What Divemex does

Divemex is a privately held Mexican agricultural company founded in 1992 that operates more than 500 hectares of high-tech hydroponic greenhouses across three states (Sinaloa, Jalisco, and Nayarit) to produce and export sweet bell peppers in red, orange, and yellow varieties, in both organic and conventional formats. The company is owned by the De Saracho and Beckmann families and is headquartered in Guadalajara, Jalisco, with production facilities in Culiacán, Etzatlán, and Jala. Its core technology stack centers on soilless hydroponic cultivation, drip irrigation combined with rainwater harvesting and recycling reservoirs, solar panels at four pack houses, agroecological pest management using beneficial insects, and full seed-to-shipment traceability. Supporting capabilities include pollinator conservation programs and packaging sourced from 100% recyclable sustainable fiber.

The company sells primarily into B2B wholesale channels in 6-pack and bulk (11 lb, 25 lb) formats targeting North American retailers, grocery chains, and food service operators, with an active export channel into Japan for premium-grade peppers. Divemex was the first vegetable producer in Mexico certified under the Fair Trade USA seal, and holds GlobalG.A.P., PrimusG.F.S., and USDA Organic certifications, which collectively enable premium pricing, retailer shelf access, and command of Fair Trade premiums reinvested into worker and community programs.

Revenue mechanics are anchored in physical commodity sales of branded and unbranded bell peppers, supplemented by Fair Trade premium flows reinvested via worker-elected Fair Trade Committees into healthcare, education, housing, and community development for its workforce. The company operates a year-round production cycle since 2007, complemented by consumer-facing brand assets including the 'Pepperfect' trademark, 'The Peppes' children's mascot program, a recipes and content platform, and the 'O.R.G. Biologique' organic sub-brand. Its 'Como en Casa' social responsibility program supports migrant workers from southern Mexico with housing, healthcare, and education. No external institutional investment, public listing, or M&A activity is disclosed.

Name

Divemex

Legal name

Divemex

Website

https://divemex.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Divemex is a family-owned Mexican greenhouse grower founded in 1992 that operates 500+ hectares of high-tech hydroponic facilities to produce and export organic and conventional sweet bell peppers to North American and Japanese retailers under Fair Trade, USDA Organic, and GlobalG.A.P. certifications.

Ownership category

akta.pro rank

Product category

Fresh Greenhouse Produce

NAICS

Food Crops Grown Under Cover (11141), Vegetable and Melon Farming (11121)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM)

Keywords

• Greenhouse produce
• Hydroponic bell peppers
• Fresh produce exports
• Fair trade vegetables
• Organic greenhouse farming

Headquarters

HQ city

Guadalajara

HQ country

Mexico

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Fresh Bell Pepper Sales: Year-round production and sale of sweet bell peppers (red, orange, yellow) in both organic and conventional varieties. Products sold in 6-pack and bulk formats (11 lb, 25 lb) to retailers and food service.
2. Fair Trade Certified Products: Products sold with Fair Trade certification premium, commanding higher prices through certified supply chain.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Divemex operates more than 500 hectares of high-tech hydroponic greenhouses in Mexico to produce and distribute premium sweet bell peppers in red, orange, and yellow varieties, available in both organic and conventional formats. Products are packaged in 6-pack and bulk 11 lb / 25 lb formats and sold primarily to North American retailers, food service operators, and Japanese importers. The vertically integrated operation combines soilless cultivation, drip irrigation, beneficial-insect pest management, solar energy, and full traceability, supported by Fair Trade USA, GlobalG.A.P., PrimusG.F.S., and USDA Organic certifications.

Product overview

Divemex is an agricultural company operating high-tech greenhouses that produces and sells sweet bell peppers. The core product portfolio consists of organic and conventional sweet bell peppers available in red, orange, and yellow varieties, sold through various packaging formats (6-pack, 11 lb bulk, 25 lb bulk). Supporting the consumer brand is 'The Peppes,' a mascot family used for educational and marketing content targeting children and families. The company also maintains a recipes section on their website showcasing bell pepper preparations. All products are grown in Mexico with operations spanning Sinaloa, Jalisco, and Nayarit, and are distributed primarily to North American markets including the United States, Canada, and expanding to Japan.

