The 2025 Viva Fresh Expo marked its 10th anniversary with a sold-out show floor and 2,760 registered participants, including 438 buyers. The event, organized by the Texas International Produce Association, continues to draw attention as a forum for discussions around trade, supply chains, and the future of the produce industry.
The expo opened with a keynote address from José Hernández, a former migrant farm worker who became a NASA astronaut. His account of personal and professional perseverance resonated with the audience, many of whom connected his story to their own backgrounds in agriculture. More than 100 attendees met him after the session, highlighting the personal impact of his remarks.
© Viva Fresh Expo
Throughout the event, educational sessions addressed current challenges and opportunities in the industry. One of the most attended sessions focused on tariffs and global trade, drawing a standing-room-only crowd. Attendees raised numerous questions regarding the short- and long-term implications of evolving trade policies. The session concluded with plans for a follow-up webinar on April 17, titled OTIF 2.0: From KPI to Culture, Strengthening North America's Fresh Supply Chain. The webinar, featuring former Walmart and Costco executive Manolo Reyes, will explore strategies for vendor collaboration and transparency amid shifting tariff conditions. Registration is open to all interested parties.
Dante Galeazzi, president of the Texas International Produce Association, commented on the show's development over the past decade, noting its shift from a regional event to one with national industry relevance.
The event featured vendor showcases, product tastings, and networking opportunities for professionals across the fresh produce supply chain. A notable addition this year was a 10th Anniversary Mural displayed in the hotel lobby. The installation, composed of over 4,000 photos from the past nine events, served as a visual summary of the show's history and participants.
From its start as a regional initiative, Viva Fresh has grown into a prominent gathering for stakeholders interested in the agricultural and supply chain dynamics of the Tex-Mex corridor. The event continues to highlight ongoing developments in trade, production, and collaboration within the fresh produce sector.
For more information:
Jen Velasquez
FullTilt Marketing
Tel: +1 813 380 8411
Email: jen@fulltiltmarketing.net
www.vivafreshexpo.com