East Coast Produce Expo

Record Food Donation Follows East Coast Produce Expo

Thu, 05 Feb 2026 15:44:19 GMT

East Coast Produce Expo continues to break records, this time with more than 20,000 pounds of fresh produce donated by exhibitors following the event. This is a 300% increase from the 2025 trade show.

Kelly Stainner, Florida regional director of the Society of St. Andrew, says that amount of food is the equivalent of 84,000 servings that fed 8,400 people.

“If it had been thrown out, we would have had over 10 tons of food in the landfill,” she says.

Stainner was a part of the team that packed the produce donated by exhibitors. Society of St. Andrew, which is a national hunger-relief organization, then provided the food collected to Feeding South Florida.

What Stainner says makes this more meaningful is that the team at Feeding South Florida could continue routes and deliveries while her Society of St. Andrew team provided a truck to collect the produce. The vehicle was donated through an organization called Move for Hunger, which allowed the truck to stay on the property throughout the show.

“The truck got there Monday morning, and that way people could put their food in the truck and keep it fresh,” she says. “That truck brought it to Feeding South Florida after the show. Feeding South Florida to not have to give up one of their trucks and one of their drivers, and they could use those trucks for doing what they need to do.”

This year’s East Coast Produce Expo broke records with a 300% increase in fresh produce donations from trade show exhibitors.

(Photo courtesy of Society of St. Andrew)

Stainner says produce shows offer top-tier items when it comes to fresh produce, and growers generously donate at the conclusion.

“We love knowing that when that truck pulls after the show, that people in need are going to get the best of the best and some things they probably haven’t even tried before,” she says.

The quantity donated surprised Stainner and her colleague, who were only a two-person team. Stainner says she’s already planning how to handle donations for the 2027 event.

“We didn’t realize we would have as much as we had,” she says. “We were so grateful that so many people were going to be fed. It was great, and it just makes you so happy to see it all.”

Stainner says the team at the JW Marriott Miami Turnberry Resort & Spa was extremely helpful in running the dock and loading produce onto the truck.

“It takes a lot of different people to make this work, but it was so rewarding afterwards, and just knowing what we had done,” she says. “And the produce is amazing looking. It’s so beautiful, and there’s so much that people can do with it.”

East Coast Produce Expo 2026 Rocks Hot Trends, Cool Produce and Olympic Gold

Fri, 16 Jan 2026 21:34:58 GMT

AVENTURA, Fla. — From mushrooms to Persian limes to murasaki sweetpotatoes to microgreens and more, exhibitors at East Coast Produce Expo 2026 showcased some of the hottest trends in produce at the JW Marriott Turnberry Resort and Spa, Jan. 12-13.

Highline Mushroom’s Janis Deschenes and Sabrina Pokomandy pose with colorful and whimsical signage at ECPE 2026.

(Photo: Jennifer Strailey)

Canada’s first certified mushroom company, Highline Mushrooms, invited attendees to “Eat Super. Feel Super.” It’s colorful and creative campaign featuring mushroom-headed people in fun poses continues to capture attention.

Robin Narron of Nash Produce says the new crop of sweetpotatoes “looks very good.”

(Photo: Jennifer Strailey)

Nash Produce shared the good news about this year’s sweetpotato crop.

“It looks very good,” says Robin Narron. “This is the best our potatoes have looked in a while.”

She also points to the increasing popularity of murasaki sweetpotatoes, a Japanese variety celebrated for its distinctive purple skin and creamy white flesh that offers a sweet, nutty flavor with a drier, starchier texture than orange sweetpotatoes.

Narron says Nash aims to meet increased demand and is planting additional murasaki acreage this spring.

Topline Farms’ Nick DiCarlo and Brian DiCarlo shared what it means to be Canadian greenhouse grown.

(Photo: Jennifer Strailey)

Topline has added 40 acres to its Canadian greenhouse-grown roma tomatoes farm in the past two years, says Brian DiCarlo.

“With greenhouses, you get quality and consistency,” he says, adding that Topline has steadily grown its retail and foodservice business.

From left, Eric Rosales, Jorge Aguirre and Juan Baechli of D Produce showcased the company’s year-round supply of limes from Mexico.

(Photo: Jennifer Strailey)

Growers and packers of Persian limes from Mexico, D Produce has packing facilities in three regions along the Gulf Coast. The company says packing in Veracruz, Oaxaca and Tabasco, allows it to produce the best quality organic and conventional limes and offer year-round availability to its retail and foodservice customers.

The Packer’s Denise Sundvold and Wada Farms Vice President Joe Esta strike a pose and chat potatoes.

(Photo: Jennifer Strailey)

“Wada Farms sweetpotato crop is right where it needs to be to be a good year for the grower,” says Vice President Joe Esta.

Russets are long this season, he adds.

Thankfully, a solid customer base and strong retail partnerships with grocers including Walmart and Kroger, will move crop along to the consumer, Esta says.

