This year’s West Coast Produce Expo is poised to be the most insights-packed, inspirational and energizing in the event’s 12-year history. Set to take place May 28-30 at the JW Marriott Desert Springs Resort & Spa in Palm Desert, Calif., attendees will experience three dynamic days of networking, farm tours, activities, industry insights, BizMatch meetings, new products on the expo floor and much more.
For the first time, results of The Packer’s Fresh Trends 2025 survey — fielded to more than 1,050 female (53%) and male (47%) consumers from across the U.S., representing five generations and multiple income levels — will be revealed during an exclusive video presentation May 30.
Also on deck for May 30, The Packer will honor its 2025 Women in Produce, eight incredible changemakers moving the produce industry forward. And The Packer and Equitable Food Initiative will pay tribute to the Grow the Good Farmworker of the Year and this year’s finalists.
Keynote speaker Kevin Brown will round out the programming with his must-see presentation: “Stop Chasing Greatness and Start Living Your Potential.” One of today’s most memorable motivational speakers, Brown will challenge common thinking with uncommon wisdom on greatness and invite you to take control of becoming your best. Are you good enough to be great? Come to the keynote and find out.
Packed with new product innovations, the expo floor will be open from noon to 5 p.m.
As always, we can’t wait to see you at this year’s West Coast Produce Expo.
Schedule of events
(All items are subject to change.)
Wednesday, May 28
3-6 p.m. — Registration open (Center registration counter)
8-10 p.m. — Welcome activity: SINGO* (The Grove)
What’s SINGO? A fun spin on Bingo by mixing music with a high-energy game of song Bingo. The DJ plays popular songs (based off of the created playing cards), and attendees mark their cards as they recognize the songs. Mark your SINGO cards and win. It’s not just a game — it’s an experience combining music, networking and fun.
*Separate registration required: Cost $40 per person. (Includes your bingo cards for all rounds and open bar during activity). Badges required. Be sure to pick up your badge before registration closes at 6 p.m.
Thursday, May 29
6:30-11:30 a.m. — Farm Field Tours* (Center registration counter)
Continental breakfast available before departure. Bus will pick up and depart near the West Coast Produce Expo registration desk at 6:30 a.m.
*Cost: $99 (preregistration required)
Farm Tour Stops:
• North Shore’s herb growing process, exploring how fresh herbs are cultivated in state-of-the-art greenhouses, nurtured from seedlings to harvest, and then
carefully packed for shipment to stores and customers.
• Creekside Organics will host the group at Doc’s Organic, a family farm specializing in growing, packing and transporting organic citrus.
6:45 a.m. to 12:30 p.m. — Golf tournament (Pro shop)
Breakfast available starting at 6:45 a.m.; shotgun start at 7:30 a.m. Cost: $295
7–10 a.m. — Pickleball tournament (JW Tennis Courts)
Cost is $55 per person. Pickleball paddle and other fun swag will be provided.
A short clinic will start in the morning, then teams will be assigned and a round-robin fun tournament format will be played. You’ll get to play with a variety of people. Paddles and balls provided. Breakfast and drinks included.
8 a.m. to 5 p.m. — Registration open (Center registration counter)
11 a.m. to 6 p.m. — Exhibitor move-in (Sinatra Ballroom)
11:45 a.m. to 1 p.m. — Golf lunch (San Jacinto Ballroom)
2:30-5 p.m. — BizMatch (The Pavilion)
BizMatch sessions are predetermined scheduled meetings between buyers and sellers. These are prescheduled in advance. Your company will be notified with your scheduled meetings if you
are participating.
7-9 p.m. — Thursday reception (The Grove)
Join us for a retro golf- and “Caddyshack”-themed reception, where we’ll be channeling the spirit of the Bushwood Country Club. Prepare for a night of fun, laughter and maybe a few gopher-related surprises. We’ll have golf-themed decorations, games, putt-putt, golf simulator, a roaming dinner buffet and lots of cocktails. Dress code: golf attire or your best “Caddyshack” character costume. Get ready to tee off and celebrate with us at one of the most beautiful golf resorts in Palm Desert.
Friday, May 30
7-8 a.m. — Pilates and Produce: A Yoga Experience (The Grove)
Yoga towels will be provided. Join us in The Grove bright and early for some outdoor Pilates and yoga-type workout.
8-9 a.m. — BizMatch (Springs Ballroom A-F)
Predetermined scheduled meetings: You will be notified individually if you are scheduled to participate in a BizMatch session.
8-9:30 a.m. — Breakfast with optional table topics (JW Pavilion)
Join us for breakfast, with optional table topics available. Sit down and chat with other attendees about the latest in important industry topics or just relax at a nontopic table and enjoy networking while eating breakfast.
8 a.m. to 5 p.m. — Registration open (Center registration counter)
9:30-10:15 a.m. — Fresh Trends 2025 revealed (The Pavilion)
Gain exclusive insights from The Packer and Produce Market Guide’s most comprehensive Fresh Trends consumer report to date, featuring in-depth data, insights, analysis and more on today’s fresh produce shopper. This session will include tips for leveraging the data to drive growth throughout the year.
10:15-10:30 a.m. — The Packer and Equitable Food Initiative present the Grow the Good Farmworker of the Year award. (The Pavilion)
10:30-11:30 a.m. — Keynote with Kevin Brown, motivational speaker and author (The Pavilion)
Stop Chasing Greatness and Start Living Your Potential — How Heroes and Champions Stand Out at Work and in Life.
What if greatness was looking for you? In this counter-intuitive keynote, Brown challenges common thinking with uncommon wisdom on greatness. While we should absolutely have worthy goals and chase our dreams, greatness is another matter entirely.
If you listen to the greats, the GOATs and the gifted ones, they rarely talk about chasing greatness. They talk about chasing their potential. They talk about consistently showing up and doing the work that others won’t do.
Greatness is subjective, elusive and will ultimately be decided by others based on your body of work.
What you can control is becoming your best — becoming so good that the world cannot ignore your work — so good that greatness will find you when it matters the most. Are you good enough to be great?
11:30 a.m. to 12:30 p.m. — Lunch served (The Pavilion)
12-5 p.m. — Expo open (Springs and Sinatra ballrooms)
4-5 p.m. — Closing reception (Springs and Sinatra ballrooms) Join us for a cocktail to end the day while making those last stops on the trade show floor.
5 p.m. — Expo closes (Sinatra Ballroom)