Since its founding in 2018, Montana Fruits has distinguished itself as one of the most dynamic companies in Colombia's agribusiness sector, exporting Hass avocados, passion fruit, and Tahiti limes to international markets such as Europe, the United States, Dubai, and China. Its International Sales Director, Natalia Moranth Zuluaga, has been a key driver of this expansion, and in this interview, she shared the company's achievements, challenges, and future vision.

The story of Montana Fruits began with a group of partners who, motivated by their experience in the agribusiness sector, decided to venture into the export of tropical fruits.

According to Moranth, “we started with gulupa, also known as passion fruit, exporting small volumes to Europe. It was a project that allowed us to understand the dynamics of international trade and establish our first contacts abroad.”

However, it was in 2019 that Montana Fruits marked a milestone in its trajectory by shipping its first containers of Hass avocados, a decision that transformed the nature of the business and led them to invest in advanced infrastructure, such as specialized machinery, cold rooms and international certifications such as GlobalGAP, SMETA and BRC.

Infrastructure and new destinations

Montana Fruits' consolidation in key markets has been the result of a strategy focused on the quality and reliability of its exports. “This year, we managed to focus 60% of our exports on the United States. This market, especially during transit, valued our consistency and quality. Colombia's proximity gives us a key logistical advantage, with transit times of just four days to Miami and eight days to Philadelphia. This allows us to compete directly with leading countries like Mexico,” he explained.

The European market has also been fundamental for Montana Fruits. According to Natalia, “Europe has always been a key part of our operations. We work with distributors who supply supermarkets directly, which guarantees that our products arrive fresh and in the best condition to the end consumers.”

But the expansion into new horizons has not been without its challenges. In markets like Dubai, China, and Chile, the logistical and regulatory requirements are very specific. “In Dubai, the high transportation costs represent a significant challenge, while in Chile, the size standards are especially rigorous. However, each difficulty has allowed us to learn and adapt in order to offer solutions to our clients,” commented Moranth.

Montana Fruits not only exports high-quality products; it has also committed to strengthening the value chain in Colombia. With its own packing house, the company guarantees complete control over the packing process and the quality of its exports.

Furthermore, it provides contract manufacturing services to other companies, fostering collaboration within the sector. This commitment to excellence includes supporting farmers in certifying their land. “There are still a limited number of farms in Colombia that meet the standards to export to markets like the United States or Chile. It is essential to educate producers about the importance of these processes to open new business opportunities,” he emphasized.

Among the internal challenges facing the industry, Natalia mentioned the labor shortage during peak seasons. “It’s a recurring bottleneck, both in the fields and in the packing plants. The industry needs to work together to overcome these obstacles and ensure the continuity of exports.”

Despite these challenges, Montana Fruits remains optimistic and focused on the future. “Our goal is to solidify our position as a major player in the U.S. market and strengthen our presence in Europe. We want to continue working closely with farmers to ensure they receive the best possible return on their labor, while exploring new technologies and sustainable strategies that will allow us to optimize our operations,” stated Natalia.

A commitment to sustainability also plays a central role in the company's plans. As the Colombian agricultural export sector continues to expand, Montana Fruits seeks to lead with responsible practices that reduce its environmental impact and contribute to the development of rural communities.

The story of Montana Fruits is a testament to Colombia's potential as a producer and exporter of high-quality fruit.