Highlights: 2023 Viva Fresh Expo Recap
GRAPEVINE, TX - Starting Thursday, March 30, Grapevine, Texas, was the place to be as the Texas International Produce Association (TIPA) officially kicked off the Viva Fresh Expo at the Texan Gaylord Resort & Convention Center. Throughout the three-day event, over 2,600 buy- and supply-side members gathered to celebrate the produce industry, network, gain valuable insights into the Texas and Rio Grande Valley trade corridor, and even show off their golf skills.
"Viva Fresh 2023 can be defined in just a few words: record-breaking great! With more than 2,600 attendees, 200 exhibitors, and 400 retail-foodservice buyers, we saw nothing but smiles and happy faces conducting business from the show floor," said Dante Galeazzi, President and Chief Executive Officer of the Texas International Produce Association. "Easily the best Viva Fresh yet, and we’re excited to make it even better next year when we take the show to Houston for Viva 2024."
As attendees arrived on Thursday, they were allowed to register for the annual Viva Fresh Open Golf Tournament, which this year posthumously recognized Gracie Gonzales, a long-time TIPA employee. The event teed off in the afternoon. A portion of the funds raised will be presented to Texas State University in conjunction with the Hays County Juvenile Detention Center to develop an in-house garden.
Viva Fresh attendees could also participate in the second annual Viva Fresh Winery Tour, sponsored by SunFed®, visiting three local wine-tasting stops.
On Friday, guests were ushered into a Meet and Greet Breakfast before enjoying a virtual field tour. Following the tour, attendees were invited to a keynote luncheon featuring special guest Charlie Jabaley—aka Charlie Rocket—the social media sensation known for his philanthropic efforts. Later on in the afternoon, guests could attend a seminar on legislative issues.
From 3:15–5:15 p.m., TIPA’s In Bloom Women’s Committee hosted its session featuring four female produce professionals as panelists. Through a series of Jeopardy-style questions, the audience was invited to provide insights into obstacles they have faced in their careers and helpful strategies they’ve used to build their networks.
Later, the event pivoted to the YTIPA networking hour, giving the future generation of produce the opportunity to mingle. This was followed by In Bloom’s cocktail hour, Sponsors VIP Reception, and finally, the Welcome Reception.
Saturday marked the start of the Expo part of the event, giving buyers and suppliers the chance to connect on the show floor. Buyer Speed Meeting Sessions took place in the morning before the Grand Opening Ceremony. The Exhibit Hall officially opened at 10:30 a.m., hosting 208 exhibitors and 430 buyers.
Finally, the show closed with an Expo Happy Hour, allowing attendees to connect again before heading home.
Here is what some of our industry friends had to say about the exciting show:
Tony Mitchell, Vice President of Corporate Produce, Associated Wholesale Grocers
“Viva Fresh Expo continues to raise the bar every year by bringing incredible vendors, retailers, wholesale distributors, and foodservice distributors together under one roof. The education and networking are impeccable. Great job, Viva Fresh staff!”
Bryan Barsness, Vice President of Sales and Marketing, GrubMarket
"We are thrilled to be back in Dallas and have the opportunity to showcase WholesaleWare at Viva Fresh. We've had an overwhelmingly positive response from attendees excited that a modern, feature-rich platform has finally come to the produce industry. This experience has not only been a tremendous success for GrubMarket's technology, GrubPay, and e-commerce, but it has also allowed our sister companies to deepen their many relationships too in Texas, Mexico, and across the world. I am excited to see what the future holds for us and look forward to continuing to innovate and grow the WholesaleWare by GrubMarket brand with our trusted partners in the produce industry, both old and new. We'll see everyone back to this show again in Houston next year!"
Craig Slate, President and Chief Executive Officer, SunFed®
"The show was a buzz from start to finish. A great golf tournament, opening reception, and a fabulous show day. I believe the show broke all its previous records from buying attendees to overall attendees. The networking opportunities were endless, and the vibe was hot! Charlie Rocket, the keynote speaker, provided a great testimonial for living a lifestyle based on consuming fresh produce. I hate to see this one end, but I can’t wait until next year in H-Town! Having the entire hotel for the industry next year in Houston will be amazing."
Jacob Fox, Sales, Fox Packaging
"Viva Fresh offers the opportunity to engage with our industry in a way that is personal—we are able to meet each other at face-level and build the relationships that keep our supply chain supportive, smart, and proactive.”
This was Viva Fresh's eighth show in its third city. After three years in Dallas, the event will be moving to Houston, where the association invites all industry members to join them to celebrate the importance and diversity of the Tex-Mex region.
It seems that the Viva Fresh Expo only gets better each year. We can’t wait to see what TIPA has in store for 2024!
