The Fresh Produce Association of the Americas celebrated a successful 2024 Southwest International Produce Expo, says association President Lance Jungmeyer.
The Nov. 7-9 event, hosted at the JW Marriott Starr Pass Resort & Spa in Tucson, Ariz., saw attendance of more than 800, up from 550 last year, Jungmeyer said. Sixty-five exhibitors promoted their business at the show, up from about 45 last year.
Importantly, the number of buyers at the show also increased, from 45 a year ago to 60 this year, he said.
“Our goal is to keep as close to a 1-to-1 ratio of buyers to exhibitors as possible,” Jungmeyer said. “I think that gives really good value to people who are supporting the event with their exhibit space.”
The event featured several successful elements, including a sold-out golf tournament and a women’s leadership session.
“One of the things we did differently in golf is we partnered with the Fresh Produce and Floral Council,” Jungmeyer said. Last year, the FPFC had an Arizona golf tournament about a week after the SWIPE event in Scottsdale, but this year the two groups went together on the golf tournament in Tucson.
“This year was a sellout, with great participation on both sides,” he said.
The next SWIPE is scheduled in Tucson for Jan. 22-24, 2026, about 14 months after the 2024 event. There is great excitement and early sign-up for that event, and Jungmeyer said the timing works out well for the industry.
“It positions us in a sweet spot,” he said, noting that SWIPE will not compete with trade shows or meetings from Western Growers, the Southeast Produce Council, the International Fresh Produce Association and others.
“It is a [time when] there’s not really anything going on, and we’re hopeful that people will escape from the cold and come to Arizona in January,” Jungmeyer said.
