Background on Jonás Murillo and the Juice Industry
Jonás Murillo, the CEO of the National Chamber of Food Conservas Industry (Canainca), has raised concerns about a proposed 87% increase in the Impuesto Especial sobre Producción y Servicios (IEPS) on sugary and caloric beverages, included in the 2026 Economic Package. Murillo’s organization represents the juice industry, which generates approximately 60,000 million pesos annually and consumes around 1.9 billion kilograms of fruit.
The Proposed IEPS Increase and Its Consequences
Murillo argues that the proposed IEPS increase will negatively affect the entire juice production chain, from farmers to end consumers. He emphasizes that the tax cannot be absorbed by companies, so it will directly impact consumers, particularly those with lower incomes.
- Direct Impact on Consumers: The increased tax will lead to higher prices for juice products, disproportionately affecting low-income consumers.
- Agricultural Sector: The proposal may reduce farmers’ sales volumes, as unsold fruits will either remain on trees or spoil.
- Industry Efforts: The juice industry has been working to reduce sugars and calories, not due to taxes but because of the importance of addressing this health concern.
Effectiveness of Imposters in Addressing Health Issues
Murillo questions the effectiveness of taxes in mitigating health issues related to sugary beverage consumption. Since the implementation of the first IEPS in 2014, resources were meant to fund school water fountains, sports facilities improvements, and diabetes and cardiovascular disease units. However, these funds were incorporated into general spending, with no direct impact on the intended purpose.
Job Impact and Collaborative Solutions
Regarding job impact, Murillo states that a precise estimate of affected employees is still under analysis. He and Canainca are in discussions with legislators to highlight the proposal’s consequences on the juice and nectar industries, agriculture, and consumers.
Murillo emphasizes that obesity in Mexico is a multifaceted issue, transcending taxation. He advocates for collaborative solutions among the industry, academia, and health sector to improve dietary habits and strengthen nutritional education.
