Garland Reiter is one of the people behind the rise in imported food from Mexico.
His family has been growing strawberries in California for generations and selling them under the name Driscoll’s. Today, it’s the biggest berry producer in the world.
In the early 1990s, the Reiter family started growing strawberries and raspberries in Mexico, in addition to California. It found regions in Mexico where the climate allowed them to grow the fruit — especially raspberries — during seasons of the year when it hadn’t been feasible back home. “Our move really was for year-round product, and quality,” says Reiter, who is executive chairman of Reiter Associated Cos.
The North American Free Trade Agreement went into effect at that same time, in 1994. But that’s coincidence, Reiter says; NAFTA had very little to do with the move into Mexico. “To tell you the truth, we paid minimal attention to that,” he says.