Celebrating a Decade of Innovation, Inspiring Leadership, and Strategic Trade Initiatives in the Fresh Produce Industry

The 2025 Viva Fresh Expo, celebrating its 10th anniversary, set a new benchmark for the fresh produce industry with a sold-out show floor and a record 2,760 registered participants, including 438 buyers.

Organized by the Texas International Produce Association, the event gathered industry professionals, trade experts, and agricultural stakeholders to engage in high-level discussions about the future of supply chains and global trade dynamics.

This milestone edition answered the key questions of who, what, why, when, and how by showcasing innovative sessions, high-profile speakers, and dynamic networking opportunities that are crucial for those vested in the produce sector.

In short, here are some takeaways:

• Record Attendance
  2,760 participants and 438 buyers marked the expo’s biggest turnout yet.
• Inspiring Keynote by José M. Hernández
  A former farmworker and NASA astronaut delivered a powerful talk on perseverance and opportunity, which is pretty cool.
• Trade & Policy Insights
  Sessions on tariffs and global trade drew packed rooms, highlighting the produce industry’s concern with evolving supply chain challenges.
• OTIF 2.0 Webinar Announcement
  Upcoming session on April 17 to explore fresh supply chain collaboration, led by former Walmart and Costco executive Manolo Reyes.
• AI & Innovation Discussions
  Emphasis on how automation and AI are reshaping logistics, forecasting, and retailer engagement in produce. For you reading this, think about ways you and your team can streamline repetitive tasks.
• 10th Anniversary Mural
  A large-scale visual tribute made from 4,000+ photos celebrating the expo’s decade-long journey.

Kicking off the expo, former migrant farm worker turned NASA astronaut José Hernández delivered a keynote address that captured the hearts and minds of the audience.

Hernández shared his journey from humble beginnings to the heights of space exploration, emphasizing themes of personal and professional perseverance.

His narrative resonated strongly with attendees, many of whom saw echoes of their own experiences in his inspiring story.

After the session, more than 100 participants approached him, a testament to the deep personal impact of his words and his ability to connect with an audience that spans multiple generations and backgrounds.

Educational sessions throughout the event further enriched the experience by addressing current challenges and opportunities within the produce industry.

A particularly well-attended session on tariffs and global trade policies drew a standing-room-only crowd, where lively discussions and probing questions underscored the community’s concern about both the immediate and long-term implications of shifting trade frameworks.

The session concluded with an announcement for an upcoming webinar on April 17 titled “OTIF 2.0: From KPI to Culture, Strengthening North America’s Fresh Supply Chain.”

The webinar, featuring insights from former Walmart and Costco executive Manolo Reyes, is set to delve into strategies for enhancing vendor collaboration and maintaining transparency amid rapidly evolving tariff conditions, with registration open to all interested parties.

Image: Produce Leaders

Reflecting on the expo’s evolution, Dante Galeazzi, president of the Texas International Produce Association, shared his observations about the significant growth of Viva Fresh over the past decade.

What began as a regional initiative has transformed into a nationally recognized forum for industry discourse and professional development.

Galeazzi noted that this shift underscores the expo’s expanding role in shaping conversations around trade policies, supply chain innovations, and the collaborative spirit necessary for the fresh produce market to flourish.

His remarks highlighted the journey of Viva Fresh from a localized trade show to a key influencer in the broader agricultural landscape.

In addition to its robust schedule of talks and panel discussions, the event offered diverse networking opportunities and vendor showcases that allowed participants to explore the latest in product innovations and market trends.

Attendees sampled a variety of fresh produce during organized tastings and engaged in meaningful exchanges with peers and exhibitors throughout the day.

Among the most memorable features of the expo was the debut of the 10th Anniversary Mural, a visual installation displayed in the hotel lobby.

Composed of over 4,000 photos from the previous nine editions of Viva Fresh Expo, the mural served as a comprehensive visual narrative of the expo’s history, celebrating its growth and the countless stories of industry professionals who have contributed to its legacy.

The expo’s evolution has not only been marked by numerical growth but also by its increasing influence on the strategic direction of the fresh produce supply chain.

From discussions on global trade policies to the introduction of forward-thinking initiatives like the upcoming webinar, Viva Fresh continues to serve as a critical hub for addressing the significant issues that define today’s agricultural environment.

By fostering an environment of education, collaboration, and innovation, the event has solidified its role as an essential annual meeting point for those involved in the dynamic world of fresh produce.

As the event concluded, attendees left with renewed perspectives and actionable insights into trade, production, and vendor relations.

The 10th anniversary of the Viva Fresh Expo not only celebrated a decade of success but also set the stage for continued growth and a future defined by proactive industry collaboration and strategic insights.