About us
Lia Bijnsdorp — Founder, CEO & Agro Initiator
Lia Bijnsdorp is the founder and CEO of United Producers of Mexico and the kind of person who can sit across the table from a first-generation grower or a seasoned European buyer and speak the same language to both.
Based in Rotterdam, with deep roots in Mexico's agro sector, Lia built UPM on a conviction that hasn't changed in ten years: the people who produce quality deserve the tools, knowledge, and connections to get it to the right market at the right price.
What sets her apart is not just business knowledge, it's her understanding of every link in the chain. From soil conditions to shipping logistics, from buyer relationships to quality protocols, Lia brings clarity where there is confusion and honesty where there is noise.
In 2020, she co-spearheaded a sector milestone: the launch of the first 12-day direct perishables route from Veracruz to Rotterdam, a project years in the making that changed the economics of fresh Mexican produce in Europe.
She is a recurring contributor to Mexico Business News, with 13 published articles (2020–2026) on avocado markets, export competitiveness, sustainability, packaging, and trade diversification. In 2021, Holland House Mexico named her Entrepreneur of the Year. In 2025, she received the Premio d'Eccellenza México-Italia in the Social/Third Sector category. She is also a recipient of the Agent of Change Medal from the Honoris Causa Foundation, The Hague, Netherlands.
Cinthia Alemán — Co-founder & Operations Director
Cinthia is the operational heart of UPM. She manages the day-to-day that makes the big picture possible: from logistics coordination and client relations to protocol implementation and research support.
She ensures that every client engagement is handled with precision and care, and that UPM's standards of quality and transparency are upheld at every step.
“Over the last ten years at United Producers of Mexico, my journey has represented a process of both professional and personal growth and transformation. Having been part of the company since its inception allowed me to evolve from an operational focus to an active role in project management and development.
This path has strengthened my sense of responsibility, self-management, and adaptability in the face of constant shifts in technology and workflows. Over time, my role has transitioned from meeting immediate objectives to contributing to long-term strategic initiatives, which has also fueled my personal development.
Furthermore, I have learned that a balance between professional and personal life is key to sustaining solid, committed performance over time. This experience has defined my understanding of work as a space for continuous learning, purpose, and growth.”