The West Coast Produce Expo returns to the JW Marriott Desert Springs Resort & Spa in Palm Desert, Calif., May 27-29. It's the mix of networking, education and trade show that attendees say blends seamlessly with a resort-style desert vibe atmosphere that makes it the industry's “pulse check” for the West Coast summer fruit and vegetable season and a must-attend event.
Cassie Howard, senior director of category management and marketing at Sunkist Growers, says she expects to see a lot of conversations stem from driving consistent movement in a more value-conscious environment, “whether that's through stronger merchandising, effective promotional programs or leveraging high-performing varieties to keep shoppers engaged.”
Angela Hernandez, vice president of marketing for Trinity Fruit Co., says she expects a lot of conversations both on the show floor and at the numerous networking opportunities to focus on lining up the right promotable windows with production as volume builds.
“Everyone is looking to maximize movement while keeping quality and consistency front and center,” she says.
Sarah Burns, Stemilt Growers' merchandising manager for the West Coast, says she suspects a lot of the talk will focus on current events.
“We anticipate there will be continued conversations around potential concerns of the economy like labor challenges, tariffs and rising fuel costs,” she says.
Ross Johnson, vice president of retail for the Idaho Potato Commission, agrees, noting that “value and efficiency will be front and center.”
Innovation to drive sales will also be a key discussion point, says Bryan Shelton, vice president of sales and marketing at Giorgio Fresh and Foods.
“Buyers are looking for new items and formats that stand out but also deliver on flavor, consistency and real movement at retail,” he says.
Supply chain resilience will also be another likely hot topic at WCPE, says Diego Morales, sales manager for D Produce Co.
“Supply chain resilience continues to be a major focus, especially around consistency, sourcing strategies and adapting to shifting demand,” he says. “In addition, conversations around food safety, traceability and sustainable practices are becoming increasingly important as buyers look for trusted, long-term partners.”
Trade Show Floor Discussions
Trinity Fruit Co., Booth No. B519
Hernandez says that what Trinity Fruit hopes attendees take away from its booth is how the company is a reliable, solutions-driven partner.
“Whether it's steady volume, flexible pack styles or helping execute strong promotions, we want buyers to know they can count on us to deliver and adapt to their needs,” she says.
Hernandez says that the show is the perfect time to talk about the California stone fruit season.
“It allows us to connect early, align on promotions and build momentum heading into the peak summer season,” she says.
Honeybear Brands, No. A511
Kristi Harris, brand manager with Honeybear Brands, says she hopes WCPE attendees leave its booth understanding the company's ability to offer year-round apples from all over the world.
“While Washington is the biggest driver in the category, our regional growing and packing operations in the Midwest and on the East Coast complement our program, bringing retailers fruit grown closer to home and an import strategy that puts fresh and flavorful apples on the deck all summer,” she says. “Mother Nature can be fickle, and Honeybear offers a multifaceted, year-round strategy that ensures excellent quality and assurance of supply.”
Harris says visitors to the booth will learn about the start of the cherry season and some of the promotions available, including a holiday-themed pouch to celebrate the 250th anniversary of the founding of the U.S.
She says conversations will also stem from Honeybear's import programs.
“Import apples and pears are in motion, and that fresh flavor and quality can set a retailer apart from their competitors,” she says. “We also have a very strong domestic variety in Pazazz that is an incredible storage apple. It's bold, bright and juicy long after other key varieties have started to fade in flavor and consistency.”
Sunkist Growers, No. A111
Howard says WCPE is the perfect time to talk citrus with retailers who are focused on maintaining citrus momentum.
“It's an opportunity to align on bulk programs and merchandising strategies that support grapefruit, oranges and lemons while keeping citrus top of mind,” she says.
Visitors to the Sunkist booth will learn more about the company's core varieties such as navels, lemons and valencias and new merchandising bins and displays to improve movement and visibility.
“We want buyers to walk away with a clear understanding of how Sunkist is helping drive citrus performance at retail,” she says.
