Lights. Camera. Action! The Texas International Produce Association (TIPA) announced that this year’s keynote speaker is NASA astronaut, engineer, and entrepreneur José M. Hernández. He will headline the 10th annual Viva Fresh Produce Expo on April 10-12, 2025, at the Marriott Marquis in Houston, Texas.
The life of this Mexican-American engineer, who went from being a migrant farm worker to an astronaut aboard the space shuttle Discovery, is a powerful testament to perseverance, innovation, and overcoming barriers.
TIPA said in a press release that his story is a compelling reminder that dedication and vision can transform ambitious dreams into reality—an inspiration to an industry that feeds the world through relentless hard work and innovation.
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“As we celebrate a decade of Viva Fresh, we’re honored to welcome someone who, in part, is one of us,” said Dante Galeazzi, CEO and president of TIPA. “Jose Hernandez’s journey reflects the determination and resilience that drive our industry daily. We know his keynote will inspire our attendees to think bigger and push forward, no matter the challenges.”
Hernández, a former NASA mission specialist and engineer, is now president and CEO of Tierra Luna Engineering, LLC, and a regent of the University of California. In 2023, the biopic A Million Miles Away, starring actor Michael Peña, focused on his life, further cementing his legacy as an inspiration for future generations.
Join TIPA in this special celebration of the tenth anniversary of the Viva Fresh Produce Expo and hear about José Hernández’s inspiring journey. Registration is now open, and there will be exclusive opportunities for buyers, exhibitors, and sponsors.
Viva Fresh 2025 Highlights
- Expanded Viva Fresh Open Golf Tournament – Featuring Tour 18, a course with replicas of the world’s most iconic holes in golf.
- NEW Pickleball Tournament – A fun addition promoting networking through competition.
- Exclusive Buyer Opportunities – Complimentary registration for qualifying retail and foodservice buyers.
- Inspiring Networking & Education – Including In Bloom: Women in Produce and the YTIPA Reception.
For details, visit www.vivafreshexpo.com
About the Expo
The Viva Fresh Produce Expo was established in 2015 by the Texas International Produce Association (TIPA) to create meaningful networking and educational opportunities for its members and highlight the importance of the Texas-Mexico trade corridor as a thriving hub for nutritious fruits and vegetables available year-round.