ANAHEIM, CA - Holiday menus are treasured traditions, but that doesn’t mean there isn’t room for something new. As the holiday season approaches, everyone is looking for inspiration to make family celebrations special. Shoppers are looking for new ideas as they make their shopping lists. Retailers and online vendors are locking down their orders and promotions. One conversation shapes the other.

In booth 743 at the IFPA Global Produce & Floral Show, Frieda’s Branded Produce is helping its partners hit a holiday hole-in-one. With a variety of specialty produce, retailers and foodservice operators can offer new, innovative ingredients and cater to holiday traditions from every culture. Frieda’s Branded Produce is ready to meet with its partners to finalize their 2026 holiday programs – and start planning for 2027 – at the IFPA Global Show.

Frieda’s is also showing why it’s the #1 selling coconut brand in the U.S. by featuring Sillies® Pop-Top Party Coconuts. The easy-to-open, drinkable coconut is a refreshing example of the brand’s value-add capabilities. It’s a great reason to stop by the booth on its own, but the Frieda’s team and colleagues from Legacy Farms and Cal-Fresco are also available to discuss contract programs across all categories and business units.

The rising costs and tight budgets of 2026 make it more important than ever for retailers and foodservice providers to align with suppliers. The right combination of quality, value, and flavors will keep customers in a festive mood that supports long-term loyalty. Frieda’s and its sister companies, Legacy Farms and Cal Fresco, have these pillars of customer experience down to a science, and they’re excited to bring this expertise to current and future partners at IFPA’s biggest event.

According to C+R Research for Frieda’s Branded Produce, 56% of shoppers want produce that feels more special than what they usually buy when cooking for the holidays. The beauty of shallots and Stokes Purple® sweet potatoes is that they fit into existing holiday recipes while adding a colorful new twist. The Stokes Purple is the #1 preferred purple sweet potato, and it’s the industry’s top-seller. Nutritious, with well-balanced sweetness and intense color, it’s a hit with shoppers during the holidays. Shallots, chicories, and citrus also elevate seasonal recipes with enhanced flavors and textures.

“People can add fun creativity and flavor to their celebration without reinventing the holiday meals they look forward to every year,” said Alex Jackson, vice president of sales and marketing at Frieda’s, in the recent release. “Shallots, boiler onions, and Stokes Purple sweet potatoes add interest to displays, and they stop shoppers who want to try something new. With some signage or smart cross-merchandising, they’re an easy add to any basket.”

Holiday traditions come from every culture. Frieda’s helps its clients cater to all of them. One example is ponche navideño, a holiday punch that’s popular in Latin American households. Frieda’s offers the highest quality ponche ingredients, like tejocote, guava and tamarind. For Chinese New Year, Frieda’s has retailers covered with Popjoys® kumquats, mandarinquats, dragon fruit, Shanghai bok choy and more.

“Our companies seamlessly deliver holiday staples across the vegetable category,” said Dan Madsen, CEO of Frieda's Branded Produce, Legacy Farms and Cal Fresco. “Frieda's brings specialty items, like Asian vegetables, that stop shoppers in their tracks and introduce new traditions. Legacy Farms and Cal Fresco bring fresh, delicious favorites like Brussels sprouts, asparagus, green beans, squash, and broccoli. With one meeting at the IFPA Global Show, our partners can start making a thoughtful plan for the whole holiday season and the coming year.”

In booth 743, Frieda’s is showing why it’s the #1 selling coconut brand in the U.S. by featuring Sillies® Pop-Top Party Coconuts. The easy-to-open, drinkable coconut is a refreshing example of the brand’s value-add capabilities. It’s a great reason to stop by the booth on its own, but the Frieda’s team and colleagues from Legacy Farms and Cal-Fresco are also available to discuss contract programs across all categories and business units.

At a time when every business is fighting for market share, be sure to visit Frieda’s, Legacy Farms, and Cal-Fresco at the Global Show expo, October 15-16. They’re excited to work as your category management partner and help you achieve your sales goals. Visit friedas.com to contact the Frieda’s sales team in advance or to check out other trending produce items for the holiday promotions and 2027 planning.

KINGSVILLE, ON - Flavor meets innovation at booth 3743 this October when Mastronardi Produce® heads to Orlando for the 2026 International Floral & Produce (IFPA) Global Produce & Floral Show (GPFS). Visitors to the Mastronardi™ booth can expect to find new packaging, fresh flavors, an expanded organics lineup, and a few surprises along the way.

This will be the first time GPFS attendees get a look at the oval packaging for Angel Sweet® tomatoes and Pop Its™ cucumbers, built for snacking on the go. The award-winning Tomato Branch™ triangle package will also be making its first appearance at GPFS, and show attendees will get an exclusive look at the new 18 oz format. The elegant package mimics the natural shape of the tomato vine and is completely recyclable.

This year, Mastronardi™ is extending the organic Bombs™ lineup, adding Sugar Bombs® and Bombs Squad™ to the SUNSET® organic offerings. The organics lineup already includes the popular Flavor Bombs® tomatoes, making these two additions a natural fit. "Our Bombs® tomatoes have one of the most loyal followings in fresh produce," said Paul Mastronardi, President and CEO of Mastronardi Produce®, in the recent release. "Bringing Sugar Bombs® and Bombs Squad™ to the organics set gives retailers and consumers more options within the category."

This year marks 25 years of Mastronardi Produce® and SUNSET® at GPFS, a quarter century of product launches, packaging debuts, and conversations with the partners who bring them to shoppers. "We've been on this show floor for 25 years, and we keep coming back for the same reasons: this is where the industry gets its first look at what's next, and it's where relationships grow," continued Mastronardi.

