Our Manifesto.

We aim to inspire and encourage travellers and new residents in Mexico to make food choices that will connect them to vital community sources, in turn supporting local economies.

Our focus on plant foods reflects their profound significance in Mexican identity and as the foundation for healthy people and communities.

As food professionals we believe that for a healthier future, we are wise to value traditional ecological knowledge and systems. It’s our intent to positively contribute to their protection and to inspire others to do the same.

We do this by creating opportunities for travellers and new residents to learn about and experience the most humble ingredients that are most relevant to the people of each region. 

We seek to be allies in the food sovereignty movement in Mexico by presenting  food experiences that focus on sharing and celebrating local foods and food systems, honoring the needs of the people the role of these foods in their identity, their communities and their local economy.

Why 'Frutas y Verduras'?

Frutas y Verduras means, very simply: ‘Fruits and Vegetables’. As I travelled Central and Southern Mexico exploring the produce, in almost every city and pueblo I noticed  these words painted on the street side wall of a shop, or above a market vendor’s display to announce what was sold there. Very rarely was there another name for the tienda, not even the name of the proprietor like “Mary’s Frutas y Verduras”. 

As I explored the frutas y verduras, myself, I began to learn more about the people and the culture of Mexico than I expected. There was so much more beyond flavor experiences. Connecting with people whose lives revolved around  subsistence agriculture was giving me a window into what I’d say is the soul of Mexico. Indigenous people for whom the cycle of a day, of a season, involves processes directly connected to the land. 


Eating is an agricultural act...
an ecological act, and a political act, too"

Michael Pollan

Be a FyV Collaborator

Frutas y Verduras gathers people with a passion for healthy food and a who care deeply about culture, community, food justice and sustainability. Their focus may be culinary or gastronomic,  food history or anthropology, but one thing is for sure; they know how practices and processes around food are crucial to the future of food. When they talk about their communities, they express a strong sense of responsibility and a drive to make a difference.

Beyond their own expertise and knowledge, the Mission for our collaborators is to be a cross-cultural bridge, giving a voice and platform to enable locals to share their heritage with you. Whether that’s the vendor in the market or the woman who invites us into her home kitchen, it’s the connection between our guests and hosts that generates the greatest joy.

Collaborating for greater impact

Who we are