Viva Fresh: Keeping it Crisp For 2024

The Texas International Produce Association (TIPA) will use almost the same formula they used last year for the 2024 Viva Fresh trade show, with a little crisp twist.

They will promote the Tex-Mex region, focusing on health and nutrition impacts. Viva Fresh will happen on April 11-13 at the Marriott Marquis Hotel in Houston, Texas.

“Houston is going to bring in a different clientele. It’s a little closer to the Valley. It’s going to be, in my opinion, probably a younger focus”, said Dante Galeazzi, CEO and president of TIPA, in an interview with Abasto.

Dante Galeazzi
Dante Galeazzi, CEO and president of TIPA.

There were two thousand and six hundred attendees at last year’s edition, and they expect a bit more this year.

The keynote speakers, of course, will bring something fresh to the trade show and the schedule.

“One of the pillars of Viva Fresh has been networking, and so we want to create as many opportunities as possible,” said Galeazzi.

Viva Fresh 2024 Schedule

Viva Fresh 2024 consists of three days. Thursday will focus on social networking elements; Friday is the educational day, and Saturday is the expo day.

Thursday is about getting people together through golf, brewery tours, and a reception at the Astros Baseball Stadium.

Friday’s main events are the In Bloom Reception, a women in produce group, a keynote luncheon, the yearly expected Clean Eating Challenge, and the Y-TIPA, a networking event for ages 35 and under.

The keynote speaker will be Max Lugavere, a New York Times best-selling author with 41 years.

His mother developed dementia in her fifties, which led him to realize the critical role of food and diet in brain health.

Related Article: TIPA Announces Max Lugavere as Keynote for Viva Fresh Expo

Attendees will learn about the tomato suspension agreement during the education sessions because Texas is one of the principal ports for fresh tomatoes.

Saturday is the trade show.

According to Galeazzi, the exhibitors are arranged so that it is easy to identify the sellers and their products. Buyers will be present at the event, and logistics, trucking, international data, and analytics companies will also be present.

Reasons to go

More than 190 companies will be exhibiting their goods as regional vendors and coming from states like New Mexico, Arkansas, Oklahoma, and Louisiana, as well as from Mexico. Buyers from across the country, Canada, and Mexico will be there.

“People come to this show because they’re looking for business opportunities. So, we want to give the attendees as many opportunities as possible,” said Galeazzi.

Viva Fresh focuses on reconnecting the industry and providing attendees with necessary information.

“We always want to push ideas for additional and increased consumption. How do we get people to eat vegetables even though they know they are healthy already and choose not to eat them?” said Galeazzi.

Attendee registration for the event is available online at

Viva Fresh started in 2015 as a small regional tradeshow to highlight the importance of the Lower Rio Grande Valley as an emerging trade corridor and production zone. The Texas International Produce Association (TIPA) hosts it and focuses on networking, education, and building relationships in a relaxed and intimate setting.

The Texas International Produce Association (TIPA) was created in 1942 to represent shippers’ interest in Texas-grown fruits and vegetables. TIPA’s member companies include growers, import shippers, specialty shippers, distributors, and material and service providers.