The Packer and Farm Journal's inaugural East Coast Produce Expo, set for Jan. 12-13 at the JW Marriott Turnberry Resort and Spa in Aventura, Fla., is where the produce industry will gather to set the strategy for the year ahead and forge meaningful relationships that will endure for many years to come.
While the roots of this must-attend produce event stem from GOPEX, ECPE promises to be a true complement to our West Coast Produce Expo, with all the elements and intimacy you've told us you value about our events, plus much more.
ECPE is designed with four core values:
- Making real connections — ECPE's BizMatch program, trade show and networking events are built to inspire meaningful conversation and collaboration, ensuring exhibitors and buyers leave with real business opportunities, not just introductions.
- Setting the strategy — ECPE 2026 will offer an exclusive first look at The Packer and Farm Journal's most comprehensive Fresh Trends Consumer Report to date, including analysis of what the data means to your business and how the industry can leverage the report's insights to grow in the year ahead and beyond.
- Regional focus and national relevance — ECPE brings together decision-makers from across the East Coast's sourcing, distribution, retail and foodservice landscapes, while the presence of national buyers ensures broad exposure and business growth beyond the region.
- Solutions-driven agenda — The ECPE agenda is designed to deliver the actionable insights, essential tools and relationships that drive success in the fresh produce industry.
And then there's the unofficial fifth key theme: fun.
ECPE 2026 begins bright and early Monday, Jan. 12, when we'll kick things off with networking and Florida fun in the sun. From a golf tournament to pickleball to a Little Havana Food Tour to a produce pool party, attendees can mix and mingle while soaking in some of the Sunshine State's hottest happenings.
Those on the Little Havana Food Tour will have the opportunity to discover some of the most authentic Cuban cuisine outside of the island. This culinary adventure is all about flavor; from savory empanadas and Cubanos to refreshing mojitos and coladas, Little Havana serves as a food-
lover's paradise.
And if you're looking to simply relax and connect with fellow ECPE participants, be sure to join us at the JW Marriott's Cascata Pool for a produce poolside gathering, where we'll offer açai bowls, beverages, chair massages and some fun surprises.
Join us for a Olympic-themed reception Monday from 7 p.m. to 9 p.m., where we'll celebrate the spirit of competition, excellence and global unity. In addition to food and drinks, we'll “compete” in games from pineapple bowling to curling and more.
Matches That Spark
Have you heard about BizMatch+? If you're already scheduled for one or more of these highly effective and efficient meetings between buyers and sellers on Monday afternoon, well done. If you're new to BizMatch, please connect with a team member from The Packer who will help you to schedule a BizMatch meeting in the future.
Education, Insights and Inspiration
Round 2 of BizMatch+, from 8 a.m. to 9:30 a.m., will kick off the morning of Tuesday, Jan. 13. Immediately following at 9:30 a.m., we'll offer an exclusive first look at The Packer and Farm Journal's most comprehensive Fresh Trends consumer report to date, including analysis of what the data means to your business and how the industry can leverage the report's insights to grow in the year ahead and beyond.
And be sure to attend our panel discussion: “Harnessing the Marketing Mindset of CPGs to Fuel Produce Consumption.” Moderated by Lance Burditt, The Packer's senior vice president for food and agricultural sustainability, and Christina Herrick, produce editor, this panel of marketing gurus will explore how bringing a CPG sensibility to fresh produce marketing campaigns can elevate brands, cultivate loyal customers and drive consumption.
Panelists including Kim Chackal, co-owner and vice president of sales and marketing for Equifruit; John Cymbal, co-founder and chief marketing officer of Molly Pop; Kevin Hamilton, vice president of global marketing communications for the U.S. Highbush Blueberry Council; and Cristie Mather, vice president of marketing for The Mushroom Council, will discuss their most successful campaigns to date and why they resonated, providing you with inspiration and actionable takeaways for your business.
In an Olympics year, we're excited to welcome Dominique Dawes, three-time Olympian, Olympic Gold Medalist and gymnastics academy owner to the stage for a keynote presentation certain to inspire.
Get Down to Business
After the keynote and lunch on Jan. 13, attendees are invited to experience the energy of the expo floor from 11:30 a.m. to 4 p.m., where exhibitors will showcase their latest innovations and more.
Pure Flavor, Booth No. 401
“We're excited to showcase the new Pure Flavor brand at ECPE,” says Paul Murracas, senior account manager, sales for Pure Flavor. “Our fresh look, launched in October, features bold, modern design and clear messaging, making it easier than ever for shoppers to spot quality in the produce aisle.”
Murracas also says the streamlined packaging puts simplicity and product visibility front and center, making it easy for shoppers to make quick, confident choices.
“At the show, we'll also be highlighting Rocco Reds, The Chef's Tomato, vine-ripened for rich flavor and color, [and] perfect for sauces, salsas or slicing,” he says. “Cherry Picked takes the tomato medley to new heights with a premium collection of our best snacking tomatoes: tropical Tiki Tomatoes, sweet red Cherry Azuca Tomatoes, and citrus OMG Tomatoes — perfect for sharing, grazing or enjoying right out of the pack.”
Murracas and the team at Pure Flavor say they're also looking forward to connecting with their retail partners and sharing the full range of Pure Flavor produce.
“It's always great to meet in person, show our passion for fresh produce, and let people see how our refreshed brand and clean, simple packaging make it easy for shoppers to spot quality,” he says. “At the show, we'll bring the Pure Flavor portfolio to life, from tomatoes to peppers and cucumbers, so partners can experience firsthand the vibrant color, great taste and versatility that make Pure Flavor a trusted choice for families and retailers alike.”
