MISSION, TX - Viva Fresh may be over, but the conversations that matter are still continuing. The Texas International Produce Association (TIPA) invites produce professionals across North America to a free, live webinar this Thursday, April 17 at 12:00 PM CST for a deep dive into the reality of “on time and in full” in the face of changing trade and tariffs.

The webinar, “OTIF 2.0 – From KPI to Culture: Strengthening North America’s Fresh Supply Chain Through Trust, Digital Readiness & Cultural Relevance” will be presented by Manolo Reyes, a seasoned retail produce executive with senior leadership experience at Walmart, Costco, NatureSweet and Fresh Del Monte. With fresh insights following the tariff-focused discussion at Viva Fresh Expo in Houston, Reyes will break down how the fresh supply chain must evolve—not only to meet demand, but to build resilient, transparent partnerships in a time of geopolitical uncertainty, shifting consumer habits, and logistical strain.

“This is more than a logistics conversation—it’s a leadership conversation,” said Dante Galeazzi, President and CEO of TIPA, in a recent press release. “We’re at a pivotal point in our industry where communication, trust, and cultural relevance matter just as much as product quality and price. Manolo has walked the walk at the highest level, and he brings real clarity to what buyers want, and how suppliers can deliver in today’s environment.”

• When: Thursday, April 17
• Time: 12:00 PM – 1:00 PM CST
• Registration: Zoom

The webinar will show how OTIF is no longer just a metric but a mindset covering communication as the currency of trust, how to build better win-win relationships and how to strengthen OTIF alignment and supply chain collaboration.

Growers, marketers, importers and retailers will all gain critical insights for navigating the road ahead—together. Registration is now open at Register Now:  Zoom