Gustavo's family has been producing avocados since 1958, when his grandfather sowed their first trees in Peribán, Michoacán. After Gustavo's father developed cancer several years later - likely from exposure to harsh pesticides - the family decided to switch to an organic model. The transition was painstaking, but they saw it as necessary after witnessing his father's condition as well as extreme environmental degradation in the nearby agricultural hubs of Michoacán's lowland valleys.

In 2004, Gustavo, some of his siblings, and several other local avocado farmers formed the PRAGOR cooperative to share knowledge and amplify their market power. They discovered the Fairtrade model shortly after, enamored by the emphasis on fairness and sustainability. In 2013, they began selling to Equal Exchange, who they've worked with closely ever since. As President of PRAGOR, Gustavo is proud to be part of the Fairtrade movement that promotes positive impacts on the ground while encouraging production of the highest quality.