Ebook Final

Market
Segmentation
A low-tech greenhouse consumes an average
of $ 5 USD / m2 and consists of simple elements
such as light metal structures, plastic,
synthetic fiber mesh curtains, etc. Medium technology
costs approx $ 19 USD/m2 and employs
semi-automatic processes.
The investment for high technology, fully automated
is $ 115 US /m2.
Nowadays, 76% of greenhouse producers do
not invest in technical advice, considering it
unnecessary or because they do not trust advisers.
Mexico does not have enough technical
personnel trained in greenhouse production,
and most farmers with a productive space of
less smaller than 5 hectares do not have enough
resources to pay the salary of a good tech-
Personna
Leodegario Morales began his career in the
agricultural sector in 1982. He learned about
the family business since he was 8 years old,
working with his father in agriculture. At that
age he used to woke up every day at 4 in the
morning to load and unload merchandise, plant
and harvest, as well as the care of his plants.
He says, it’s difficult to deal with this business,
since his childhood, he recognizes that the
agriculture industry had been forgotten by the
government and have had lots of difficulties to
make a good or efficient work with his fields,
however this has never been a obstacle for him
in the road to reach his goal, being an important
agriculture producer.
Leodegario is proud to always seek innovation
and apply technology in their processes,
always looking for quality. His objective is to be
the largest exporter of vegetables and flowers
in Mexico.
His work day starts at 8 a.m. At 6 pm.
His main production challenges are pests and
sudden climatic changes.
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