Q&A: Farm Worker Awareness Week
Farm Worker Awareness Week is a time to recognize and honor the hard work and dedication of the individuals who play a vital role in bringing healthy, fresh produce to our tables. At Divine Flavor, we want to extend a special thank you to the passionate and tireless farmers whose commitment ensures that we can continue our mission of providing ‘Better food for a better world’. Their efforts are fundamental to the success of our company, and we deeply appreciate the care and expertise they put into every crop, making it possible for us to deliver high-quality fruits and vegetables to consumers across the globe. During this week, we celebrate their invaluable contributions and reaffirm our commitment to supporting all farm workers. Today, we’re excited to highlight three remarkable people, sharing their passion for agriculture, the importance of their work, and the essential roles they play in the industry. In this Q&A, we are joined by Diana Morales of Grupo Alta, Iveth Ekaterine Terrazas Félix of Viva Organica, and Demetrio Morales of Agrofesa (Divine Flavor growers), who will offer valuable insights into their experiences and the impact of their contributions.
Diana Morales- Grupo Alta
Demetrio Morales- Agrofesa
Iveth Terrazas Félix- Viva Organica
- How did you get started in agriculture and what motivated you to work in this sector?
Demetrio– When I joined the agricultural industry and began to learn about the business, I was so passionate about it that I honored every moment I shared and received, and I committed to developing myself and participating in various agricultural activities. The work style of the Agrofesa team motivated me to be here. From the beginning, I knew there were areas of opportunity and development where I could participate, learn, and develop professionally. As each season went by, I realized that it’s a constant state of change, and this had an impact on me because if you adapt to the changes, you can always stay ahead. I love innovating, learning, and educating the next generation of farmers.
Iveth– My arrival in the agricultural world was completely fateful. I had never worked in an agricultural company before. I used to work in politics, but after things came to a halt, I started submitting my resume to different companies, eventually being hired as an assistant manager at a farm company. When I first started, I felt like there wasn’t enough work, but eventually I was given a big project for our company to be ESR certified (which is a high form of HR practices for a company). It was then that I began to learn more about the sector, falling in love with everything human development. After completing the process and obtaining the ESR certification, my boss at the time promoted me to the HR and social responsibility department. I will always be very grateful for his trust and belief in me. The key is definitely loving what you do and finding your purpose.
- What is your passion in life?
Diana- Since I was little, I was raised by women—my mother, her sister, and my grandmothers. They always taught me to strive for more and to push forward. They are my main motivation, and they drive my passion. I never imagined I would end up working in this field, but as an industrial engineer, my career is focused on producing healthy and high-quality fruits and vegetables, and to accomplish this, you must be a passionate worker. The women in my life have helped me become the person I am today.
Iveth- Helping others has been a part of my life for as long as I can remember, supporting and helping others, especially those most in need. I grew up with the example of my mother, a nurse, where serving with empathy and kindness was always a priority. I believe that if in our journey we have the opportunity to improve the life of just one person, we should do it. But if in the process we can improve the lives of dozens and hundreds of people, it’s an incredible thing that brings incredible feelings that we sometimes don’t even imagine. Little by little, my passion is to improve this world.
- Tell us a few things you enjoy most about the agriculture industry and the company you work for.
Demetrio- I like that I have the freedom to develop myself as a leader and that I am given the time, space, expertise, and support to perform good work in this company/industry. I enjoy learning and educating my team, and the future generations who join this industry. I feel supported by management so I can expand my horizons by educating external people, development schools, and agricultural colleagues. I enjoy interaction with people and different departments, getting involved in countless activities, and, above all, maintaining a sense of leadership and friendship with them.
Diana- I enjoy the dynamic nature of my job. Every day is different and very rewarding. I’m very close with my team, which makes my job a lot easier. I enjoy being close to the people I work with because without them, there would not be success. The entire agricultural process fascinates me seeing how something starts from a tiny seed and ends up packaged and ready for the final consumer. My main responsibility is overseeing the packing operations and everything my agronomist colleagues do in the fields—all the crops they harvest. My mission is to ensure the produce items we have are packed correctly and reach Divine Flavor in optimal condition. This is crucial to ensure the proper use of company resources, including labor and packaging materials, so that everything is utilized as efficiently as possible.
- If you could tell the final consumer one thing, what would it be?
Iveth- Rest assured that the food we produce at Viva Orgánica, aside from being healthy, delicious, and safe, is made by people with a strong sense of purpose and passion for the land, in an environment with fair and safe working conditions, and with good, sustainable, and innovative practices.
Demetrio- Agrofesa works with honesty in food production. We ensure that you, as a consumer, receive a fresh, high-quality, and safe product, taking care of all processes from cutting and packaging to washing and disinfecting fruits and tools. Above all, we take care of nutritional needs, as well as the environment and employee well-being. We are committed to keeping our business operating; therefore, we are developing and training to meet the needs of markets and new food and health trends.
Diana- You can’t imagine all the work that goes into the production process for the products we grow before it reaches the store. From the moment the seed is planted, there is a huge effort behind it, and I hope consumers value it because it represents the hard work of many people.
- If you could tell another farm worker one thing, what would it be?
Iveth- For your good work and commitment, your work is essential to the success of our industry. For the farm workers of Viva Orgánica; you are our heroes.
Demetrio- Thank you for believing in yourselves and in the company. Thank you for your nobility and empathy when times get tough. I’m proud of your work, because you have the courage to make mistakes and redesign yourselves again and again with such maturity, respect, and cooperation. Thank you for accepting and getting involved in the constant changes; for the enthusiasm you put into your activities every day. At the end of the day, we remain friends.
Diana- Thank you, because it is an incredibly tough and labor-intensive job. Thanks to you, we can have food on our tables.
About the farm workers:
Diana Morales is one of the key operations managers at Grupo Alta’s farm La Cuesta which produces tomatoes and cucumbers. She has worked with the company for 7 years where her main responsibilities include working closely with production engineers, packaging, and coordination with various departments during the harvesting, quality, and operations team.
Iveth Ekaterine Terrazas Félix is the Community Manager and works in the social responsibility/Human Resource department for Viva Organica. Being with the company for more than 6 years, Iveth’s responsibilities include working closely with the company’s farm workers (collaborators), understanding the connection between the thoughts and feelings of their staff to help improve the working conditions, their motivations, and their social development. She also oversees areas of the medical clinics, housing, laundry facilities, and the safe working conditions for the company.
Demetrio Morales is the Food Safety Manager for Agrofesa and has more than 9 years with the company. In addition to his role in food safety, Demetrio also oversees the company’s certifications such as C-TPAT (Customs Trade Partnership Against Terrorism), a security program aimed to prevent illegal activity throughout the supply chain, as well as their sustainability initiative. Demetrio is also the main trainer for the company’s internal program for Produce Safety Alliance.
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