PALM DESERT, Calif. — Sustainable Produce Summit and West Coast Produce Expo 2024 offered three dynamic days of education and inspiration, golf, pickleball, farm tours, endless networking opportunities and a bustling expo floor that featured nearly 200 exhibitors. Held May 30 to June 1, this year’s event drew more than 1,400 attendees, including a record number of retail buyers, to the JW Marriott Desert Springs Resort and Spa.
The team at GreenFruit Avocados shared their enthusiasm for West Coast Produce Expo.
“This is a great show. If I don’t see the people I need to see here [on the expo floor], I see them out there in the lobby bar,” said Giovanni Espinosa.
The company showcased its Colombian avocados, which due to set pricing, offer a lot of functionality in the marketplace, said Espinosa.
“We’re continuing to grow and push our seedless lemon brand,” said Jarrod Lumpkins of Wonderful Citrus. “We’re really excited about how it’s performed at retail.”
And while he says demand is stronger than supply at present, new trees are coming on the next few years. “We’re very close to a year-round program,” he said.
Trinity Fruit Co. showed off its new line of lemonade in three varieties including Green, Pink and Classic. All three feature a pomegranate base. The lemonades are available in 7-, 11- and 32-ounce containers.
Giumarra showed off its revamped booth design that emphasizes its colorful merchandising packages. The merchandising concepts — which bring together bins, POS and the fruit that’s in supply now, as well as what’s coming — are resonating with retailers and consumers, said Kellee Harris. Among the featured displays was a merchandising bin for fresh Fuyu persimmons that will ship in the fall.
“Persimmons went from an obscure item in the exotics table to a fruit that’s very attractive to the younger generation,” Harris said.
Giumarra’s bins for Lemonade Apples featured colorful graphics and easy recipes with few ingredients. Additionally, the company showcased a compact rack system for bagged avocados that allows retailers to display the fruit in the meat department, at the checkout stand and more.
Farm Fresh Direct, a partnership of multigenerational family potato farms throughout Colorado, discussed its rebranding, which launched earlier this year. The rebrand is intended to reflect the company’s innovative spirit and long-term vision, said Cindy Adkins.
It’s also the company’s 25th anniversary, and as the next generation of the family joins the business, Farm Fresh Direct wanted a new look that speaks to its longevity and evolution, Adkins added.
First-time exhibitors Green Planet Trader Mangos shared the story of their small, family-owned mango company with attendees at West Coast Produce Expo. The family grows mangoes in four areas of Mexico.
“We’ve walked the show before, but this is the first time we’ve had a booth. It’s given us a lot exposure,” said Jesus Carbajal.
