ORLANDO, FL - Walking down the rows at an IFPA Global Produce & Floral Show, you can't miss the Giumarra Companies booth. The team has always ensured its presence is a reflection of its deep intention and commitment to fresh, as well as its creativity, dynamic energy, and passionate drive to bring value to customers. As we approach the Global show this week, I spoke with Megan Gorgisheli, Vice President of Marketing Administration and Brand, and Kristina Lorusso, Vice President, Retail Partner Services, to learn more about how they plan to bring their vision to life on the show floor.
"Our message at this year's 2026 GPFS is that Giumarra remains a trusted, full-service produce partner with 52-week supply across key categories such as avocados, berries, citrus, and grapes," Megan begins. "Our major supply capabilities are complemented by branded proprietary programs that champion the produce department and add value for consumers. We are focused on helping our customers succeed through consistent supply, innovative branded offerings, and a robust suite of services to support our products."
In Orlando, Giumarra will highlight its comprehensive fresh portfolio, including avocados, berries, grapes, citrus, asparagus, treefruit, melons, and vegetables.
Giumarra will also showcase key upcoming proprietary programs, including SugarWild™ blackberries and Lemonade™ apples, along with other branded initiatives designed to drive consumer engagement and differentiate the produce department.
With a floor presence designed to amplify this messaging, the company will welcome attendees to its Giumarra Club Fresh booth. The beach club-themed experience brings the company's culture and produce expertise to life, highlighting its fresh offerings and the energy and partnership-driven approach that define its business.
"The concept is designed to create a welcoming space where customers, growers, and industry partners can step away from the busy trade show floor and connect with our team in a relaxed environment. The booth serves as a platform to showcase not only our products, but also the people, partnerships, and programs that are unique to Giumarra," Megan describes.
Those people, partnerships, and programs are what drive Giumarra's differentiation and thought leadership at a time when the industry is walking a road of challenges, constraints, and changes.
"The industry is seeing a lot of consolidation at the moment, and we want to remind our customers that we remain committed to providing the personalized service, flexibility, and entrepreneurial mindset that have been hallmarks of our business for more than a century," Kristina reflects. "Remaining true to our founding values makes us better partners as we work to elevate this industry and sustain growers."
Giumarra's ability to combine the resources and reach of a large supply organization with the responsiveness and customer focus of a multi-generational, privately held company is only one way that the team sets itself apart.
"We maintain deep relationships with growers around the world, invest in proprietary brands and marketing programs, and offer category-specific expertise that helps our customers navigate an increasingly complex marketplace. Our goal is to be a committed strategic partner," Kristina shares with me.
Kristina also notes that shopper engagement is another front where challenges lie, but also solutions. While many households continue to feel the effects of inflation, Giumarra is creating more opportunities to meet consumers where they are.
"Fresh fruits and vegetables remain one of the best values in the grocery store, and our industry should continue to communicate that they are not only delicious and healthful, but also affordable and versatile for busy families," Kristina says. "At Giumarra, we work with retail partners to support programs that emphasize quality, convenience, and value for shoppers. We are committed to partnering with our customers to create compelling produce experiences that generate excitement in the department and encourage repeat purchases."
Team members from across all of Giumarra Companies' fresh sales divisions will be at the show, including specialists in avocados, asparagus, berries, grapes, citrus, melons, treefruit, and vegetables, as well as representatives from sourcing, sales, business development, marketing, food safety, and technology across the organization.
Stop by booth #3755 to see the program in action and enjoy a delicious bite courtesy of Giumarra Club Fresh.
See you on the floor, my friends!
Companies in this Story
Giumarra Companies
A simple desire to build a family-based produce business through hard work and commitment to quality, was the seed that…