Visitors will also hear more about the year-over-year performance increase of cara cara oranges.
“Volume is up 12% year-over-year, and the introduction of the Pink Bag has helped drive awareness, elevate the set and bring new energy to the category at retail,” she says.
Stemilt Growers, A602
Burns says cherry season will be a key talking point for visitors to the Stemilt booth as WCPE kicks off the summer season.
“It's a great time to discuss programs and plans with retailers to help set them up for success this summer,” she says. “While we're still a long way out from the new apple and pear crops, it gives cherries a time to shine while fruits, veggies and healthy eating are top of mind for consumers.”
Burns says she hopes booth visitors leave with a clear picture of Stemilt's strengths in the tree fruit category.
“Our goal is to create an experience that embodies Stemilt's strength as a leader in growing and shipping World Famous cherries,” she says. “With our main focus on quality, we're striving for sweet, crisp and delicious cherries for the entire length of our long season starting in California and ending in Washington.”
Giorgio Fresh and Foods, No. B504
Shelton says visitors to the Giorgio booth can expect to see new products firsthand.
“We're bringing real innovation to the category — new, high-quality products that combine great flavor with convenience, backed by a supply chain buyers can rely on all summer long,” he says.
Shelton says produce really takes center stage in the summer with outdoor gatherings and grilling, and the show is a perfect time to capitalize on that momentum.
“It's all about fresh, flavorful and convenient options that complement that lifestyle,” he says. “We're focused on products that are easy to enjoy, whether it's something ready-to-eat or a fresh item that pairs perfectly with meals off the grill.”
CMI Orchards, No. B802
Rochelle Bohm, vice president of marketing for CMI Orchards, says she wants visitors to its booth to walk away seeing the company as a partner, not just a fruit supplier. She says CMI plans interactive demos, conversations around sustainability, unique variety sampling and more to bring innovation to life and deliver excitement and results in the produce department.
“Our goal is to build an experience that goes beyond just showcasing fruit, where buyers can connect with a passionate team focused on helping their business grow,” she says. “From customizable programs and data-driven insights to merchandising solutions that move product and inspire shoppers, every touchpoint is designed with impact in mind.”
Bohm says WCPE is the perfect backdrop to shape CMI Orchards' summer business strategy.
“It comes at a key time when we can connect with customers in real time to understand how their cherry season is progressing, while also shifting the conversation toward planning for new crop apples and pears,” she says. “WCPE gives us the opportunity to cover all aspects of the business in one place, so we can collaborate with partners to build strong, season-long programs that drive results across the produce department.”
Idaho Potato Commission, No. B701
Johnson says he wants attendees to come away from the show with an understanding of how Idaho potatoes offer consistency, quality and category performance.
“From strong consumer recognition to reliable and consistent supply, we are focused on helping retailers drive sales,” he says.
Johnson notes that the show hits right as retailers are finalizing summer merchandising plans and preparing for a new crop.
“The show allows us to connect directly with our partners as we focus on discussing category trends and crop expectations,” he says. “It is also the perfect opportunity to discuss promotions, volume hopes and allows us to lay the groundwork for a strategic way to capitalize on consumer demand.”
D Produce Co., Booth No. B800
When asked what he wants WCPE booth visitors to walk away remembering about D Produce, Morales says reliability, noting this year's booth offers a clean presentation, product quality and a welcoming space for meaningful connections.
“At D Produce Co., we combine consistent high-quality with a supply chain our partners can depend on,” he says. “From sourcing to delivery, our focus is on transparency, food safety and long-term relationships that help our customers succeed.”
Morales says the show comes at a pivotal moment as summer demand begins to accelerate, adding that it's an ideal setting to align with buyers on upcoming programs.
“Being on the West Coast also allows us to connect with key retail and foodservice partners while reinforcing our readiness to support peak-season volume with consistent supply and logistics efficiency,” he says.