“During COVID people learned to cook, which has been great for potatoes,” he says. “Unlike other commodities, we thrived. I hope the interest in cooking continues because it’s been good for the industry.”

Sunswell Green’s John Halle and Daniela Alvarez say their greens are sold through 85% of Publix stores in Florida.

(Photo: Action Event Photography)

All of Sunswell’s greens are grown hydroponically indoors and reach retail shelves within 24 to 48 hours of harvest, says John Halle.

The Florida-based company with two facilities in Lake Worth and the Fort Myers area started growing nutrient-dense microgreens late last year, says Halle, who adds the interest in microgreens is being spurred by chefs using them in dishes.

Debbie Roger and Therese Mauch of Zespri Kiwifruit showcased RubyRed Kiwifruit, known for its vibrant color and high vitamin C content.

(Photo: Jennifer Strailey)

Zespri’s Debbie Roger says she’s excited for RubyRed kiwifruit season. RubyRed kiwifruit from New Zealand will be available nationwide beginning in mid- to late April, she says.

A naturally sweet, red-fleshed kiwi with a distinct berry-like flavor, Zespri RubyRed kiwifruit offers a colorful alternative to green or gold kiwis.

Roger says last season’s West Coast trial of RubyRed was a success with all incremental sales.

Misionero’s Hana Mohsin featured the company’s Garden Life washed and trimmed, field grown conventional lettuce.

(Photo: Jennifer Strailey)

The line, which recently received a brand refresh, includes lettuce wraps, romaine, green leaf, red leaf and deli leaf.

Data, Branding and Efficiency Take Center Stage at East Coast Produce Expo

Fri, 16 Jan 2026 11:54:26 GMT

AVENTURA, Fla. — From the debut of the latest SuperShots to redesigned cabbage displays, exhibitors at East Coast Produce Expo highlighted strategies to stay competitive in 2026. Whether it is preparing for FSMA 204 compliance or capturing the attention of a changing consumer demographic, the unifying message across the show floor was clear: The produce industry is looking to a more branded, data-driven and efficient future.

Liz Coan, Liz Sertl, Amy Behm and Lucy Angarita are shown at the GS1 US booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Visitors to the GS1 US booth had a chance to try their luck at answering questions to win prizes. Questions included “What is FSMA 204?” and “Who is GS1?” with the intention of keeping the conversation going with FSMA 204 preparations. While 2028 seems like a while away, Liz Sertl, senior director of supply chain visibility at GS1 US, says now is a good time to begin the compliance journey.

“Organizations should be thinking about getting started, not just with preparing for the regulation but [also] leveraging the benefits of the regulation, including food safety, food recall, inventory management, food waste and good master data,” Sertl says. “It’s not hard to get started. It’s just taking that first step [toward compliance].”

Ryan Cooper and Jennifer Prince are shown at Sol-ti’s East Coast Produce Expo booth.

(Photo: Christina Herrick)

Sol-ti debuted two new products, its Electroboost+ and its Mindboost+ SuperShots. Mindboost+ offers 50 milligrams of caffeine through ceremonial-grade matcha and contains lion’s mane and ashwagandha. As hydration becomes more of a focus for consumers, Ryan Cooper, director of sales at Sol-ti, says the new Electroboost with electrolytes is a perfect fit for those consumers focused on effective hydration.

Cooper also says Sol-ti focuses on “getting away from single-use plastics.”

Pedro Pablo Rodriguez Payeras, Juan Diego, Pamela Jacobo and Michael Navalta are shown at PanAmerican Farms’ East Coast Produce Expo booth.

(Photo: Christina Herrick)

Pedro Pablo Rodriguez Payeras, director of PanAmerican Farms, says he enjoyed his time at East Coast Produce Expo, noting that The Packer’s Fresh Trends 2026 educational session was informative.

“It’s important to find out that men are leading buying,” he says. “It’s good to see data on the market and how important [the male buyer] is.”

Dave Verdrager and Tom Randazzo are shown at the Grimmway Produce Group’s East Coast Produce Expo booth.

(Photo: Christina Herrick)

After unveiling the Grimmway Produce Group last year, which includes Grimmway Farms, Cal-Organic Farms, Bunny-Luv, Tasteful Selections, San Miguel Produce and RPE Inc. under one umbrella company, David Verdrager, director of business development for foodservice and export sales with Grimmway Produce Group, says the feedback has been positive. He says he had good conversations at East Coast Produce Expo with buyers.

“In the age of consolidation, more and more buyers are looking for convenience,” he says. “Less stops for trucks and anything to simplify their side of the business.”

Crystal Berry and Tara Murray are shown at the Fresh Innovations/Yo Quiero Brands booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Tara Murray, vice president of marketing for Fresh Innovations/Yo Quiero Brands, says she loved that East Coast Produce Expo unveiled the latest Fresh Trends data at the show. She says the presentation from Jennifer Strailey, editorial director for The Packer, left her wanting more.

