GR Fresh’s Tony Incaviglia on Viva Fresh; Strengthening Retail Partnerships and Supply Consistency

MCALLEN, TX - What I have learned more than anything in recent years, working with our industry leaders and advocates, is the strength of relationships in the face of both manageable and unmanageable challenges. Celebrating the wins is one thing, but coming together when times get tough is when the rubber meets the road. Viva Fresh is an organization that celebrates this strategic alliance. As we move toward the annual Viva Fresh Expo, industry veteran Tony Incaviglia joins me to discuss GR Fresh’s program going into the event and why relationships are key.

“At the end of the day, everyone here can sell produce, but only a few can actually grow produce. For us, it’s always been about partnerships first. Anyone can move produce, but in markets like these, it’s about who shows up consistently for you,” Tony, Vice President of Sales and Marketing, tells me. “Across all categories, including tomatoes, avocados, cucumbers, eggplant, and both green and colored bell peppers, to mention a few, we work side by side with our customers to navigate whatever the market or Mother Nature throws at us, good or bad.”

GR Fresh takes pride in its consistency, steadiness, and transparency.

“We may bend but never break because when our partners win, we win. That’s how we have always approached it,” Tony shares. “This year will feel especially meaningful because of what everyone’s been dealing with: volatile markets, supply gaps, and a lot of uncertainty across key commodities. It’s created real pressure on programs and partnerships.”

There is no better time than now for Viva Fresh—a meeting ground for conversations that bring all parties to the table.

“What makes this show timely is the chance to get face to face, reset alignment, and have honest conversations about how we move forward together and truly team up,” Tony reflects. “For us, it’s about strengthening the relationships we’ve built over the years and finding new ways to support each other through whatever comes next. In times such as these, that kind of connection matters more than ever.”

The strength of GR Fresh’s core program across its entire product list is essential today, especially in a year where consistency has been hard to come by.

“Being able to offer a dependable, well-rounded mix really matters,” Tony explains before turning to the company’s additional value strategies. “On the innovation side, we’re focused on how we source and support expanding growing regions, strengthening grower partnerships, and improving visibility so our customers can plan with more confidence. It’s less about reinventing the wheel and more about making the wheel stronger and more reliable.”

All of these messages share a deep, resonant theme: The industry is moving toward deeper partnerships and smarter supply chains.

“It’s not just about price anymore; it’s about trust, communication, and who can help you navigate challenges before they become problems. That’s exactly where we’re focused,” Tony expresses. “What we are most hopeful about is the resilience of this industry. No matter how challenging the markets get, people continue to show up, adapt, and find solutions, and that says a lot about where we are headed. The partnerships we value most are the ones built on trust, transparency, and a long-term mindset. So, for us, it’s less about one transaction and more about finding people who want to grow together, solve challenges together, and build a relationship that lasts.”

GR Fresh will have a cross-functional team at Viva Fresh, which is central to how the company approaches partnerships. It’s not just sales, but production, operations, and leadership as well.

“That means when we sit down with customers or partners, we can speak to the full picture—what’s happening in the fields, how we’re navigating supply challenges, and how we execute day to day to keep programs running as smoothly as possible,” Tony details. “Our production team brings real-time insight into growing and sourcing market conditions, operations focus on consistency and execution, and the leadership team is there to strengthen long-term alignment and strategy. At the end of the day, it allows us to have more meaningful, solution-driven conversations—not just talk about what we can do, but how we can actually get it done together.”

Keep an eye out for the GR Fresh team this April, and make sure to stop by the Viva Fresh booth #1000!