Choices of the day – Monday, July 6, 2026 “Too much sun doesn't make the farmer rich. Today it seems abundant, but tomorrow it empties his basket.” An old farming saying that perfectly describes what's happening these days. By basket, we mean the crate where the produce is collected. The intense heat of the past few weeks is hitting hard right now. The plants have suffered and, as always happens after periods of extreme temperatures, production gaps are beginning. Our company has been operating in the markets for almost a century, and this is a situation that my great-grandfather, grandfather, and father taught me to recognize long before it arrived. It’s in moments like these that the value of experience really shows. We’re not tied to any brand or producer: every morning we observe, compare, and select the best the market has to offer. Among the hardest products to find today were an excellent Iceberg lettuce and hand-picked green beans, not because they were impossible to get, but because finding ones that really met our standards required an even more careful selection. And then there’s one thing that tells better than anything else how we work: what you see is already sold. We don’t buy just to fill the fridge hoping to sell the items in the following days. We prefer to buy every morning exactly what we need, because fruit and vegetables don’t get better with time. Our job is unpredictable: just a week of intense heat, a storm, or a few days of rain, and the market changes completely. These are variables nobody can control. That’s why every day we start from scratch. Because quality doesn’t stay the same. Quality is chosen. Every morning.