Another ad with an expiration date?
Marcelo Ebrard, the Secretary of Economy, came out yesterday with news that sounds like a broken record. He says that the Michoacan avocado will have a “presence” in the United States… but until the second half of 2026. That is, within two and a half years.
“Everything that has to do with trademarks and patents, especially designation of origin for avocados, which has implications for international trade because we have a lot of competition”
Translation: there is a huge legal problem that they haven’t solved. The “denomination of origin” is the key to competing against other countries, and apparently they are still in their infancy.
The tale of the industrial park
To sell the idea, Ebrard talked about the Bajío Industrial Park in Zinapécuaro. He said that they already have developers and that the public works will cost 216 million pesos.
Sounds good, right? Until you remember how many projects like this are announced and then lost in the fog of the next days.
“We will be reporting it in coordination with the governor and well, we will have more news in the coming days”
There is the magic phrase. The classic “we’ll tell them.” Meanwhile, Sheinbaum came out with another angle: he said that for every box exported there will be workers with social security.
But here comes the juicy part: he recognized that Michoacán exports 4 billion dollars in avocado… and that does not translate into well-being for its people.
So? What is the point of exporting more if the wealth still does not reach those who cultivate the land? It seems like another case of much ado about nothing.
The real test will not be in 2026. It will be tomorrow, when we see if these promoting committees do something more than meetings. Michoacan history is full of economic promises that vanish like smoke.
