GRAPEVINE, TEXAS — A few cowboy hats bobbed among the sea of more than 2,200 people at the 2022 Viva Fresh Expo, hosted by the Texas International Produce Association at the Gaylord Texan Resort just outside Dallas.
Like many major organizations did with their industry events, the association canceled its 2020 conference and trade show. Viva Fresh was one of the first shows to re-emerge in 2021, in a scaled down version.
But Viva Fresh was back full force in 2022, and bigger than ever — an attribute often touted in this large state. There were also 200 exhibitors and almost 400 retail, foodservice and wholesale buyers in attendance, said Dante Galeazzi, president and CEO of the association. There were four sold-out hotels, two sold-out golf tournaments, one sold-out wine tour and four jam-packed receptions.
“A record for us. Feels great!” Galeazzi in the last couple hours of the April 21-23 show. "Seriously though, we were extremely pleased with the attendance and participation throughout the show. Participants had a level of excitement from start to finish, all three days.”
While Texas-based professionals comprised a big chunk of attendees, companies and organizations from across the country sent representatives.
“We're coming into Texas on the retail side and want to increase distribution here,” said Ross Johnson of Idaho Potato Commission, one exhibitor on the trade show floor.
Kurt AJ Kraus of Kraus Development talks facilities with Curtis Blagburn of Texas Green Star, a hydroponics grower based in Sanger, Texas. Photo: Amy Sowder
At the keynote luncheon, Farm Journal's The Packer and PMG presented the 2022 Healthy Living Award to John Toner, vice president of political affairs at the International Fresh Produce Association, for his influence in improving the health of the industry and its individuals, in his work and by his personal example.
A past featured participant and current mentor to new participants in the Viva Clean Eating Challenge, Toner's ongoing journey to change his lifestyle in eating, drinking and exercise resulted in about 180 pounds lost and many positive habits and tools gained.
More than numbers, Toner won for his transparency and vulnerability as he continues to share his struggles and achievements, making him relatable and able to help others improve their health and better practice what the fresh produce industry preaches.
“My new mantra in life is happy, healthy and honest,” Toner said in his acceptance speech, read by Tommy Wilkins of Grow Farm Texas in his absence. “I believe with those core values, anything is possible.”
Clean Eating Challenge featured participant Beth Keeton of Elephant House Public Relations won the grand prize in the live drawing: Her choice of a one-year subscription to a meal delivery service or a fitness club of her choice.
Galeazzi said the association made a point to include as much fresh produce as possible into the menus throughout the show. The April 22 breakfast included a kiwi coconut smoothie as well as a ginger, golden beet and orange smoothie. At the keynote lunch, guests enjoyed seared citrus grouper with creamed leeks and poblano sauce, flanked by butternut squash and sweet potato mash, plus glazed beta sweet maroon carrots and fennel.
Viva Fresh's Women In Bloom event was sold out and packed, and the welcome reception the evening before the trade show extended an hour and half past its cutoff time.
Breaking records is also often on the mind of the expo's keynote speaker, David McGillivray, race director of the Boston Marathon. McGillivray has run 161 marathons, the race of 26.2 miles.
McGillivray has run coast to coast in the U.S., completed multiple Iron Man competitions, and he runs his age in distance at each birthday — so when he turned 60, he ran 60 miles.
Boston Marathon race director Dave McGillivray chats with Melinda Goodman of Full Tilt Marketing, at the 2022 Viva Fresh Expo. Photo: Amy Sowder
He raises money and puts on races for the Jimmy Fund to help children with cancer, ran blindfolded to help people with blindness and started the Walpole Prison Running Club.
McGillivray also launched a business of organizing race events.
“It's all about raising self-confidence and self-esteem in 10s of thousands of others,” he said.
As a child, McGillivray didn't make the cut in sports teams. He recalled his short stature as an insecurity and turned to running as an outlet and way to make his grandfather proud.
“There's only one way in my world that you can fail. And that's when you don't even try. It's all a learning experience,” he said.
McGillivray recalled the trauma of the 2013 Boston Marathon bombing, which killed three people and injured hundreds of others. We all have struggles, whether the challenges are as traumatic as returning to a race where you feared for your life, working in an unpredictable produce industry or worrying about your family's future if your health fails, he said.
Despite being fit, McGillivray has had multiple surgeries for severe coronary artery disease. Eating healthier has helped drastically, but he still has genetics to keep in mind.
Five days before the Viva Fresh Expo, McGillivray ran his 50th consecutive Boston Marathon.
“Honestly, I think all of you people are doing God's work,” McGillivray said. “I made mistakes, and it almost cost me my life. But I learned. I changed my diet. I changed everything. I've run nine marathons since my open-heart surgery. I'm not only fit, but I'm also healthy. And that's what you people instill in all of us.”