A decade ago, visionary industry leaders recognized the burgeoning potential of the Texas fresh produce sector and established Viva Fresh, a dedicated trade show to showcase its significance. Born in 2015 as a modest regional event, Viva Fresh aimed to spotlight the Lower Rio Grande Valley’s emergence as a vital trade corridor and production hub.
Viva Fresh serves as a platform to amplify the remarkable growth within the Texas produce industry.
The Pharr International Bridge in Texas handles over 65% of the nation’s fresh produce imports from Mexico, contributing to more than $47 billion in annual trade and playing a crucial role in boosting the local, state, and national economy.
“Viva Fresh is crucial in connecting buyers with this thriving ecosystem. By showcasing the diverse range of fresh produce grown within Texas, including over 60 distinct crops, Viva Fresh emphasizes the state’s ability to provide a year-round supply of fresh produce. This “one-stop-shop” approach benefits buyers by offering access to a comprehensive selection of high-quality produce within a single location,” said Dante Galeazzi, CEO and president of The Texas International Produce Association (TIPA), in an interview with Abasto.
Even though the event has four pillars, one highlights the rest.
“We’ve always tried to make sure that our show stays about networking and a relaxed schedule,” said Galeazzi.
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VIVA FRESH 10 YEARS MILESTONES
- Remarkable growth. The inaugural show welcomed just over 1,200 attendees and 100 exhibitors, while last year’s event attracted nearly 2,700 attendees and approximately 200 exhibitors. They anticipate a similar level of participation in the 2025 edition.
- First to cancel and come back. Viva Fresh was one of the first events to cancel due to COVID-19 and the first show to resume in-person gatherings following the initial wave of lockdowns.
- Texas is more than a big state. Viva Fresh is committed to showcasing its diverse regions. To achieve this, Austin, San Antonio, Dallas, and Houston have functioned as hosts. For the 10th edition, Viva Fresh will be in Houston. San Antonio will host the show for two years, followed by a two-year stint in Dallas.
LESSONS LEARNED
One key lesson from the early years was the importance of proper venue selection. The inaugural show in Austin quickly outgrew the initial hotel accommodations, necessitating the addition of two more hotels to accommodate the unexpected influx of attendees. Since then, Viva Fresh has accommodated all attendees under one roof.
NEXT 10 YEARS
The next decade presents exciting opportunities for Viva Fresh.
They anticipate a significant focus on technological advancements within the industry, particularly in automated harvesting. Viva Fresh will play a crucial role in showcasing these innovations and discussing their impact on the industry’s future.
“I hope that in 10 years, Viva Fresh is able to highlight the massive number of new varieties that are focusing on flavor and shelf life but mostly on what consumers want,” said Galeazzi.