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This article explores the linkages between representations of race, culture, and social structure in the San Quint’n Valley, Baja California, an area of northwestern Mexico that produces tomatoes for export to the United States using an indigenous migrant labor force. I focus on a day laborers' riot that took place in 1996. The press debate that followed the event exposed the articulation between local cultural images, social relations, and global political-economic processes. I argue that the modern agro-export sector takes advantage of and reshapes colonial and postcolonial caste-based social relations that are most likely associated with "tradition." The use of indigenous day laborers in segmented labor markets typical of "flexible capitalism" is interpreted locally as a return to the past. Contract farming, an arrangement between Mexican entrepreneurs and transnational corporations, creates some confusion. Some blame Mexican caciques (ruthless landowners), whereas others blame transnational firms for the exploitation of indigenous peasants. Those who blame caciques evoke images of backward Latin American regions that need to be modernized by the revolutionary state. Those who hold global corporations responsible interpret neoliberal agriculture as a return to the nineteenth-century Porfiriato, a period of foreign capital penetration in Mexico. Paradoxically, "modernity" is associated with revolutionary social justice as the ideals and values of the Mexican Revolution are being radically reworked by the introduction of neoliberal policies.
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