The Leamington, Ontario-based greenhouse grower also sees the show's East Coast venue as advantageous.
“The show is a perfect place to show how our portfolio delivers consistency, convenience and taste that shoppers can rely on,” Murracas says. “Being in Miami makes it easy for North American buyers to attend, so we can connect directly, showcase our products and reinforce Pure Flavor as a trusted leader in fresh produce.”
TendWell Farm, Booth No. 502
TendWell Farm's Danielle Hutchison also sees the show's location and timing as well-positioned.
“TendWell Farm is exhibiting at the East Coast Produce Show to connect directly with East Coast buyers and industry leaders, showcase our East Coast-grown, premium organic produce and green-skinned avocados from the Dominican Republic, and build meaningful partnerships early in the year at the first major fresh produce event of 2026,” says Hutchison, owner of TendWell Farm along with Steven Beltram.
Hutchison looks forward to speaking with attendees about its farming practices and to taking part in BizMatch.
“We're excited to connect with new and existing customers, share the story of our regenerative farming practices, highlight the quality of our organic program, and participate in the expo's networking and BizMatch sessions,” Hutchison says.
Why should attendees come visit the TendWell Farm booth at ECPE?
“Visit our booth to experience samples of our organic produce and green-skinned avocados, learn about our farm, discuss sourcing opportunities, and explore how TendWell Farm can support buyers' needs with high-quality, year-round fresh produce,” Hutchison says.
Mushroom King, Booth No. 508
Mushroom King CEO Joshua Ho is eager to share the company's story around family-owned farming and high-quality mushrooms.
“Mushroom King Farm is exhibiting at this year's East Coast Produce Show to highlight our team's ability to service a national customer base with affordable, locally grown specialty mushrooms,” Ho says. “This might seem contradictory, but because of our generations of expertise and strategically located family-owned farms, we're able to service customers across the country while reducing food miles, extending shelf life and consistently delivering high-quality specialty mushrooms.”
Ho also views ECPE as a good opportunity to drive growth in the specialty mushroom category.
“For us [attending ECPE] is all about the people — reconnecting face to face with our long-term partners, meeting new faces and having new conversations that lead to new relationships to help grow the specialty mushrooms category and introduce them to a broader audience,” he says.
The second-generation owner and his wife, Akeesha Dhariwal, invite attendees to visit the Mushroom King booth, where they will share insights into mushroom cultivation, reliable specialty sourcing and category development.
Westmoreland Sales/Topline Farms, Booth No. 402
Westmoreland Sales is set to show ECPE attendees the freshness of Canadian greenhouse-grown produce.
“We're exhibiting to strengthen relationships with East Coast customers and share how our Canadian-grown greenhouse vegetables deliver freshness, reliability and sustainability at scale,” says Dino DiLaudo, senior vice president of sales and marketing for the company.
DiLaudo adds that Westmoreland and its Topline Farms brand are in southern Ontario, close to the U.S. border, where it's uniquely positioned to serve the East Coast efficiently.
“We're providing a shorter supply chain, consistent year-round availability and excellent shelf life,” he says.
What is DiLaudo excited about for this year's show?
“We're excited that this year's show brings together both conventional and organic produce, creating a strong platform to showcase the breadth of our lineup while connecting with partners and peers across the produce industry,” he says. “We're also excited to share the latest developments at Topline Farms as we continue to grow and innovate.
“We've recently expanded our heirloom tomatoes and our roma tomato footprint, one of the fastest-growing segments in the category,” he continues. “Grown year-round in our advanced LED-lit Canadian greenhouses, our tomatoes deliver exceptional freshness, flavor and quality. Stop by our booth to see our vibrant tomatoes up close and learn more about how we're bringing innovation, sustainability and excellence to every harvest.”
Fox Packaging, Booth No. 305
“At ECPE, we'll be highlighting how our 30% PCR film structures help suppliers and retailers meet sustainability expectations while keeping performance, cost and operational realities front and center,” says Victoria Lopez, marketing and business
development manager for Fox Packaging.
Lopez says the practical questions the Fox Packaging team is asked most often include what the cost impact looks like, how the sustainability claim can be communicated clearly and responsibly, and how PCR can be incorporated without disrupting existing packaging programs. The team will be ready to answer these questions and more at ECPE.
“We'll also be emphasizing that all of
our films are PFAS-free, an important baseline expectation that continues to
gain momentum across the industry,” she says. “In addition, we'll be showcasing our poly pouch capabilities, including more rigid polypropylene pouch options and LDPE store drop-off-eligible bags with reinforced handles.”
Lopez adds that, as a domestic bag supplier, Fox Packaging is also helping customers reduce risk associated with overseas sourcing by offering more reliable lead times and minimizing exposure to potential tariff impacts.
“We're excited to connect with growers and packers and share sustainable options that are designed for real-world operations, not just for looking good on paper,” she says. “And personally, I always enjoy talking through private-label programs and how packaging can support brand consistency and retail requirements.
“Our goal is to have more direct conversations with growers and packers about their current and future packaging needs, and to build stronger relationships and pipeline with teams actively evaluating new programs or looking to upgrade existing ones,” adds Lopez, who notes that ECPE's venue in the Miami area is also a plus.
“Being in South Florida allows us to connect with a high concentration of produce decision-makers and partner networks, making it a valuable setting for productive, in-person conversations,” she says.
(Kerry Halladay, associate editor for The Packer, contributed to this report.)
