The Mexican Association of Protected Horticulture will hold its fifth Business & Technical Convention Aug. 22-25 at the Presidente Intercontinental Hotel in Guadalajara, Mexico, with the purpose of analyzing and discussing the challenges faced today by the protected agriculture sector in North America. This event is expected to bring more than 500 local and global industry leaders together.

"The theme of this year's convention isJan Vorsterman 'Writing the Story of Our Industry,' and we will spend a significant amount of time reviewing, redefining and analyzing our industry policies in order to promote and achieve the continued growth our sector is experiencing," Eric Viramontes, president of the association, which is more commonly known as AHMPAC, said in a July 9 press release. "Our key goals are to create agreements with our grower members to work on sustainability by focusing on the care of non-renewable resources like water, and understanding the environmental impact of mismanagement. We will also focus on the promotion and the economic and social development of our growing regions. We have an incredible story to tell."

The convention will feature a series of conferences, panel discussions, workshops and experts from Mexico and abroad, such as Benjamín Grayeb, vice president of foreign trade at Consejo Nacional Agropecuario; Francisco Zermeño, consulting and training director at Alfa Consultores; Angel Contreras, president of the Instituto Mexicano de Mejores Practicas Corporativas; and Francisco Javier Mayorga of the Mexican Ministry of Agriculture.

The Netherlands, which is the guest country of honor at the convention, will be represented by Jan Vorsterman, director of business development at Fresh Park; Maarten Hartong, chief executive officer at Priva America Latina; and Niels van Rooyen, commercial director at Priva Latin America.

U.S. experts on hand will include William Watson, CEO of the National Mango Board; and Erik Froyd, financial director at Milepost Consulting.

The four-day event will feature a general membership meeting Aug 22, the business convention day Aug. 23, and the technical convention day, including a tour to a greenhouse operation in Jalisco, Aug. 24. On Aug. 25, there will be a half-day of workshops hosted by several of the guest speakers.

"In the past, we have had international experts from nine countries, united in the discussion of topics of technological importance for our industry, and this year will be no different," Carlos Cueto, chairman of AMHPAC, said in the press release. "However, at this year's event, we have tremendous talent from Mexico, experts with real world knowledge, institutional wisdom and true local experiences."