The Fresh Trends 2026 report looked at how men outspend women in many produce categories, and Murray says she already wants to see a side-by-side comparison of male shoppers of different generations to better understand their behavior.

“It is more interesting that what we do in CPG focuses more on female-centric marketing,” she says.

Eric McClam, Danielle Hutchinson and Steven Beltram are shown at the TendWell Farm and City Roots Farm booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Eric McClam, founder of City Roots Farm, says he enjoyed the marketing panel as part of the East Coast Produce Expo education sessions. He says what he took away from the session is just how much the produce industry needs to move beyond the focus on health

“We need to look at CPG collectively and what they’re doing and how to pull from it,” he says. “Promoting brands as a lifestyle, brands as a premium product to set you apart.”

Lilibeth Montoya, Vadim Sampedro and Daniela Lengel are shown at the Alpine Fresh and Hippie Organics booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Vadim Sampedro, sales and account manager with Hippie Organics and Alpine Fresh, says the show was good for Alpine Fresh and Hippie Organics, though most of the conversations with booth visitors were about Hippie Organics.

“People say they love the brand and they want to learn more about the brand,” he says.

Jed Watson and Nancy Yanez are shown at the Watsonia Organics booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Jed Watson, sales manager for Watsonia Organics, says it was a good show for his family’s fourth-generation business.

“We’ve had good conversations and positive feedback from buyers and retailers,” he says. “We’re looking forward to what 2026 has in store.”

Tyler Hiriak, Devin Vaishville and Sean McGoldrick are shown at the PennRose Farms booth at East Coast Produce Expo.

(Photo: Christina Herrick)

While many retailers had bright and colorful displays for Valentine’s Day or Lunar New Year, PennRose Farms showcased it’s redesigned St. Patrick’s Day displays and 5-pound cabbage boxes for its Blue Ribbon brand cabbage.

“We have 10% of the market share on cabbage,” says Tyler Hiriak, sales executive with PennRose Farms.

Hiriak says the company debuted the redesigned cabbage boxes last year and had positive feedback from the retailers who used the promotional booking.

“Retailers who utilized the promotion last year want to re-up because they saw a lift,” he says. “[Cabbage] is affordable and fills up a shopping basket.”

Hiriak says, while at East Coast Produce Expo, retailers wanted to discuss organic produce availability as the category continues to grow. He says PennRose has seen double-digit growth in the category, and retailers wanted to discuss the surety of supply as it builds out its 52-week program.

Michelle Eoff and Tal Shoshan are shown at the FiveStar Gourmet Foods booth at East Coast Produce Expo.

(Photo: Christina Herrick)

FiveStar Gourmet Foods, known for its premium packaged salads, showcased its single-serve and family-size kits that elevate the category, says CEO Tal Shoshan.

“We have more salad choices than any other competitor,” he says.

Nina Viola, Matt Houmes and Stefanie Guiterrez are shown at the Farm Direct Supply booth at East Coast Produce Expo.

(Photo: Christina Herrick)

At its East Coast Produce Expo Booth, Farm Direct Supply celebrated the first anniversary of its Tropiful brand.

“We have enjoyed building the brand,” says Matt Houmes, produce specialist with Farm Direct Supply. “It’s an energetic and vibrant brand.”

Houmes says what’s great about the Tropiful, which includes the company’s red dragon fruit, yellow dragon fruit, rambutan and pink dragon fruit, is that retailers can build out a customizable program for stores that is easy to execute.

“We can create a program for retail and combine it in an eye-catching display,” Houmes says.

Dylan Fox and Victoria Lopez are shown at the Fox Packaging booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Conversations at the Fox Packaging booth focused on stock programs and private-label packaging.

“Consistent support and consistent participation [of industry events] is important to learn what’s happening in the industry to keep our customers informed,” says Victoria Lopez, marketing and business development manager for Fox Packaging.

Lopez says there’s been some new developments, such as state regulations on EPR (extended producer responsibility), and Fox Packaging helps its customers understand the implications of those regulations.

Booth visitors also wanted to learn about how produce businesses can better utilize the labor on hand and become more efficient with automation, Lopez says.

Andre Rohrman and Rob Richardson are shown at the Farm Fresh Direct booth at East Coast Produce Expo.

(Photo: Christina Herrick)

Rob Richardson, national sales representative for Farm Fresh Direct, says he enjoyed the education sessions at the East Coast Produce Expo, noting the importance of good marketing.

“I can sell them the product, but it’s all about the display,” he says.

Richardson says the other takeaway he got from the sessions was the emphasis on quality.

“Quality always reigns supreme,” he says.

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Exhibitors Bring Their A Game to Florida: Seen and Heard at ECPE 2026

Wed, 14 Jan 2026 19:11:20 GMT

AVENTURA, Fla. — East Coast Produce Expo 2026, held Jan. 12-13 at the JW Marriott Turnberry Resort and Spa, boasted a record number of attendees and exhibitors, the latter of which brought a bounty of fresh, flavorful and innovative products designed to meet the needs and demands of retailers, foodservice professionals and consumers alike.

