TUCSON, AZ - The desert was cold but the festivities were hot—such was the atmosphere at an international gathering representing the Southwest for the Fresh Produce Association of the Americas' (FPAA) SWIPE. Heavy on the events anchored with an intimate show floor, it was a great opportunity for the industry to gather against the Tucson, Arizona, backdrop.
With a record 800-plus in attendance marking over 50 percent growth for the show, this evolving event is one to keep an eye on when expanding and strategizing your produce calendar.
The event kicked off with the 55th Annual SWIPE Desert Classic Golf Tournament, bringing together professionals across the supply chain to enjoy the setting of the JW Marriott.
"This is the second year of our having an expo tied to the golf tournament. We have been able to match a 1-1 exhibitor-to-buyer ratio, which is the environment we strive for. We want it to be intimate and inviting, made that much better by the culture fueling the show," Lance Jungmeyer, President of FPAA, reflected. Reflecting on the growth from this year to last, Lance pointed out an exciting first for the event. "We partnered with the FPFC (Fresh Produce and Floral Council) on the tournament this year for the first time, which has been a great way to expand and diversify the network of the event."
And if you didn’t feel comfortable swinging a club, the FPAA invited guests to enjoy the pool, stating, “While the golfers are away, everyone else can stay by the pool. Join your SWIPE friends at the reserved luxury cabanas poolside at the JW Marriott Starr Pass. You’ll find snacks, drinks, a chill vibe, and lots of time for catching up and networking as you unwind. Let the golfers chase birdies and eagles while you chase relaxation and fun!”
It is a message that truly sets the stage for the entire event—to find the fun amid the business. This was driven home with a delicious dinner provided by the association at the SWIPE Opening Reception, which officially kicked off the education and introduction of the coming expo.
Friday kicked off bright and early, gathering and honoring the women of the industry with the Women’s Leadership Breakfast and Panel. Walmart Mexico's Dania Guzman moderated an insightful and inspiring conversation between Sysco’s Julie Olivarria, Robinson Fresh’s Mary Paz, H-E-B’s Kristi Novak, Giumarra Companies' Kellee Harris, Fresh Farms’ Martha Noriega; MIXTEC Group’s Kristen Reid; and Produce House’s Raquel Espinoza. It was a powerful launch into a series of educational opportunities and events such as Meeting New Demographic Changes and Handling Regional Challenges Across Western North America, not to mention panels that continued on the show floor.
As experience blends with unprecedented times in our industry, the FPAA took a moment to honor a pair of movers and shakers for their years of service, dedication, and development in fresh produce. Congratulations to Kip Martin, 2024 Pillar Honoree, and JJ Badillo, 2024 FPAA Member of the Year!
Such connections and advocacy well represent what the event, and FPAA, are all about.
"My favorite part of this show is always the quantity and quality of time we get to spend with the people in our industry," Andy Hamilton, Chief Executive Officer at Markon Cooperative, shared from the show floor. "After running the gamut of bigger shows, it’s really nice to visit an intimate show. Even as it’s gotten busier from last year, you can still feel as though you never have to rush a conversation. It’s a refreshing way to do business that I keep coming back for."
As did many others, not just from the floor to the evening BBQ, but even into Saturday when the FPAA lined up a number of opportunities for its visitors to decompress and soak up the last of the 2024 event.
A 2024 Border Dash Tour, a Pima Air and Space Museum Tour, or a trip to the Tucson Trap and Skeet Club offered a few ways to experience the region in a different way for both fun and functional Saturday shenanigans. It was the perfect way to send everyone off before an extended break that will see SWIPE return in January of 2026.
I, for one, cannot wait to see what the next chapter of this rising networking opportunity holds.