Differentiator

Problem solved

Functional benefit

Brands

• The Peppes: A fun-loving family of sweet bell pepper mascots featured in children's stories, coloring books, and educational content.
• Como en Casa
• O.R.G. Biologique

Products and services

• Sweet Bell Peppers - Organic Organically grown sweet bell peppers available in red, orange, and yellow varieties, sold in 6-pack and bulk packaging (11 lb and 25 lb). Produced without chemicals, pesticides, herbicides, or genetically modified seeds, under the O.R.G. Biologique brand. Targeted at retailers, food service operators, and health-conscious consumers seeking USDA Organic certified produce.
• Sweet Bell Peppers - Conventional Conventionally grown sweet bell peppers available in red, orange, and yellow varieties, sold in 6-pack and bulk packaging (11 lb and 25 lb). Grown in high-tech hydroponic greenhouses with strict quality control and full traceability, targeted at North American retailers, food service operators, and Japanese importers.
• The Peppes A family of sweet bell pepper mascots (Peppe and friends) marketed under the Pepperfect brand, used to promote sweet bell peppers through educational content, coloring books, and engaging children about healthy eating habits. Includes digital stories, coloring sheets, and seasonal themed activities targeted at children and families.

Quantifiable outcome

• Year-round bell pepper production since 2007
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Fair Trade USAcoreStrategic or Co-development PartnerDivemex was the first company certified in vegetables under the Fair Trade seal in Mexico. Fair Trade certification enables premium pricing and community development funds. Fair Trade Committee elected by workers determines how premiums are invested in community projects including health, education, housing, and emergency funds.
• Bancos de Alimentos de México (BAMX)minorStrategic or Co-development PartnerMember food banks serving 700,000+ Mexicans during COVID-19 crisis. Divemex supports food waste reduction by donating to food banks, meeting needs through community-based food package distribution.
• Salud DignaminorStrategic or Co-development PartnerHealthcare organization collaborating with Divemex's Fair Trade Committee to provide eye care services including exams and eyeglasses to workers across Sinaloa, Jalisco, and Nayarit operations.
• CoppelminorChannel Partner/ Reseller/ DistributorRetail store chain assisting with delivery of home improvement program benefits to migrant workers from Mecayapan, Veracruz working at Divemex facilities.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Mucci Farms: Canadian greenhouse producer with extensive hydroponic pepper, tomato, and strawberry acreage supplying North American retailers. Comparable growing technology and product categories.
• NatureSweet: Mexico-based greenhouse tomato and pepper grower with similar hydroponic, vertically integrated model and North American retail distribution. Closest comparable in geography, growing method, and customer base.
• Pure Flavor: Canadian greenhouse vegetable producer (tomatoes, peppers, cucumbers) selling across North America. Comparable in product mix, controlled-environment agriculture, and B2B retailer/foodservice channel.
• Windset Farms: Major Canadian greenhouse operator with hydroponic vegetable production (peppers, tomatoes, cucumbers) and North American retail distribution. Direct competitor in controlled-environment pepper production.
• Lipman Family Farms: One of North America's largest field and greenhouse vegetable growers with diversified production including peppers. Comparable in B2B retail/foodservice model and vertical integration.
• Pero Family Farms: US vegetable producer with greenhouse and field operations covering peppers, cucumbers, and other vegetables for retail and foodservice. Comparable product mix and channel strategy.
• Hollandia Produce: California-based hydroponic greenhouse grower specializing in bell peppers and live lettuce with 'Live Grown' branding. Directly comparable in protected agriculture and bell pepper focus.
• Houweling's Group: Family-owned Canadian/US greenhouse grower with hydroponic tomato, pepper, and cucumber operations and sustainability focus. Comparable in scale, family ownership, and controlled-environment production.
• Mastronardi Produce (SUNSET): One of the largest North American greenhouse growers producing tomatoes, peppers, and cucumbers under the SUNSET brand. Directly comparable in product mix, hydroponic greenhouse growing, and retailer relationships.

Broad incumbents

• Tanimura & Antle: Large California-based vegetable grower with broad product portfolio including peppers and protected-culture items. Comparable in fresh-produce retail channel but broader scope and field-heavy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/divemexbells
• YouTubeyoutube.com/channel/UCA-NOoutipmMTc5plcW6CNA
• Facebookfacebook.com/divemexbells
• LinkedInlinkedin.com/company/divemex
• Instagraminstagram.com/divemexbells

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Divemex