As the produce and floral sectors prepare for peak sales opportunities, the Fresh Produce & Floral Council (FPFC) is gearing up for its inaugural Produce & Floral Holiday Showcase, scheduled for August 26–27, 2026, at the Westin South Coast Plaza in Costa Mesa, California.
Designed to help retailers, suppliers, and distributors capitalize on major holiday demand, the two-day event features a packed agenda that includes strategic summits, industry keynotes, educational breakout sessions, and a focused exhibit hall. The showcase highlights key calendar holidays that traditionally drive high sales volume across both categories.
With a curated, intimate format engineered to foster direct buyer-supplier connections, space for the showcase is strictly limited. Industry professionals planning to attend must finalize their registration by August 19.
For schedule details and registration access, visit the official Fresh Produce & Floral Council portal.
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On the Agenda: Produce and Floral Success
Produce and floral make the holidays, and FPFC’s Holiday Showcase enables retail buyers to prepare their sets for the upcoming season, from Halloween pumpkins and Dia de los Muertos floral to Christmas greens, New Year’s spreads and Valentine’s Day bouquets. Fall and winter are the prime seasons to engage consumers who prioritize their holiday budgets during the holidays, even when the economy looks challenging.
“Shoppers cut back everywhere before they cut back on the holidays. The Holiday Showcase provides a place for retailers to plan their set and keep engaged and ready for the most joyful portion of the calendar,” said Ryan Sanchez, Produce Sales Manager for Albertsons. “Our industry makes the holidays, and the holidays make our industry successful.”
The event warms up on Wednesday, August 26, with the Fresh and Fierce Women’s Leadership Summit, a special pre-conference session for professional women in floral and produce. The summit features a keynote from the former CEO of Frieda’s Branded Produce, Karen Caplan. The host and emcee is Veronica Rodarte, Director of Sales & Commodity Management Chili, Tropicals & Herbs for Progressive Produce.
Concurrent summits for produce and floral follow. On the floral side, Paige Veneble of Vallarta Supermarkets moderates a panel conversation with floral industry voices from Gelson’s, Raley’s, Superior Grocers and more. Tom Barnes, CEO of Category Partners, will deliver the keynote at the produce summit. A produce panel conversation features leaders from Stater Bros. Markets; Legacy Farms, Cal-Fresco and Frieda’s Branded Produce; and others.
A welcome reception closes the first day with the floor décor representing key celebrations, from Halloween and Día de Los Muertos through Superbowl Sunday and Valentine’s Day.
Thursday, August 27, begins with breakfast, an opening plenary and industry panel. Then, educational breakouts cover retail crisis management, talent trends, floral and floral design, Food Safety Modernization (FASA) and Perishable Agricultural Commodities Act (PACA) updates, plus the legislative outlook from Sacramento.
After a networking lunch that includes Business Buyer Meetings for Platinum Elite, Gold Premium and Silver Supporter sponsors, the exhibition hall opens.
A Showcase for All Seasons
The Holiday Showcase Exhibition hall is intimate by design. It’s a casual environment where exhibitors can interact and make quality connections with buyers and other attendees.
Only 59 booths are available, with seven remaining. The deadline to reserve a space in the exhibit hall is August 7.
The Showcase is an ideal opportunity to network face-to-face with retail buyers. Here are just a few of the buyers who are signed up for the Holiday Showcase:
- Gelson’s
- Superior Grocers
- Vallarta Supermarkets
- Cardenas Markets
- Save Mart
- Mother’s Market
- Irvine Ranch Market
- Carlsbad Ranch Market
- Community Provisions
- Rancho Markets
- Charlie’s Produce
With insightful speakers, informative sessions, limited space and a narrowing registration window, now is the time to register for the Produce & Floral Holiday Showcase. Attendees cans save $100 by signing up before the early bird registration deadline of July 31.