Luis de la Rocha is a senior executive with more than three decades of leadership experience in government, finance, international trade, and agribusiness. He holds a Law degree and a Master’s in International Commercial Law from the Instituto Tecnológico y de Estudios Superiores de Monterrey. Throughout his career, he has held strategic, operational, and regulatory leadership positions at the national level in institutions such as Banrural, Banjército, the Servicio de Administración Tributaria (SAT), the Comisión Nacional del Agua (CONAGUA), and the Secretaría de Gobernación. He has also served as State Congressman and chaired the Economic Development Commission. Today, he is the CEO of the Asociación de Productores y Empacadores Exportadores de Aguacate de México (APEAM), where he leads the strategic development, global positioning, and sustainable expansion of one of Mexico’s most important agro‑export industries.