Jesús Martínez is a Computer Systems Engineer with a Master's Degree in Information Technology Management. In addition, he has 5 specialisations in: Information Security Systems, Launching and Industrialisation of New Products, Strategic Planning and IT Project Management, Digital Business and Technology Management. He has 31 years of work experience in Information Technology and for the last 17 years he has been the Information Technology Manager at the Association of Producers, Packers and Exporters of Avocado of Mexico (APEAM A.C.). His leadership has a positive and relevant impact on the entire avocado agriculture industry. He is the creator and expert in the IT platforms (traceability system) used in the handling chain of the avocado product for export to the US market.