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Sergio Rivera is an experienced professional in agribusiness development with a focus on sustainable growing technologies in Latin America. Currently serving as Agribusiness Development LATAM at Projar since October 2022, Sergio specializes in market development, key account management, and technical support related to substrates for hydroponic crops. Sergio's extensive background includes roles at Projar International and Kekkilä Professional as a brand representative, where responsibilities involved the commercialization and technical support of hydroponic substrates. Prior experience also includes managing commercial operations at INVECO and serving as Director General at Germinaza SA de CV, focusing on coconut fiber substrates. Sergio holds a degree in International Business from Universidad Autónoma de Baja California.