Andria Monceaux of Twang Partners sampled bold flavoring salts on pieces of fruit and vegetables at ECPE 2026.

(Photo: Jennifer Strailey)

First-time exhibitor Twang has been in the flavoring salts business for 40 years but is a relative newcomer to the produce department. The company showcased its bold flavoring salts in seven varieties including Dill Pickle, Zesty Lime, Classic Chamoy, Lemon Lime, Mango Chile, Chile Lime, and Tangy Tamarind. The seasonings added a bright pop of flavor to cucumber, pineapple and melon samples.

HLB Specialties’ Bryan Litowich, Melissa Hartmann De Barros and Jack Jackson featured a range of tropical and exotic offerings.

(Photo: Jennifer Strailey)

HLB Specialties featured its peeled, polished and refrigerated Drinking Coconuts from Costa Rica and Tap & Sip Fresh Coconut Water from Vietnam — items HLB’s Melissa Hartmann De Barros says have gone viral.

Each Drinking Coconut contains between 10-14 ounces of coconut water and comes with its own sustainable straw. It also has a laser-etched arrow pointing to the opening for ease of use. The coconut meat is also edible.

The four-pack compostable packaging lists the health attributes of coconut water including hydration, electrolytes, being a good source of potassium, and it serves as a natural diuretic.

“It’s like a sports drink but natural,” says Hartmann De Barros.

Transit time from Costa Rica to the U.S. for the Drinking Coconuts is only four days, ensuring the coconuts are fresh in the year-round program.

HLB’s Tap & Sip Coconuts from Vietnam are shipped weekly to the West Coast and distributed throughout the U.S. Each coconut contains about 1.5 cups of pure coconut water. The packaging details how to open the coconut to enjoy the water.

HLB also showed off what it calls “niche exotics” including lychee, rambutan and three different varieties of dragon fruit. The exotics come in a variety of seasonal packages celebrating everything from Lunar New Year to Halloween.

Cameron Higgins and Paul Murracas discussed specialty roma tomatoes at ECPE 2026.

(Photo: Jennifer Strailey)

Pure Flavor showcased its Rocco Reds, the chef’s tomato. “There’s nothing else like it in the market,” says Paul Murracas. “Our specialties are where the growth is.”

The Canadian greenhouse grower also has a facility in Georgia that expedites transport of its greenhouse-grown produce to the Florida market and beyond.

From left, Matt Howard, Melannye Palma, Sarah Stinson, and Chuck Obern are shown at the C&B Farms booth at ECPE 2026.

(Photo: Jennifer Strailey)

The team at C&B Farms featured a bounty of conventional and organic dry and wet vegetables and culinary herbs.
“Everyone is tight on green onions right now,” says Matt Howard, noting they’re a coveted item as a result.
C&B also showcased its organic mini sweet peppers, a new item for the company.

Giumarra Companies’ Kellee Harris discussed building produce brands with impact at ECPE 2026.

(Photo: Jennifer Strailey)

Giumarra Companies sampled the astonishingly large and incredibly delicious Jumbo SugarWild Blackberries, available from September through February in 9.8-ounce clamshells.

“It’s a special variety grown in Mexico and we have the exclusive,” says Kellee Harris. “We’ll have more volume next year.”
Harris also showed off Giumarra’s Lemonade Apples, a North American exclusive for the company. Developed by a breeding program in New Zealand, the golden-yellow apples with a crisp texture and tangy flavor are a cross between a gala and a Braeburn.

The Packer asked Harris what she thinks makes for a successful produce brand with staying power.

“One thing I learned with DulceVida [nectarines], is that we need to have our own name, an exclusive, be different, and it has to pop in the package,” she says. Dynamic display bins with tips for how to use the product also support the brand, she adds.

“We’ve come to this show the past three years, and this year is the best one yet,” said Lela Reichart. “There’s so much energy on the show floor.”

(Photo: Action Event Photography)

Masser Family of Companies’ Rachel Schoffstall and Lela Reichart showcased the company’s Flavorables brand petite potatoes with Spiceology seasonings.

Ready in just 5 minutes, the potatoes come in a variety of savory flavors including Butter-Licious Garlic & Herb, Cheese Pizza with Italian seasoning, Greek Freak with Mediterranean seasoning, and Garlic Parmesan with savory cheese seasoning.

Check out additional coverage from East Coast Produce Expo 2026 .

Marketing Gurus Share Strategies for Building Produce Brand Success Stories

Wed, 14 Jan 2026 10:48:42 GMT

AVENTURA, Fla. — The message at this year’s East Coast Produce Expo was clear: Produce isn’t just competing for wallet share among other produce brands; it’s in a high-stakes battle with every brand in the grocery store.

Opening a high-level marketing panel at the event, Lance Burditt, senior vice president of food and agricultural sustainability for Farm Journal, says that while CPGs spend time and money building extremely powerful brands with emotional equity tied to them, the fresh produce industry still lags in building that brand awareness.

