GOLDSBORO, NC - As the produce industry prepares to come together for the 2026 IFPA Global Produce & Floral Show in Orlando, Farmers Fresh, Avokita and Tr3s del Valle are taking another step in building their presence, relationships and long-term vision in the U.S. market.

Based in Goldsboro, N.C., the companies operate from a warehouse and distribution center that supports customers primarily across the eastern United States. As their portfolios continue to grow, so do their goals: expand distribution, strengthen their reach across the East Coast, and create new commercial relationships across retail, foodservice, and distribution.

All three companies will attend IFPA from Oct. 14-16, using the event to connect with buyers, distributors, growers, and other partners across the supply chain, a press release stated.

“Customers want to know who they are doing business with,” says Eduardo Garibay, CSO of Farmers Fresh and Avokita, in the recent release. “Being face-to-face creates a different level of understanding, and that is especially important in an industry where timing, product quality and execution matter every day.”

Together, the three companies address distinct parts of the food market while sharing the same objective: create dependable partnerships, expand distribution, and connect more products with the customers looking for them.

• Farmers Fresh focuses on the import and distribution of fresh fruits and vegetables, including Hass avocados, Roma tomatoes, Persian limes, bananas, carrots, celery, green cabbage, iceberg lettuce, and romaine. Its operation is built around dependable supply, product quality and the coordination needed to move fresh produce efficiently from source to customer.
• Avokita brings a specialized avocado portfolio to the market. The company imports and distributes fresh Hass avocados and is developing avocado-based products for retail, foodservice, and distribution, including extra virgin avocado oil, guacamole and avocado pulp. Its portfolio creates different ways for customers to work from fresh produce to value-added formats.
• Tr3s del Valle focus on processed consumer goods inspired by Latin American heritage, bringing familiar flavors, cultural relevance and products designed for U.S. commercial channels serving Hispanic consumers.

This year at IFPA, the teams are approaching the show as a place to listen, meet, and open new conversations, while building toward a broader industry presence in the years ahead.

Interested in learning more about the three companies, product portfolio, or distribution opportunities? Request information or connect with the sales team at
[email protected]

EAST COAST - A slow-moving nor’easter is bringing coastal flooding and strong winds from the Mid-Atlantic toward New England, with the potential to affect pumpkin and leafy green harvests, shipments, and deliveries in exposed areas. No crop damage or supply disruption has been confirmed.

The National Weather Service in Virginia expects flooding through multiple high tides, while its New Jersey forecast calls for repeated tidal flooding and coastal wind gusts of 45 to 50 mph. Flooded roads could complicate pickup and delivery schedules, even where growing areas avoid the worst of the storm.

Coastal New England faces its strongest wind and flooding threat Friday and Saturday. The storm’s track remains uncertain, and its effects on growing regions will depend on where the heaviest rain and wind develop.

For pumpkin and leafy green suppliers, the immediate concern is whether field conditions and transportation routes allow harvests and shipments to stay on schedule.

AndNowUKnow will continue to monitor weather impacts on produce.

MILLEN, GA - The Southeast Produce Council (SEPC) is honoring the life of Tom Page, a founding leader who passed away on September 17. A past chairman and recipient of the council’s Lifetime Achievement Award, Page helped shape SEPC through his leadership, mentorship, and deep commitment to the fresh produce industry. The council remembers him just as warmly for the friendship and Southern hospitality he shared with those around him.

It is with heavy hearts that we share the passing of one of SEPC’s true founding visionaries, Tom Page, who passed away on September 17th.

Tom’s legacy is woven into the very fabric of the Southeast Produce Council. As a founding father, his leadership, wisdom, and unwavering passion for the fresh produce industry helped lay the groundwork for everything our council stands for today. Among his many notable contributions, Tom served as a Past Chairman of the Board and was honored as a recipient of the prestigious SEPC Lifetime Achievement Award.

Beyond his professional achievements, Tom embodied the spirit of warmth, mentorship, and genuine Southern hospitality that defines our SEPC family.

As we honor his extraordinary life and lasting impact, our thoughts, prayers, and deepest condolences go out to his family, his friends, and all who were blessed to know and work alongside him.

Rest in peace, Tom. Thank you for your leadership, your friendship, and for helping us grow higher together. You will be deeply missed and forever remembered.

For those wishing to share memories, tributes, or words of comfort for the family, please feel free to leave them in the comments below.

FORT WORTH, TX - Village Fresh Greenhouse Grown is kicking off its new Texas growing season with a fresh crop and a broad lineup of greenhouse-grown tomatoes and cucumbers ready for customers across the country.

The Texas-grown assortment includes Sinfully Sweet Campari®, Juicy Beefsteak, Delectable TOV, Savory Roma, Big Bend Beefs™, Exquisite Heirloom, and the company’s signature Heavenly Villagio Marzano®, along with Scrumptious Mini Cucumbers and Luscious Seedless Long English Cucumbers.

From everyday tomato staples to distinctive specialty varieties and fresh cucumbers, the lineup gives retail and foodservice customers multiple options for building a strong greenhouse-grown assortment around flavor, freshness, versatility, and consistent quality.

“Texas is at the heart of our growing program, and we’re excited about the quality and variety coming into the market with the start of the new season,” said Richie Keirouz, Senior Vice President of Sales, Village Fresh Greenhouse Grown, in the recent release. “Having such a broad assortment allows us to support our customers across the category — from high-volume everyday items to differentiated specialty products that bring flavor and excitement to the produce department.”

The new crop reflects Village Fresh’s long history of controlled environment agriculture in Texas and its focus on delivering products that meet a range of consumer needs and eating occasions.

Among the specialty lineup is Heavenly Villagio Marzano®, the company’s distinctive mini San Marzano tomato, celebrating 15 years of flavor in 2026. Since its introduction in 2011, the variety has become a signature Village Fresh offering, valued for its rich flavor, unique shape, and versatility.

Village Fresh will bring its Texas-grown lineup to the International Fresh Produce Association Global Produce & Floral Show in Orlando, Florida, October 15–16, 2026. The full Village Fresh team will be on hand at Booth #3470, giving customers and industry partners an opportunity to see the new-season products, taste select varieties, and discuss programs for the season ahead.

“We’re looking forward to welcoming customers to our booth and having our team together in Orlando,” added Keirouz. “It’s an opportunity to talk about the season, understand what our customers are looking for, and let the quality and flavor of the products speak for themselves.”