San José Farms adopts Baika as a global brand

September 30, 2026

San José Farms is now operating as Baika. The multi-origin agricultural company announced the unification of its identity under a single brand for its operations in Chile, Peru, Colombia, Mexico, the United States, Spain, and Morocco.

For Pedro Jaramillo, CEO of Baika, the decision reflects the evolution of a company that grew with a multi-brand strategy and now seeks to project its production and commercial capabilities in a unified way. “It means that, after almost 40 years, we decided to present ourselves to the world with a single face,” he explains.

The executive points out that the founders' culture remains the foundation of this stage: “San José Farms is the basis of our culture. Baika takes the baton and continues what has been built over all these years . ”

According to Jaramillo, Baika means fertile land , a reference to the business's agricultural origins. The new image seeks to express that identity and reflect the company's international expansion.

A common proposal for continuous supply

The brand unification also aims to clarify the offering for customers and producers. Jaramillo summarizes this proposition as providing avocados year-round and controlling the process from production to distribution.

“The proposition is simple: avocados 365 days a year. And at Baika, we control the fruit's process from production to distribution. With a single brand, that promise is understood the same way in any country,” he maintains.

The executive links this proposal to the company's investments in fields, plants, and equipment. He states that this structure has allowed institutional funds to choose it as an expert agricultural partner for projects in Latin America and the Iberian Peninsula. Now, it seeks to strengthen that same trust among retail chains, food service clients, and wholesalers.

For those already working with the company, Jaramillo points out that the new identity maintains the team and its business commitments. The launch of the new website and the updating of its social media accounts are planned for October.

Avocados are at the heart of global growth plans

“Avocados are at the heart of our business,” says Jaramillo. According to the executive, Baika currently manages 5,000 hectares and projects reaching 6,500 in two or three years. A significant portion of that area is dedicated to avocados, although the figures encompass all the fields managed by the company.

By 2026, the company plans to market 130,000 tons of avocados worldwide and aims to reach 180,000 tons in three years.

This growth, Jaramillo explains, requires continuing to build long-term relationships with clients in Europe, the United States, Asia, and Latin America. The strategy includes consolidating its presence in the countries where it operates, with investments in both field operations and infrastructure and equipment.

Among the developments mentioned by the executive are new projects in Morocco and California. Furthermore, in 2026 they began the acquisition process for their first field in Spain, a country where they plan to acquire 500 hectares within the next two to three years.

The company also seeks to deepen its support for retail buyers. Jaramillo notes that they work with databases to help manage the category and meet business objectives, while incorporating artificial intelligence to improve efficiency and refine their business model.

A shared identity and culture among seven countries

Brand integration also has an internal dimension. Carla Cossio, People Manager at Baika, explains that the work with the teams has focused on communicating the reasons for the change and its relationship to the company's history.

“More than preparing people for a name change, we wanted them to understand why we’re taking this step,” he says. To that end, they’ve developed internal communication strategies, held conversations with teams, and worked with leaders, who are tasked with facilitating the transition in each area.

“We want people to feel that we are not leaving our history behind, but rather starting a new chapter from it,” he adds.

Cossio identifies passion for work, the pursuit of excellence, human qualities, and a personal touch as traits of San José Farms that they strive to preserve. He acknowledges that international growth presents the challenge of maintaining these attributes among teams with different realities.

“Each country has its own reality and its own particularities, but we want there to be a Baika culture that unites us, a common purpose, the same values and a way of working that is recognizable anywhere,” he explains.

From their perspective, that identity is built through leaders and everyday practices: how decisions are made, challenges are faced, and people are treated.

Sustainability: people and the land at the heart of the business

Baika's purpose is "to nourish the world with passion and excellence, and to inspire it with creativity and commitment to people and the earth ." Cossio points out that bringing this to daily work involves caring about safety, leadership, development opportunities, and the sense of belonging within the teams.

In the agricultural field, it argues that land care should be incorporated into production, resource use, and long-term decisions.

“Sustainability cannot be something separate from the agricultural business; it has to be incorporated into how we produce, how we use resources, and how we make decisions thinking about the long term,” he argues.

For Cossio, the new stage should allow those who work in different countries to recognize themselves as part of the same company. “Baika is a new stage, built on the same essence and the same people who brought us here . ”

Jaramillo, for his part, sums up the change in one sentence : “The name changes, not what we are: one face, with the same passion as always . ”