Our Manifesto.

We encourage travellers and new residents in Mexico to make food choices that connect them to vital community sources and support local economies.

We focus on plant foods because of the role they play in the Mexican identity, and as the foundation for healthy people and communities everywhere.

Beyond what we eat, it’s increasingly more important that we know where it comes from and how it gets to us. We create interesting, healthy, delicious and fun food experiences to educate, and encourage conscious choices.

We aim to be allies in the food sovereignty movement in Mexico, doing our part to increase awareness around local foods and food systems.

By encouraging interchange between locals and visitors at all levels of the food experience we  hope to play a part in connecting people from all walks of life over the shared appreciation for the culture, history and social relevance of fruits and vegetables.


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.