Record-breaking Viva Fresh touts healthy living with fresh produce
GRAPEVINE, Texas — The third time was a charm for the 2023 Viva Fresh conference. The annual showcase of produce grown in the Southwest hosted by the Texas International Produce Association ended its third Dallas-area conference on a high note, boasting record numbers: 2,600 attendees, 200 booths and 400 buyers.
“Regional shows have taken off,” NatureSweet’s Steve Bindas told The Packer. “This is the show where we get to see everyone we call. All the retailers are here.”
Related news: Growers and agtech entrepreneurs pack their bags for Viva Fresh 2023
This year’s conference highlighted the connection between a healthy lifestyle and fresh fruits and vegetables. From educational sessions, awards and inspiring keynotes, Viva Fresh underlined the relationship between consuming fresh fruits and vegetables and optimal health.
Echoing Bindas' sentiment, H-E-B buyer Ashley Ojeda Porter told The Packer that she was looking forward to the in-person networking at the Viva Fresh expo. Porter viewed it as an opportunity to learn more from specific growers and to build relationships.
“I’m here to network and [learn],” Porter told The Packer. “I feel like I’m a student again.”
2023 Healthy Living Award winner
Porter was recognized as much more than a student at this year’s Viva Fresh Conference. Named the 2023 Healthy Living Award winner by the TIPA and The Packer, Porter was honored for her inspiring example and leadership in Texas’ fresh produce industry.
Presented annually to an exemplary fresh produce leader in the Lone Star State, the annual Healthy Living Award recognizes the work of produce advocates who champion the inherently healthy products the industry grows, ships and sells. This year’s award spotlighted Porter for her accomplishments, leadership and diligence in mentoring participants in the annual Clean Eating Challenge.
The Clean Eating Challenge, hosted by Viva Fresh, is a healthy lifestyle program that promotes individual growth and encourages healthy eating habits through peer accountability and community.
“I have had the privilege of the witnessing the changes in [Ashley] as a person, as she has decided to focus on a living a healthier lifestyle,” said IFCO’s Ed Bertaud, presenting the award with The Packer’s Kristin Leigh Lore.
Porter experienced the program as a participant before becoming a peer mentor.
“She is a fantastic example of leadership and inspiration within the Clean Eating Challenge Program and beyond,” Bertaud said.
Charlie Rocket extolls the benefits of 'living foods'
Viva Fresh’s keynote speaker further underlined the connection between fresh produce and optimal health. Music executive turned Ironman competitor turned Dream Machine Foundation CEO Charlie “Rocket” Jabaley shared his dramatic path from out of shape executive to inspirational athlete and star of a groundbreaking Nike commercial. The turning point for everything, according to Jabaley, was rooted in food.
“When I was in a dark place, I turned to living foods,” Jabaley said. “I had to do what Socrates said: ‘Let food be thy medicine and medicine be thy food.’”
Related news: Photos from Viva Fresh 2023
Throughout the moving keynote, Jabaley extolled the “life-giving” benefits of eating whole foods plentiful with fresh fruits and vegetables.
“We want inspiring stories that raise the bar on healthy living and motivate us all to do better,” said TIPA CEO and President Dante Galeazzi. “Some may not see the natural connection between a rap music executive turned philanthropist and Viva Fresh, but I can assure you the gateway to the success Charlie is living today began by translating his love of life into leading a healthier lifestyle that included fruits and vegetables.”
Viva Fresh set for Houston in 2024
After three years in Dallas, the 9-year old Viva Fresh conference will head to Houston next year. The event will be held from April 11-13, 2024, at the Marriott Marquis.
Houston is the last major city to host Viva Fresh. TIPA plans to host Viva Fresh in Houston for its 2024 and 2025 conferences before returning to San Antonio in 2026.