Burditt was joined by Kevin Hamilton, vice president of global marketing communications for the U.S. Highbush Blueberry Council; Cristie Mather, vice president of marketing for the Mushroom Council; Kim Chackal, co-owner and vice president of sales and marketing for Equifruit; John Cymbal, co-founder and chief marketing officer of Molly’s Grape & Citrus Co.; and panel co-moderator Christina Herrick, produce editor for The Packer.

The Battle for Wallet Share

Hamilton set the stage by highlighting the differences between CPG and fresh produce marketing, where CPG marketing has successfully tapped into the “need versus want” discussion.

“The biggest difference that I see between what we do here in agriculture and what I’ve seen in the CPG spaces is the understanding that profitability can be driven through behavioral and emotional means, not just sort of factual, tangible pieces; the left side of the brain, the want side of the brain, can drive as much of that profitability as anything else,” he says.

Hamilton says that’s where he sees the greatest opportunity within the fresh produce marketing space: to create something that has both high need and high want to the consumer.

“You really have to connect with consumers,” Hamilton says. “You really have to find a way to garner attention. If you don’t get that, everything else after that is kind of a moot point.”

Mather points out that it’s a myth that fresh produce industry marketing is dramatically different from CPG marketing.

“The difference that we see between ourselves and CPG is actually that there is no difference. Every tool in the marketer’s toolbox is available to everyone in the produce industry,” she says. “So, we should be taking advantage of that and not saying, ‘Oh, that tactic is for them,’ or ‘Only they can do that. That’s not for us. That’s not who we are.’ It is who we are, and it’s how we’re going to be competitive.”

Breaking the Commodity Habit

Chackal, who notes that Equifruit underwent a complete overhaul on its marketing and design about five years ago, says what she’s noticed in the fresh produce space is a lack of branding.

“We can be a little bit lazy when it comes to branding, because we don’t have an enormous amount of competition,” she says. “There’s one organic banana on the shelf. There’s one conventional banana on the shelf, maybe one celery … Go to the coffee aisle, go to the cereal aisle, go to the jam aisle, the pickle aisle; these brands have to compete with each other in a big way. And ... the first thing that you see that really gets you excited is packaging.”

Chackal says Equifruit has put an emphasis on packaging to speak to younger generations in a quick, succinct and memorable way that helps them understand the unique value proposition of Equifruit: paying growers fairly for fair trade bananas.

Cymbal says he enjoys going to the grocery store and looking at shopping lists to learn more about shopper behavior.

“I saw someone’s list, and I was at a Meijer in Michigan, and it said on there, ‘Cheerios, Dr Pepper, Vlasic pickles,’ and then it said, ‘celery, onions, carrots.’ So, all these brands were front-loaded, and then the back half was just celery, onions, carrots,” he says. “There’s zero emotion, zero connection whatsoever.”

Cymbal says he’s worked with Molly Pop to develop a “pink bag promise,” which he says means everything within the pink bag or bottle has a promise to deliver an exceptional eating experience, which helps to build consumer trust.

“Once we have trust, that’s where we get the loyalty,” he says. “It feeds everything, and then once we have that loyalty, customers aren’t going to be shopping categories. They’re going to be shopping brands. That’s where we need to get into the produce area. That’s where I see the biggest opportunity.”

Storytelling as a Competitive Tool

Mather highlights the importance of storytelling, saying it’s the way that produce industry businesses can help contextualize a product for a consumer.

“When you think about your products, you’re thinking: ‘My product story has been the same this whole time. My product attributes are pretty much the same. The health attributes are the same. The way that people might cook or serve my product is the same,’” she says. “But your story can change over time. You can pull different levers to make sure that you’re keeping your story relevant to the conversations that are happening in the marketplace at any given time.”

Mather says the Mushroom Council seeks to grow its presence among those occasional mushroom shoppers and those much younger consumers.

“We can’t just go with the same playbook that we’ve always gone with by saying: ‘These are folks going to be looking at recipe prep videos and that kind of thing,’” she says. “We have to capture their attention outside of the universe that we’re used to working in.”

Mather says this includes not only highlighting the functional benefits of mushrooms to consumers but also reaching the consumer in different spaces. She says the Mushroom Council plans to work with podcasts such as “Call Her Daddy” and will appear on the livestreaming service Twitch for the first time this year.

“We are really working hard to grab the attention of the medium and light mushroom consumer,” Mather says.

Data-Driven Results and Retailer Trust

Building on the conversations around data, Hamilton says: “If you are trying to advertise and promote without insights, you’re driving a car, not knowing where you’re going.”

He says a challenge to marketing in the fresh produce space is that every commodity can claim health benefits. Hamilton calls health a foundational part of marketing and notes the challenge for the industry is to move beyond just health into the space where CPG marketing excels.

