HOUSTON, TX - Houston, Texas, is the birthplace of well-known celebrities and famed sports teams, and from April 11–13, 2024, it was the site of this year’s Viva Fresh Expo presented by the Texas International Produce Association (TIPA). Over the course of the three-day event, over 2,700 industry members showed up and showed out, including 425 retail and foodservice attendees, proving that produce people know how to network in style.
"On behalf of the Texas International Produce Association, we want to say thank you to the more than 2,600 registered attendees that participated in the 9th annual Viva Fresh Produce Expo! This is the first time Viva Fresh has taken place in Houston, Texas, and the feedback from attendees has been outstanding," said Dante Galeazzi, Chief Executive Officer and President of TIPA. "The city, the show, the events, and the networking came together to highlight the Texas-Mexico produce corridor so well that we can't wait to bring folks back to Houston in 2025."
Attendees of this exciting event hit the ground running on Thursday, starting the morning with the Viva Fresh Open at the Golf Club of Houston. After a morning on the green, industry members could attend the Let’s Brew Tour, enabling them to experience Houston craft breweries Saint Arnold Brewing Company and Karbach Brewing.
Later in the day, the Viva Fresh Open continued before attendees were invited to Minute Maid Park, home of the Houston Astros baseball team, for the Astros Reception.
The show's first day was a breeze compared to the second day. The day started with a Meet-and-Greet Breakfast at 7:30 a.m. before a Lime Grading workshop began at 8:15 a.m. The workshop was closely followed by this year’s In Bloom: TIPA Women in Produce Reception, TIPA’s new regional organization for women.
As the second day progressed, attendees were invited to a Keynote Luncheon featuring Max Lugavere, health and science journalist, filmmaker, and bestselling author. The rest of the afternoon was filled with valuable education sessions, including discussions about the Clean Eating Challenge, America’s ag strategy for feeding the world, and the Tomato Suspension Agreement. The day ended with a Y-TIPA Reception for young professionals, a Sponsors VIP Reception, and a Welcome Reception.
The third and final day of the show saw buyers and suppliers showcase their products and innovations. It kicked off with Buyers Speed Meeting Sessions and the EDGE Breakfast, where agricultural students from Texas colleges and universities had the chance to network.
In the afternoon, the show floor was abuzz as industry members made valuable connections and touched base with friends from near and far. The final day then wound down with an Expo Happy Hour before attendees packed their bags and made their way home.
Here is what some familiar industry faces had to say about their experience at the event:
Craig Slate, President and Chief Executive Officer, SunFed®
“As part of the original founding group of Viva Fresh, I’m biased toward this annual event. Viva Fresh Expo is like a fine wine—it gets better every year! The TIPA team, along with Full Tilt Marketing, do an amazing job of creating a unique, engaging, and financially rewarding expo every year. I recommend everyone who is passionate about fresh produce and interested in improving their fresh produce business attend this show. You will NOT be disappointed!”
Tony Incaviglia, Vice President of Sales and Marketing, GR Fresh
“Viva Fresh is all about Texas hospitality and the relationships you are able to build in such a produce-rich region. Whether it’s the local growing regions of Texas or simply the Tex-Mex corridor that is ultimately a draw for retail and foodservice operators to fulfill their supply needs, the show allows for an opportunity to visit with all those attending in a relaxed, stress-free environment. TIPA has done a great job of not falling into the temptation of financial gain, has controlled the event size, and has kept the venue, by definition, a true Regional Expo.”
Aaron Fox, Vice President of Fox Packaging and President of Fox Solutions
“Fox Packaging wholeheartedly appreciates the Texas International Produce Association’s Viva Fresh expo for its significant impact on the fresh produce industry. Through this event, TIPA creates unparalleled networking opportunities for both customers and industry partners alike. Viva Fresh empowers participants to engage in conversations crucial for enhancing supply chain efficiency while granting us, as supply partners, invaluable insights into customer concerns, aiding our continuous innovation efforts. Our presence at Viva Fresh is pivotal for several reasons. We’re given the opportunity to showcase our unwavering commitment to the fresh produce industry, highlighting our proactive stance towards evolving trends and consumer needs. We get to talk about our product line and engage in essential discussions surrounding sustainability and responsible packaging practices. Viva Fresh is an invaluable networking platform, enabling us to fortify existing relationships and foster new collaborations that drive business growth and innovation, all while providing real-time feedback. Ultimately, we want to ensure we're meeting both customer and industry needs, and this event serves as a strategic opportunity for us to reaffirm our role as a committed packaging partner.”
Niels Klapwijk, Vice President, Sales and Procurement, Nature Fresh Farms®
"Exhibiting at Viva Fresh is an opportunity for us to engage directly with some of our key audience, solidify partnerships, and demonstrate our commitment to innovation and growth. Tradeshows are an important part of our business development, offering a platform for us to elevate our brand, expand our network, and ultimately, drive our company forward.”
We can't wait to see how TIPA will outdo themselves at next year's Viva Fresh Expo!