Ahead of this year's show, Mastronardi Produce® has once again launched a series of LinkedIn videos to showcase and tease upcoming product releases. Follow along for the first glimpse at some of these hot new launches and be sure to visit Mastronardi™ October 15-16 at booth 3743 in Orlando.

CABORCA, MX - The VII International Asparagus Summit will bring approximately 150 members of the asparagus industry together in Tucson in February 2027, creating a unique forum for growers, retailers, importers, distributors, logistics providers, suppliers, customs agencies, and other industry partners to connect, share perspectives, and discuss the future of the category.

Organized by the Caborca Fruit and Vegetable Growers Association (PROFYH), the seventh edition of the International Asparagus Summit will emphasize commercial relationships, communication, and collaboration across the supply chain. The event is part of PROFYH’s plan to alternate the Summit between Mexico and the United States. While U.S. editions will focus primarily on commercial relationships, distribution and networking, future editions in Mexico are expected to place greater emphasis on technical and production topics.

“For PROFYH, this Summit is an opportunity to professionally present the realities of the asparagus industry in Caborca while bringing together the people who will help shape its future,” said Marcelo Vanegas, Chairman of PROFYH, in a recent release. “Our goal is to have growers, retailers, importers, distributors, logistics providers and other partners across the supply chain sitting together, communicating openly and building stronger relationships. We want the people who will be working together in this industry over the next 10 years to begin strengthening those relationships today.”

Caborca Remains Critical to the North American Asparagus Supply

The Summit comes at an important time for the asparagus industry, particularly in Caborca, Sonora, one of Mexico’s major asparagus-producing regions during the February, March, and April production window.

In 2026, Caborca had approximately 9,462 hectares dedicated to asparagus production and produced approximately 141.9 million pounds. In 2020, the region had approximately 14,210 hectares and produced approximately 255.8 million pounds. The figures represent a roughly 33% decline in production area and a 45% decline in production volume over the six-year period. Despite these changes, Caborca remains strategically important to the North American asparagus supply chain due to its growing conditions, established agricultural infrastructure, and proximity to the United States. Its location allows asparagus to move quickly from the field toward U.S. markets, helping support freshness and quality.

The industry also continues to navigate rising labor costs, labor availability, changing economic conditions, and ongoing supply-chain pressures. Organizers believe that greater communication between each stage of the supply chain can help the industry better understand those challenges.

“We need better communication and transparency across the entire asparagus supply chain,” Vanegas said. “Every part of the chain has an important role, from the grower and importer to the distributor, logistics provider, and retailer. When we bring everyone together, we have an opportunity to better understand what each part of the industry is experiencing, share information openly and build stronger relationships that benefit the category as a whole.”

Bringing the Industry Together

The 2027 Summit will feature high-profile speakers, commercial panels, industry discussions and extensive networking opportunities. A golf tournament is also planned, with proceeds benefiting a nonprofit organization in Caborca. Chris Horrell, Farm Direct Supply, who has attended the International Asparagus Summit for several years, said the event provides a level of access and transparency that is difficult to achieve through day- to-day business interactions.

“Having attended the Summit over the years, I’ve seen the value of bringing the entire asparagus community together in one place,” Horrell said. “By bringing together growers, importers, logistics providers, packaging companies, and sales teams to share real-time updates, the entire asparagus supply chain can communicate better and build stronger relationships. This direct connection is vital for the asparagus industry, where market conditions change rapidly.”

Rogelio Fontes Rascon, General Manager of PROFYH, also sees the event as an opportunity for the industry to learn from one another. “I think the Summit is a great opportunity for all of us in the asparagus industry to come together, share our experiences and learn from each other,” Fontes Rascon said. “We’re also putting together a strong program with great speakers and discussions that we hope will bring useful ideas and information to everyone attending.”

The VII International Asparagus Summit aims to bring together the people who grow asparagus, move it across borders and through the supply chain, market it, and ultimately put it in front of consumers. Additional speakers, programming, and Summit details will be announced in the coming months.

YAKIMA, WA - Superfresh Growers® is heading to the International Fresh Produce Association (IFPA) Global Produce & Floral show in Orlando with three important conversations for customers: how to connect with shoppers around fiber and gut health, bringing new attention to bulk organic fruit through Orchard Buddies™, and what the category data reveals about opportunities at store level.

Today's shoppers look for foods that offer convenience, nutrition, quality, and value, and many find meal and snack ideas online before they shop. Apples and pears fit naturally into those everyday needs, giving retailers an opportunity to connect online inspiration with what shoppers see in the produce department. At IFPA, Superfresh Growers will unveil a new campaign centered around fiber and the growing conversation around gut health. Retail partners can get an early look at the campaign, including digital assets and in-store merchandising tools, and begin planning ahead of the program’s start.

“Consumers often have a shopping list in mind before they reach the store,” said Julieta Castillo, Marketing Coordinator at Superfresh Growers. “When the message they see online carries through to the produce department, retailers have a better opportunity to turn that interest into a purchase. We’re excited to show buyers how apples and pears fit into the conversations shoppers are already having about food.”

Visitors at booth #1571 can also get a first look at their Orchard Buddies PLU stickers, which bring the characters beyond packaged fruit and onto bulk apples and pears. The expansion gives retailers a new way to make bulk displays engaging for families and introduce more shoppers to the program dedicated to teaching the importance of caring for the earth.

For buyers wondering what to feature next, Superfresh Growers’ Customer Insights Manager, Trisha Casper, will be in attendance to discuss purchasing trends and opportunities specific to their shoppers. Retailers can discuss assortments, pack sizes, and merchandising across apples, pears, cherries, blueberries, and apricots with our team.

Stop by booth #1571 to see what’s next for Orchard Buddies™, ask about the upcoming consumer campaign, and bring your category questions to the team.