“In my first year, we ran some consumer insight studies to understand where health sort of fits in as it pertains to blueberries and consumers,” he says. “One of the most important insights that we uncovered was that eight out of 10 people tell us, ‘We know everything that we need to know regarding the health profile, nutritional benefits of blueberries.’ Those that don’t even buy blueberries say the same thing. Like seven out of 10 say, ‘I don’t buy blueberries, and I still know that they’re super healthy.’”

Chackal also says that there’s a huge fear among retailers to increase the price of bananas, even though it’s only a slight price increase.

“We’ve had retailers go up in Canada 20 cents, 30 cents, 50 cents a pound and with sometimes even zero marketing,” she says. “They see the next day that they’re able to sell the same product at a higher margin that is more profitable and has better distribution of value along the supply chain.”

Chackal says best-case scenario is that a new retailer understands Equifruit’s unique value proposition and leans in with promotion and creative displays, but the worst case is the team takes a “try and see” approach.

“It’s not easy, but sometimes we say, ‘Just give us a chance. This is what we’ve seen be successful in the past, and let’s reassess in a month. If we’re not doing well, then kick us off the shelf and go back to the other thing,’ but that hasn’t happened yet, so we feel even more confident,” she says.

East Coast Produce Expo 2026 Goes for the Gold in Florida

Mon, 05 Jan 2026 22:36:30 GMT

The Packer and Farm Journal’s inaugural East Coast Produce Expo , set for Jan. 12-13 at the JW Marriott Turnberry Resort and Spa in Aventura, Fla., is where the produce industry will gather to set the strategy for the year ahead and forge meaningful relationships that will endure for many years to come.

While the roots of this must-attend produce event stem from GOPEX, ECPE promises to be a true complement to our West Coast Produce Expo, with all the elements and intimacy you’ve told us you value about our events, plus much more.

ECPE is designed with four core values:

Making real connections — ECPE’s BizMatch program, trade show and networking events are built to inspire meaningful conversation and collaboration, ensuring exhibitors and buyers leave with real business opportunities, not just introductions.
Setting the strategy — ECPE 2026 will offer an exclusive first look at The Packer and Farm Journal’s most comprehensive Fresh Trends Consumer Report to date, including analysis of what the data means to your business and how the industry can leverage the report’s insights to grow in the year ahead and beyond.
Regional focus and national relevance — ECPE brings together decision-makers from across the East Coast’s sourcing, distribution, retail and foodservice landscapes, while the presence of national buyers ensures broad exposure and business growth beyond the region.
Solutions-driven agenda — The ECPE agenda is designed to deliver the actionable insights, essential tools and relationships that drive success in the fresh produce industry.

And then there’s the unofficial fifth key theme: fun.

ECPE 2026 begins bright and early Monday, Jan. 12, when we’ll kick things off with networking and Florida fun in the sun. From a golf tournament to pickleball to a Little Havana Food Tour to a produce pool party, attendees can mix and mingle while soaking in some of the Sunshine State’s hottest happenings.

Those on the Little Havana Food Tour will have the opportunity to discover some of the most authentic Cuban cuisine outside of the island. This culinary adventure is all about flavor; from savory empanadas and Cubanos to refreshing mojitos and coladas, Little Havana serves as a food-
lover’s paradise.

And if you’re looking to simply relax and connect with fellow ECPE participants, be sure to join us at the JW Marriott’s Cascata Pool for a produce poolside gathering, where we’ll offer açai bowls, beverages, chair massages and some fun surprises.

Join us for a Olympic-themed reception Monday from 7 p.m. to 9 p.m., where we’ll celebrate the spirit of competition, excellence and global unity. In addition to food and drinks, we’ll “compete” in games from pineapple bowling to curling and more.

The East Coast Produce Expo’s Olympic-themed opening reception is planned for Jan. 12. In addition to delicious food and drinks, attendees will “compete” in games from pineapple bowling to curling and more.

(Photo: Wayne Hardy)

Matches That Spark

Have you heard about BizMatch+? If you’re already scheduled for one or more of these highly effective and efficient meetings between buyers and sellers on Monday afternoon, well done. If you’re new to BizMatch, please connect with a team member from The Packer who will help you to schedule a BizMatch meeting in the future.

Education, Insights and Inspiration

Round 2 of BizMatch+, from 8 a.m. to 9:30 a.m., will kick off the morning of Tuesday, Jan. 13. Immediately following at 9:30 a.m., we’ll offer an exclusive first look at The Packer and Farm Journal’s most comprehensive Fresh Trends consumer report to date, including analysis of what the data means to your business and how the industry can leverage the report’s insights to grow in the year ahead and beyond.

And be sure to attend our panel discussion: “Harnessing the Marketing Mindset of CPGs to Fuel Produce Consumption.” Moderated by Lance Burditt, The Packer’s senior vice president for food and agricultural sustainability, and Christina Herrick, produce editor, this panel of marketing gurus will explore how bringing a CPG sensibility to fresh produce marketing campaigns can elevate brands, cultivate loyal customers and drive consumption.

East Coast Produce Expo will feature a lineup of education and insights through panel discussions with industry experts and an exclusive first look at The Packer and Farm Journal’s most comprehensive Fresh Trends consumer report to date.

