The Texas International Produce Association is opening general registration for the 2023 Viva Fresh Expo on Jan. 25. The conference will return to the Gaylord Texan Resort & Convention Center in Grapevine, Texas, on March 30–April 1, according to a news release.
Established by TIPA in 2015, not only does Viva Fresh shine a light on Texas — and notably the Rio Grande Valley — as a vital trade corridor and production zone for fresh fruits and vegetables, but the conference also highlights healthy eating inspiration with fresh fruits and vegetables. The three-day event will include food, networking and educational programming.
Attendees will experience the inspired energy of the keynote lunch with Charlie Rocket, a former Atlanta-based rap record executive turned health advocate, inspirational leader, athlete and philanthropist. Rocket’s story of music label success, fame and a multimillion-dollar empire was interrupted by a health crisis.
“Viva Fresh has become known for our emphasis on big ideas around fruit and vegetable consumption, and what healthy living can look like in 2023, and Charlie Rocket is an embodiment of that message,” Dante Galeazzi, CEO and president of TIPA, said in the release. “Our industry wants to sell more fruits and vegetables, but we have to walk that walk where consumption is involved. The Clean Eating Challenge is a first-hand account of an industry community doing exactly that! And the Viva Fresh Expo, well, we know that’s where fresh fruits and vegetables are the stars of the show.”
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Also included in this year’s Viva Fresh programming is a return to popular events such as the Viva Fresh open golf tournament; Grapevine, Texas, winery tours; and the “In Bloom Women in Produce” reception.
Making a comeback is the highly anticipated women’s event, “In Bloom,” designed to empower and advance women in produce. This year’s reception will embody a game-show theme, where attendees can receive valuable insights while networking and building community. Conceived at the 2019 Viva Fresh Expo, the event continues to gain popularity as members come together and share learning and experiences at the event.
Also, back by popular demand is the “Y-TIPA” reception, which brings together industry members under the age of 35 to network and learn from each other. Last year’s inaugural event was touted as a success with over 100 attendees across multiple sectors of the industry.
