As global agriculture grapples with the twin challenges of climate change and sustainability, at Mexico’s agave fields, global tequila producer is transforming its operations with technology.
Emmanuel Arreola, a Data Management and Analysis Specialist at PROFOA, an independent company for service and support of agave production of Tequila Sauza, is helping lead this shift – not with tractors or fertilizers, but with data. By integrating digital tools into the traditional rhythms of agave farming, Arreola is transforming how one of Mexico’s most iconic crops is cultivated, tracked, and optimized.
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A Tech-Driven Path to the Fields
Emmanuel’s path into agriculture wasn’t conventional. Initially drawn by curiosity, he stepped into the industry through a warehouse role. This hands-on experience with field operations sparked a deeper interest in how data could shape the future of farming. “I was intrigued by how the company sought a profile not usually found in agriculture,” Emmanuel explains. It was this early exposure that set the foundation for his current work, overseeing data collection, validation, and analysis to support agave production.
Today, Emmanuel plays a crucial role in ensuring that PROFOA’s field operations are backed by accurate, timely data. His days often begin by validating the completeness of field data collected across regions. He meticulously reviews reports from the AGRIVI platform, checks the registration of agrochemical usage, and creates detailed visual dashboards that are shared with agronomists and management. But his work goes beyond analytics, Emmanuel also trains team members to use AGRIVI effectively, reinforcing the importance of accurate data entry.
Building a Culture of Digital Agriculture
What keeps him motivated? The chance to contribute to innovation in an industry that has traditionally relied on manual methods. “Using data to drive more responsible and efficient practices is really inspiring,” he says. The ability to extract insights from large volumes of operational data allows Emmanuel to identify trends and improve decision-making processes.
At the heart of this transformation is AGRIVI the digital platform Emmanuel relies on daily. Its intuitive interface and built-in validations have helped standardize data entry across the company, significantly reducing human error and streamlining the process of logging field activities. Emmanuel has also built interactive dashboards that allow for quick, easy interpretation of the data, making patterns, anomalies, and opportunities more visible to decision-makers.
Of course, change doesn’t come without its challenges. Getting team members accustomed to digital tools has required persistent training and encouragement. “There was some initial resistance,” he admits, “but once the benefits became clear, the adoption rate improved significantly.”
Emmanuel’s story reflects a broader shift in agriculture – a move toward smarter, tech-enabled operations. Platforms like AGRIVI are not just tools; they’re catalysts for change, helping organizations like Casa Sauza become more data-driven and resilient.
In a sector rooted in tradition, Emmanuel Arreola stands as a bridge between the field and the future, showing how thoughtful data management can empower better decisions, stronger yields, and a more sustainable path forward for agave farming.