(Photo: Farm Journal)

Panelists including Kim Chackal, co-owner and vice president of sales and marketing for Equifruit; John Cymbal, co-founder and chief marketing officer of Molly Pop; Kevin Hamilton, vice president of global marketing communications for the U.S. Highbush Blueberry Council; and Cristie Mather, vice president of marketing for The Mushroom Council, will discuss their most successful campaigns to date and why they resonated, providing you with inspiration and actionable takeaways for your business.

In an Olympics year, we’re excited to welcome Dominique Dawes, three-time Olympian, Olympic Gold Medalist and gymnastics academy owner to the stage for a keynote presentation certain to inspire.

Get Down to Business

After the keynote and lunch on Jan. 13, attendees are invited to experience the energy of the expo floor from 11:30 a.m. to 4 p.m., where exhibitors will showcase their latest innovations and more.

Pure Flavor, Booth No. 401

“We’re excited to showcase the new Pure Flavor brand at ECPE,” says Paul Murracas, senior account manager, sales for Pure Flavor. “Our fresh look, launched in October, features bold, modern design and clear messaging, making it easier than ever for shoppers to spot quality in the produce aisle.”

Murracas also says the streamlined packaging puts simplicity and product visibility front and center, making it easy for shoppers to make quick, confident choices.

“At the show, we’ll also be highlighting Rocco Reds, The Chef’s Tomato, vine-ripened for rich flavor and color, [and] perfect for sauces, salsas or slicing,” he says. “Cherry Picked takes the tomato medley to new heights with a premium collection of our best snacking tomatoes: tropical Tiki Tomatoes, sweet red Cherry Azuca Tomatoes, and citrus OMG Tomatoes — perfect for sharing, grazing or enjoying right out of the pack.”

Murracas and the team at Pure Flavor say they’re also looking forward to connecting with their retail partners and sharing the full range of Pure Flavor produce.

“It’s always great to meet in person, show our passion for fresh produce, and let people see how our refreshed brand and clean, simple packaging make it easy for shoppers to spot quality,” he says. “At the show, we’ll bring the Pure Flavor portfolio to life, from tomatoes to peppers and cucumbers, so partners can experience firsthand the vibrant color, great taste and versatility that make Pure Flavor a trusted choice for families and retailers alike.”

The Leamington, Ontario-based greenhouse grower also sees the show’s East Coast venue as advantageous.

“The show is a perfect place to show how our portfolio delivers consistency, convenience and taste that shoppers can rely on,” Murracas says. “Being in Miami makes it easy for North American buyers to attend, so we can connect directly, showcase our products and reinforce Pure Flavor as a trusted leader in fresh produce.”

TendWell Farm, Booth No. 502

TendWell Farm’s Danielle Hutchison also sees the show’s location and timing as well-positioned.

“TendWell Farm is exhibiting at the East Coast Produce Show to connect directly with East Coast buyers and industry leaders, showcase our East Coast-grown, premium organic produce and green-skinned avocados from the Dominican Republic, and build meaningful partnerships early in the year at the first major fresh produce event of 2026,” says Hutchison, owner of TendWell Farm along with Steven Beltram.

Hutchison looks forward to speaking with attendees about its farming practices and to taking part in BizMatch.

“We’re excited to connect with new and existing customers, share the story of our regenerative farming practices, highlight the quality of our organic program, and participate in the expo’s networking and BizMatch sessions,” Hutchison says.

Why should attendees come visit the TendWell Farm booth at ECPE?

“Visit our booth to experience samples of our organic produce and green-skinned avocados, learn about our farm, discuss sourcing opportunities, and explore how TendWell Farm can support buyers’ needs with high-quality, year-round fresh produce,” Hutchison says.

(Photo: Wayne Hardy)

Mushroom King, Booth No. 508

Mushroom King CEO Joshua Ho is eager to share the company’s story around family-owned farming and high-quality mushrooms.

“Mushroom King Farm is exhibiting at this year’s East Coast Produce Show to highlight our team’s ability to service a national customer base with affordable, locally grown specialty mushrooms,” Ho says. “This might seem contradictory, but because of our generations of expertise and strategically located family-owned farms, we’re able to service customers across the country while reducing food miles, extending shelf life and consistently delivering high-quality specialty mushrooms.”

Ho also views ECPE as a good opportunity to drive growth in the specialty mushroom category.

“For us [attending ECPE] is all about the people — reconnecting face to face with our long-term partners, meeting new faces and having new conversations that lead to new relationships to help grow the specialty mushrooms category and introduce them to a broader audience,” he says.

The second-generation owner and his wife, Akeesha Dhariwal, invite attendees to visit the Mushroom King booth, where they will share insights into mushroom cultivation, reliable specialty sourcing and category development.

Westmoreland Sales/Topline Farms, Booth No. 402

Westmoreland Sales is set to show ECPE attendees the freshness of Canadian greenhouse-grown produce.

