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The Baja California produce industry is notice by its strong export orientation production. Never less, in the past few years some products have been associated to food safety outbreaks in the United States, its main market, affecting its competitiveness and market share, driven produce growers to the adoption of standards as a mean to stay in the international market. The paper focus in the role of adoption of International standards in the firms as part of a competitive strategy that implies a technological change in order to comply with the certification requirements. A descriptive statistical analysis is conducted as well as a discriminate analysis in order to explain the factors that are involved in the firms that present technical innovation (adoption of standards) to achieve competitiveness and those that don't improve their productive process. [ABSTRACT FROM AUTHOR]