I can’t say if there will be rain tomorrow. The burden of print is the lengthy dash between when I am writing this and when you are reading it. I can say, though, it will be a Divine time in both our present days.
The word “divine” is multi-faceted, as is the brand that carries the weight of its name.
“Our parent company, Grupo Alta, started with key initiatives before the succession of organic popularity, drawing on our roots in sustainability. This is Divine,” Alán Aguirre Camou, Chief Marketing Officer, begins.
While this is a facet of passion for the business in both its history and future, Alán explains it runs deeper than organic growing into what the company promises as Better Food for a Better World.
“This belief is to truly be better in everything. To be better in soil management and providing plants with more nutrition, while giving back to the land. To be better even than organic, raising our bar to a new level of sustainability,” Alán shares.
Those roots extend beyond the growing practices and products that represent the Divine brand. “Divine Flavor” is not just a label but a promise that must be kept across categories.
“When you have a brand that promises retailers consistency, it’s important to have that availability and continuously extend your programs out for longer,” Michael DuPuis, Head of Public Relations and Quality Assurance, elaborates. “We have now come to a point where Mexico is no longer seasonal. It’s a year-long program, and our flexibility has become as integral to our strategy as our quality.”
Continued growth is critical to maintaining both these aspects, with wheels in motion in several regions to keep Divine’s growing calendar moving.
"This belief is to truly be better in everything. To be better in soil management and providing plants with more nutrition, while giving back to the land. To be better even than organic, raising our bar to a new level of sustainability."
Alán Aguirre Camou, Chief Marketing Officer, Divine Flavor
“What Grupo Alta has decided to do in the coming years, I can’t divulge too much, but our eyes and resources are focused on Jalisco,” Michael explains. “There, they have greenhouse operations ready to hit at strategic times when needed most. Divine Flavor is strategically looking at what lies ahead each year for product availability and growing our programs, not just on the table grapes that put us on the map, but across veg and all of our categories.”
I’m told this year is very exciting because of the significant growth already unfolding in central Mexico, specifically in Jalisco.
“These are key months for us where we get to extend what we built upon during the Western Mexico season. A time when Canada starts to cool, and the volume is a little bit lower. Continuing on from that growth in fulfillment capabilities, what’s important for us is to be able to fulfill those contracts beyond that traditional West Mexico season. So, being able to invest in building projects, but also extend our network even further, is really helping us cover those windows of traditional gaps and challenges,” Michael shares.
Following a six-pillar evaluation, Alán points out that Divine Flavor’s is an authentic approach to such a far-reaching system—a facet that continues to multiply.
“We are not just trying to work better for better work, but are ensuring our people are satisfied in what they do so they continue to seek the best soil in the world,” he explains. “The majority of our volume through this program is organic, while the conventional aspects go beyond conventional levels of expectation. The purpose of Better Food for a Better World is everything from beneath the soil to beyond the store, ensuring not just our current growing operations but our future ones as well.”
That future, both immediate and distant, promises more than bigger facilities and shinier operations. It is the new and ongoing category launches and expansions, the innovative snacking and culinary offerings, and the closing gaps that take fresh forward while recognizing the validity of the past’s dedication to the earth it toiled.
From the metaphorical fortune telling to the literal outstanding quality and taste, the company clearly leans into every facet of the name it carries, ensuring that the future—from when I write this to when you read it and beyond—is Divine. 