“We’re exhibiting to strengthen relationships with East Coast customers and share how our Canadian-grown greenhouse vegetables deliver freshness, reliability and sustainability at scale,” says Dino DiLaudo, senior vice president of sales and marketing for the company.

DiLaudo adds that Westmoreland and its Topline Farms brand are in southern Ontario, close to the U.S. border, where it’s uniquely positioned to serve the East Coast efficiently.

“We’re providing a shorter supply chain, consistent year-round availability and excellent shelf life,” he says.

What is DiLaudo excited about for this year’s show?

“We’re excited that this year’s show brings together both conventional and organic produce, creating a strong platform to showcase the breadth of our lineup while connecting with partners and peers across the produce industry,” he says. “We’re also excited to share the latest developments at Topline Farms as we continue to grow and innovate.

“We’ve recently expanded our heirloom tomatoes and our roma tomato footprint, one of the fastest-growing segments in the category,” he continues. “Grown year-round in our advanced LED-lit Canadian greenhouses, our tomatoes deliver exceptional freshness, flavor and quality. Stop by our booth to see our vibrant tomatoes up close and learn more about how we’re bringing innovation, sustainability and excellence to every harvest.”

Fox Packaging, Booth No. 305

“At ECPE, we’ll be highlighting how our 30% PCR film structures help suppliers and retailers meet sustainability expectations while keeping performance, cost and operational realities front and center,” says Victoria Lopez, marketing and business
development manager for Fox Packaging.

Lopez says the practical questions the Fox Packaging team is asked most often include what the cost impact looks like, how the sustainability claim can be communicated clearly and responsibly, and how PCR can be incorporated without disrupting existing packaging programs. The team will be ready to answer these questions and more at ECPE.

“We’ll also be emphasizing that all of
our films are PFAS-free, an important baseline expectation that continues to
gain momentum across the industry,” she says. “In addition, we’ll be showcasing our poly pouch capabilities, including more rigid polypropylene pouch options and LDPE store drop-off-eligible bags with reinforced handles.”

Lopez adds that, as a domestic bag supplier, Fox Packaging is also helping customers reduce risk associated with overseas sourcing by offering more reliable lead times and minimizing exposure to potential tariff impacts.

“We’re excited to connect with growers and packers and share sustainable options that are designed for real-world operations, not just for looking good on paper,” she says. “And personally, I always enjoy talking through private-label programs and how packaging can support brand consistency and retail requirements.

“Our goal is to have more direct conversations with growers and packers about their current and future packaging needs, and to build stronger relationships and pipeline with teams actively evaluating new programs or looking to upgrade existing ones,” adds Lopez, who notes that ECPE’s venue in the Miami area is also a plus.

“Being in South Florida allows us to connect with a high concentration of produce decision-makers and partner networks, making it a valuable setting for productive, in-person conversations,” she says.

(Kerry Halladay, associate editor for The Packer, contributed to this report.)

Get a Sneak Peek of What's New at the East Coast Produce Expo with Director of Events Heather Sterrett

Thu, 11 Dec 2025 22:31:36 GMT

Attendees at the East Coast Produce Expo will come together from across the country and world for two days in Adventura, Fla., to celebrate produce. To be held Jan. 12-13 at the JW Marriott Miami Turnberry Resort & Spa, this is the first major fresh produce trade event of the year.

Heather Sterrett, director of events and expos for Farm Journal, joins “The Packer Podcast” for a special episode to preview the event.

“It’s a nice way to kick off the year and just start,” Sterrett says. “Who doesn’t love going to Florida for a couple of days in January when you’re someplace cold? It’s a good way to start off the year and a nice warm destination.”

Networking and Activities Lineup

The event kicks off with a pickleball tournament, golf tournament, a poolside event and a tour of Little Havana in Miami.

“It will be super exciting go down into Miami and little Havana and get a tour of some really cool restaurants and places and get some food samples,” she says. “We also added pickleball, so if you’re not a golfer but do want to do some type of activity physical activity, you can do the pickleball tournament.”

Chair massages and networking will be key highlights of the Produce Pool Day.

The Olympic-Themed Opening Reception and Keynote

And the official opening ceremonies of East Coast Produce Expo kicks off with the Opening Reception. Known for its fun themes, this is not to be missed. Sterrett encourages attendees to come dressed in attire fit for an opening ceremony. There will be pineapple bowling, curling and, of course, other special surprises.

“We’re going to do a USA Olympics theme and that ties into our keynote speaker, who will be speaking on Tuesday morning: Dominique Dawes, who is a former Olympic gymnast. She’ll be speaking Tuesday, so wear your red, white and blue and come all decked out in USA Olympic attire on Monday.”

Dawes will close out the education sessions and presentation with her talk “Success is a journey, not a destination.”

“She will do photos afterwards too, so if you want to get your photo with an Olympic gymnast, you’ll have that opportunity,” Sterrett says.

Want to register? Visit EastCoastProduceExpo.com to learn more.