Industry veteran Alberto Medina-Mora has been named general manager of SVS Mexicana, the Mexican subsidiary of Seminis, based in Guadalajara.

Medina-Mora, who most recently served as director of a company that produces and exports fresh cut flowers, has a broad background in agriculture. He has held executive, research and academic positions related to the floral, fruit and vegetable industries, and has a strong history of grower and industry relations in Mexico.

Medina-Mora says streamlining Seminis current Mexico operations and developing new opportunities for the company are among the challenges he will meet in his new position.

"In the last several years, the vegetable seed industry in Mexico for both domestic and export markets has grown at a consistent rate. I will focus my attention on increasing and consolidating our business to meet the demands of each region for high-quality products and technical support that benefit growers and consumers", Medina-Mora said.

As general manager of SVS Mexicana, Medina-Mora will oversee all Seminis brand sales operations in Mexico, at a time when the company is working to enhance its presence there. Medina-Mora succeeds Jorge Christlieb, who will accept a key position in the company's European operation, based in the Netherlands.

We are focusing on Mexico as a significant component in our strategy for growth in North America, said Jay Hulbert, Seminis vice president of sales and marketing for North America. Alberto has the skills and knowledge necessary to build upon the strong foundation laid by Jorge Christlieb. Alberto's contribution will be considerable as Seminis works to intensify its efforts in this important market.

Medina-Mora holds a bachelor's degree in plant science from Tecnologico de Monterrey and earned his Master of Science in horticulture from Michigan State University. He will assume his new post in January.

Seminis, with headquarters in Saticoy, Calif., is the world s largest researcher and developer of vegetable and fruit seeds, marketing more than 3,000 products in over 120 countries through its Asgrow Vegetable Seeds, Bruinsma, California, Choong Ang, Genecorp, Hungnong, Horticeres, LSL (DiVine Ripe), Petoseed, and Royal Sluis brands.