HOUSTON, TX - Growth is on the table for many companies as we make our headway into spring 2024. As Viva Fresh sits fruitful on the horizon, companies like Divine Flavor are fine-tuning their programs and elevating their messaging as they set their sights on the Marriott Marquis in Houston, Texas, April 11–13, 2024, for the annual event. With the trade show buzz driving excitement for attendees, I spoke with Divine Flavor’s Vice President, Patrick Cortes, on what we can expect from the company’s Viva Fresh program this year.

“Divine Flavor continues to expand its vertically integrated growing operations throughout Mexico in table grapes, hot house vegetables, and tomatoes,” Patrick tells me. “To start, our major farm in Jalisco, Mexico, will be going with our earliest grapes from Mexico—which is looking to be a strong season. We will be winding down our hot house operation in Western Mexico and getting set for the transition to Central Mexico and Baja.”

When you arrive at the Divine Flavor booth, expect to be impressed with a full-scale program of table grapes and hot house veg, including bells, mini peppers, cucumbers, and tomatoes.

“The acreage on our Jalisco table grape game continues to expand bringing earlier high-flavor grapes from Mexico including Cotton Candy and exclusive availability of AUTUMNCRISP from Jalisco,” Patrick continues. “We will also discuss our new capex projects to expand our vertical integration in the hot house and some exciting new varieties we expect to launch in tomatoes, mini peppers, and cucumbers later in the year.”

When I ask Patrick why Divine Flavor is such a competitive and valuable partner when it comes to keeping a produce department high in quality, consistency, and product offerings, he tells me that the company adds value to its customer base by investing in vertically integrated farms.

“We listen to our retail and foodservice partners and what challenges they have and we plan to address those challenges. We do this with the best varieties and most sustainable growing practices,” Patrick explains to me. “We are also continuously reinvesting into our business by planting more. We know that multiple sources of production 52 weeks a year help keep surety of supply at the forefront of our service pledge, along with flavor, quality, and being socially responsible."

With an exciting program highlighted by growth, investment, and passion, Patrick expresses his excitement about attending the Viva Fresh program.

“This show has blossomed to become a regional show, with a national impact. So much of our industry revolves around Texas and the border, and that includes our business. Viva Fresh has become a must-attend event if you want to drive your business and stay at the forefront of what our industry is doing,” Patrick reveals.

Mark your exhibitor lists for Viva Fresh booth #901, and get ready to get ready!