Luis Flores was a sales manager for a small produce distributor in La Esperanza, a rural town in the highlands of central Honduras. Through this experience, he became aware of the market demands and requirements in the major Honduran cities of San Pedro Sula and Tegucigalpa. He observed that the main problem was not the lack of demand, but the lack of supply of locally produced cold climate vegetables.

Luis started with 0.7 hectares of land and two crops (cauliflower and squash). Six months later, he received assistance from USAID to implement good agricultural practices and improved production technologies. As a result, his yields and monthly sales gradually started to rise. He now cultivates carrots, lettuce, squash, cauliflower, beets, green beans, cilantro and oriental cabbage on 3.5 hectares.