The 2025 Viva Fresh Expo marked its 10th anniversary April 11-13 with a sold-out show floor and 2,760 attendees, including 438 buyers, at the Marriott Marquis in downtown Houston.
The show opened with a keynote speech from José Hernández, a former migrant farm worker who became a NASA astronaut. More than 100 people waited in line afterward to shake his hand, take a photo and thank him personally.
Educational sessions throughout the show provided insights and sparked conversation, with a session on tariffs drawing an overflow crowd.
The session closed with a call to action for a follow-up webinar to be held at noon CT on April 17, featuring former Walmart and Costco executive Manolo Reyes.
Titled “OTIF 2.0, From KPI to Culture, Strengthening North America’s Fresh Supply Chain,” the webinar will dive into the future of vendor relationships and the growing need for transparency and collaborative partnerships based on human-centered supply chains during the new tariff-driven era. Registration for the free Zoom webinar is open.
“This year is more than just a milestone – it’s a movement,” said Dante Galeazzi, president of the Texas International Produce Association, which puts on Viva Fresh.
“We’ve seen this show grow from a regional event into a nationally respected platform for innovation, community and meaningful industry dialogue. And this year’s energy is unmatched with more industry engagement than ever with everyone ready to network and build new relationships.”
A highlight of the celebration was the 10th anniversary mural that welcomed everyone in the hotel lobby, a large-scale installation composed of more than 4,000 photos captured during the previous nine years and showcasing the Viva Fresh community.
About the Viva Fresh Expo
The Viva Fresh Produce Expo was established in 2015 by the Texas International Produce Association (TIPA) to create networking and educational opportunities for its members while shining a light on the importance of the Texas-Mexico trade corridor as a year-round hub for fruits and vegetables.