Luis Ontiveros Announces Run for California Agave Council Board

Agave is a slow-growing plant, but California’s agave industry is expanding rapidly—and strong leadership is essential to guide its future. The California Agave Council plays a pivotal role in supporting farmers, advocating for industry policies, and ensuring industry growth. With the passage of Assembly Bill 2606 and nearly $1 million in new federal grants awarded to support Agave research and farmer training, California’s agave industry is at a pivotal moment, fueling both excitement and debate over its future.

Among the candidates stepping forward is Luis Ontiveros, a multi-generational agave farmer with deep roots in both Mexico and Southern California. Earlier this week, I had the chance to sit down with Luis in an agave field to discuss his vision for the industry, his reasons for running, and what he hopes to accomplish on the California Agave Council Board.

I was born and raised in California, but I spent summers in Amatitán and Tequila. I didn’t grow up farming agave, but I spent time in the fields with my father and cousins when I was there. My family has been cultivating agave in that area for several generations—we can trace our lineage back eight generations to Amatitán and Tequila. I’ve been actively farming agave in Mexico for the last two years, learning as much as I can from my family. Additionally, my business partner Alejandro Ravelero brings 25 years of experience and a master’s degree in agave agriculture, providing deep technical expertise that complements my hands-on experience.

The small farmers. I want to focus on connecting smaller farmers with local resources and grants by leveraging the influence the council has built. I’ve already worked on connecting some growers in Southern California with local programs that provide grants for agave cultivation, and I want to continue that work on a larger scale.

Easy. Blue Weber, Azul, Tequilana. It’s in my blood, and nothing beats that beautiful blue color. I feel like Moses parting the sea, driving with the ocean on both sides when I’m on the road to the ranch.

I hate to think of it as competition, but yes, I do believe a California-grown product will have great success. I prefer to see agave spirits as a growing category rather than competitors. 100% agave spirits are a cleaner product, and the hangover factor is minimal. Our state has worldwide notoriety, and I believe there will be international trade of California Agave Spirits once production scales up.

Absolutely. The best numbers come from distilled spirits, but agave can also be used for sweeteners, cosmetics, and fibers.

Research and learning are always important; however, these plants have been farmed in Mexico for a long time, and there is already a wealth of knowledge available. I do think we need research on how agave adapts to different climates in California. I would also like to see funding go toward providing resources and grants for farmers who have taken the risk of cultivating agave. Many are putting everything on the line, and we need to support them to ensure the industry continues to grow.

Agave is already a huge win for sustainability because of its minimal water use. However, I do believe the council should play a role in researching and promoting full utilization of the plant. Most of the plant is discarded during spirit production, but there’s a lot of potential to use it beyond just the sugars.

I see it becoming the next big thing. It’s a game-changer in terms of water efficiency, and the spirits are incredible. Once production scales up, distributors will be knocking down doors to get the first major California brands into their portfolios.

To learn more about Luis Ontiveros or to get in touch, visit AgaveMav.com.