The Texas International Produce Association (TIPA) shared that its 2026 Viva Fresh Expo, held April 22, broke its attendance record with a total of 2,872 attendees, including 380 retail and foodservice buyers, and featured 199 exhibitors, marking the largest turnout in the show’s history.
Since its inaugural event in Austin in 2015, Viva Fresh has grown into a premier regional trade show connecting the produce industry across North America. The 2026 edition continued that trajectory, delivering a mix of networking, education and business development opportunities.
Platform that continues to evolve
Bret Erickson, EVP at Little Bear Produce and current Viva Fresh chairman, said the year’s attendance reflects the show’s growing role in the supply chain.
“This year’s record attendance reflects the continued momentum and importance of Viva Fresh as a key platform for the fresh produce supply chain,” Erickson said. “From meaningful buyer-supplier connections to high-quality educational programming, the event continues to evolve to meet the needs of the industry.”
Expanded networking opportunities
The week’s activities included expanded networking opportunities such as the Viva Fresh Open across two golf courses at the TPC San Antonio, as well as the Second Annual Viva Fresh Pickleball Tournament and the first-ever Viva Fresh Wine Tasting.
The events offered attendees multiple ways to connect outside the exhibit hall.
Signature programs such as the In Bloom Women’s Event, the EDGE student program and the Y-TIPA Young Professionals mixer highlighted the association’s ongoing commitment to leadership development and industry engagement across all career stages.
Education addresses industry issues
The educational lineup featured a range of sessions addressing current topical industry issues, reflecting on challenges and opportunities.
Sessions included a discussion on Consumomics of Fresh Produce led by futurist economist Richard Kottmeyer of FutureBridge, along with Sabrina DeLay.
Attendees also heard from keynote speaker Hunter Pinke, whose message of “no more bad days” and mindset shift resonated strongly with participants and set the tone for the weekend.
Expo floor draws engaged buyers
The Saturday expo brought together 199 exhibiting companies showcasing fresh produce, innovations and services to a highly engaged audience of buyers and industry professionals.
The show floor offered unique engagement opportunities in the booths and across the venue.
With its strongest attendance to date, Viva Fresh 2026 reinforces its role as a must-attend event for the produce industry. It also underscores the continued growth and vitality of the Texas and Southwest produce sectors.
Looking ahead
The 2027 Viva Fresh Expo will return to the JW Marriott Hill Country from April 8-10 in San Antonio, Texas.
Founded in 1942, TIPA promotes, advocates, educates and represents the nearly $13 billion in fresh produce that is either grown in the state or calls Texas the first point of U.S.-arrival for North American distribution.
The Viva Fresh Produce Expo was established in 2015 by 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 thriving hub for nutritious fruits and vegetables available year-round.
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2026 Viva Fresh Expo
