The Viva Fresh Expo heads to San Antonio this year, set for April 16-18 at the JW Marriott San Antonio Hill Country Resort & Spa. Hosted by the Texas International Produce Association, the show focuses on the Tex-Mex Corridor — a point that exhibitors say makes the event stand out.
“It gives growers, retailers, distributors and partners a chance to connect in one central place but in an approachable and relationship-focused setting,” says Jessica Soare, assistant vice president of marketing with Cox Farms. “Viva Fresh was created to spotlight the importance of the Tex-Mex produce corridor and the connections that drive it, and you feel that the moment you walk the show floor.”
Soare says the show packs a punch with its product highlights while fostering an environment that builds conversations and partnerships.
“It truly lives up to its reputation of being the biggest little show, as you get the impact of a major industry event with the personal connections of a much smaller one,” she says.
It’s the camaraderie and community that sets Viva Fresh apart, says Priscilla Diaz, sales representative with EXP Group.
“This is our region, and while many of us may work just miles apart, this event brings everyone together under one roof,” she says. “It’s the perfect opportunity to reconnect with industry friends and strengthen the relationships and partnerships that help drive our region forward.”
Helen Aquino, vice president of innovation for Village Fresh Greenhouse Grown, says that while it might be the biggest little show, Viva Fresh brings the big Texas energy.
“In true Texas fashion, everything feels big: the relationships, the opportunities and the conversations,” she says. “It’s a show where meaningful connections happen and where Texas-grown produce really takes center stage.”
Alan Aguirre Camou, chief marketing officer of Divine Flavor, says Viva Fresh highlights the critical role Texas plays in the Tex-Mex Corridor.
“As a main port of entry for the U.S., this region is the heartbeat of our supply chain, and Viva is the perfect place to connect deeply with the partners who keep that heart beating,” he says.
Juliemar Rosado, director of retail and international marketing with the National Watermelon Board, says she also enjoys the focus that Viva Fresh puts on the role fresh produce plays in healthy eating.
“One thing I like about this show is the Clean Eating Challenge,” she says. “It is amazing seeing such strong support with that program and hearing all the success stories from each person.”
What You’ll See on the Trade Show Floor
Cox Farms — Booth No. 214
Cox Farms plans to showcase multiple greenhouse-grown offerings from BrightFarms and Mucci Farms.
“Texas-grown greens will be a key focus for BrightFarms at this year’s expo,” Soare says. “Grown at an 8-acre greenhouse in Lorena, Texas, BrightFarms lettuce can be harvested and delivered to local retailers in as little as 24 hours.”
Soare says this is part of its Go Texan program, which promotes local agriculture.
Cox Farms also plans to showcase BrightFarms’ Asian Sesame Crunch Kit, which is the newest addition to the company’s Crunch Kit lineup. The Asian Sesame Crunch Kit comes with crunchy green leaf lettuce, roasted edamame, crispy carrots, chow mein noodles and a sweet-and-savory Asian dressing.
Mucci Farms intends to highlight its Seedless Mini Peppers, which offer a convenient, no-prep snacking option for consumers. Mucci Farms will also showcase the newest addition to its tomato lineup with the refreshed Cherto cherry tomatoes on the vine, known for their vibrant colors and improved flavor profile, Soare says.
EXP Group — Booth No. 318
Tropicals and specialty produce will be the highlight of EXP Group’s booth. This includes hot peppers, papayas, mangoes, coconuts and other exotic fruits.
Jesus Cavazos, vice president of Texas operations for EXP Group, says the company will also debut its Rosita brand ready-to-drink coconut, delivering the naturally sweet taste of fresh coconut in a convenient, ready-to-enjoy format.
“As demand for authentic tropical flavors continues to grow across the region, products like this help retailers meet consumer interest in fresh, culturally familiar produce while offering something unique and memorable,” Cavazos says.
Pure Flavor — Booth No. 800
Greenhouse tomatoes with vibrant colors, rich flavor and versatility will be the highlight at Pure Flavor’s booth. These include Cherry Picked tomatoes, a premium medley for snacking or entertaining; Rocco Reds, a classic “Chef’s Tomato” with a firm, meaty texture and bold, traditional flavor; and Cloud9 tomatoes, which offer striking color and naturally sweet taste.
“Each of these tomatoes is grown with careful attention to quality and consistency, meeting the expectations of Southwest shoppers who seek bold flavor, convenience and reliability,” says Alania Wilkins, key account manager for Pure Flavor. “By producing close to market in controlled greenhouse environments, Pure Flavor ensures year-round availability, giving retailers produce that enhances meals, sparks creativity in the kitchen and encourages repeat purchases.”
Oppy — Booth No. 1008
Oppy plans to showcase a wide variety of its year-round offerings. This includes avocados, berries, grapes, limes and more.
“Viva Fresh is a great opportunity to highlight the diversity of our year-round offerings and the strength of our grower network,” says Jim Leach, director of foodservice and Southwest sales. “Many of these products enter the U.S. just about 3.5 hours south of the show, so it’s also a chance to talk about the logistics advantages and freshness we can deliver to customers in this region.”
Divine Flavor — Booth No. 1100
Divine Flavor is set to highlight its vegetable commodities. These include colored bell peppers, mini peppers, roma, beefsteak and Magnifico grape tomatoes, and long English and Persian cucumbers.
Camou says Divine Flavor will also discuss the expansion of its McAllen, Texas, warehouse in April.
“While we have successfully run our Jalisco (Mexico) grape program through this hub, we are now integrating our full vegetable lineup into the McAllen operation,” he says. “This strategic move significantly streamlines our logistics, ensuring faster, fresher delivery to our partners throughout Texas and the Midwest.”
National Watermelon Board — Booth No. 213
Expect sampling of watermelon-based recipes at the National Watermelon Board’s booth, says Rosado.
“Showcasing watermelon’s flavor dynamic in addition to health and value,” she says. “Tasting is believing after all.”
The National Watermelon Board will also offer educational resources and will promote its national retail merchandising contest, which runs from June to August and will mark its 18th year.
Village Fresh Greenhouse Grown — Booth No. 903
Texas-grown greenhouse tomatoes in full production will be the highlight of Village Fresh Greenhouse Grown’s booth. This includes its Trio red, yellow and orange mini San Marzano tomatoes on the vine and its Sinfully Sweet Campari and Heavenly Villagio Marzano tomatoes.
“These varieties continue to resonate with customers looking for tomatoes that deliver consistent flavor, quality and year-round greenhouse reliability,” Aquino says.
Village Fresh also plans to showcase its Texas-grown cucumbers.
“Because the product is grown in Texas, it also supports the region’s preference for locally grown produce with dependable supply and shorter transit times,” she says.
