The industry of fresh tomato production under protective structures in Zacatecas has undergone accelerated growth in recent years. Free trade, market globalization, new trends in the agro-food sector, as well as the food and financial crises, are impacting its competitiveness. In this study competitiveness of the industry of fresh tomato production under protective structures in Zacatecas was evaluated to provide elements that contribute to the design of policies aimed toward development of sustainable competitiveness. A systemic competitiveness model was applied, and a SWOT analysis was performed. The information was obtained through interviews with technicians and/or owners of the production units and complemented with interviews with researchers and government authorities. It was shown that a high level of technology is a necessary, but not sufficient, condition for achieving sustainable competitiveness.