^{COCANMEX: First to market: Growing a prosperous business out of the market access opportunity that phytosanitary irradiation provides to Mexican growers and exporters of fresh produce.} 

^{When phytosanitary irradiation was approved for the export of Mexican quarantine produce to the US, Roger Gay and his company, COCANMEX, quickly positioned themselves at the forefront with a novel category of mangos. These varieties could not be exported using the conventional hot water dipping treatment due to their sensitivity and variety. Leveraging this technology, Roger was the first to introduce larger sizes and riper fruits of varieties previously unknown to the US market. He successfully established this new category entirely within the US retail environment. Roger will share insights from his experience, discussing the challenges and triumphs related to supply chain management, distribution logistics, consumer acceptance, and the market requirements essential for the success of an innovative venture like his}