This NYT article about the scarcity of key limes, and the concurrent price increase, is perfect for a PESTEL analysis. The current violence in Mexico (Political factor), rains when the trees were blooming and pests (environment) have resulted in poor harvests. The problem is compounded because of the increase in demand from Hispanics in the US, and the growing popularity of Mexican food around the world (social factors). The Florida plantations that used to be the main source of key limes were all but wiped out by hurricane Andrew and citrus canker (environment). Production moved to Mexico because of the weather, but also because legal factors (NAFTA) make it cheaper to import the limes from Mexico than from anywhere else. This explains why lately waiters have been asking if I want lemons or limes with my half and half tea…

Contributed by Susana Velez-Castrillon