HOUSTON, TX - As the importance of Texas and the Rio Grande Valley as vital trade corridors continues to grow, so does the Viva Fresh Expo. Kicking off April 11–13, 2024, Viva Fresh supply-side exhibitors and attendees will meet with the buying community to strengthen the vision and impact of the fresh produce prowess in these regions. To get a closer look at what some of our friends are showcasing, I caught up with Fresh Farms, which is bringing more quality and value to its retail partners this year.

“We will be highlighting the kickoff of the Mexican table grape season, highlighting our volume, varieties, packaging capabilities, and timing,” David Watson, Senior Vice President of Sales and Marketing, shares with me. “Additionally, our Taste to Believe grape campaign is tailored to retailers who want to introduce Cotton Candy, Candy Hearts, and Candy Snaps to their guests and shoppers."

This bright and vibrant program has expanded its footprint, calling out merchandising at the point of purchase and in digital and social media, while also providing demos and informative signage about the grapes, flavor profiles, and uniqueness.

In addition to the Taste to Believe Candy grape campaign, Fresh Farms is experiencing increased volumes of grapes from Jalisco and Sonora.

“We have a unique position in the grape arena due to the Jalisco grapes we grow and the timing of this crop. We are in the market in early April with fresh table grapes varieties of the highest quality, with mostly green and some red varieties, as well as Cotton Candy grapes to be delivered within a few short days of harvest to retailers' stores,” David shares. “We believe this area will continue to grow for us. It dovetails nicely into the Northern Mexico grape season to offer a consistent supply from April 1 to July 15.”

Increased volumes of spring watermelons will also be a topic of conversation at the show.

As we wrap up our conversation about Fresh Farms’ Viva Fresh program, David tells me that the team always enjoys the show because it is local with a great value proposition.

“We like Viva Fresh because it is a product-driven show highlighting Southern vegetables in Mexico and Texas. It’s the perfect time to kick off spring watermelons and Mexican grapes. And, as always, the Viva Fresh team selects the perfect venues for a company with our product complements. The retailers who attend are very important and are keen to see what’s new in this area,” David details.

As the excitement for Viva Fresh 2024 continues to build, mark your exhibitor lists with booth #1120 to see all that Fresh Farms has to offer.