SWIPE event continues to grow, FPAA reports

Excitement is growing for the upcoming Southwest International Produce Expo, organizers report.

Set for Nov. 7-9 at the JW Marriott Starr Pass Resort in Tucson, Ariz., SWIPE is hosted by the Fresh Produce Association of the Americas and aims to help FPAA members and others in the industry to have focused, meaningful interactions with buyers from retail, foodservice, and wholesale, according to a news release.

“The response to the second annual SWIPE event has been really fantastic,” said JC Myers of SunFed and the FPAA’s SWIPE retail subcommittee chair. “When we have great partners like Walmart, Sysco, US Foods, Sobey’s, and many more already confirmed to attend this year, you know we have hit on a winning formula that brings together buyers and suppliers.”

The FPAA and the Fresh Produce & Floral Council are collaborating this year for the SWIPE Desert Classic Golf Tournament, the release said.

“Bringing together the FPAA and the FPFC really makes a lot of sense for both memberships, as it helps further expand that buyer and seller collaboration at the event,” Myers said.

FPAA organizers say companies like Associated Wholesale Grocers, Fresh Alliance, Charlie’s Produce, Grocery Outlet, Indianapolis Fruit, Markon, Nature’s Produce, Pro-Act, Rancho Markets and more are already on board to attend this year’s event. At SWIPE 2024, exhibitors have a captive audience to showcase their companies and their products directly to key buyers across North America that is further enhanced by the high ratio of buyers to exhibitors that SWIPE is becoming known for, the release said.

“SWIPE offers a unique advantage — an optimal buyer-to-exhibitor ratio that empowers companies, regardless of size, to tap into a wellspring of new opportunities,” FPAA Chairperson-elect Raquel Espinoza of Produce House said in the release. " For medium and smaller businesses, this setting shines as a golden opportunity to stand out and make meaningful connections.”

SWIPE focuses on highlighting industry innovators who have changed the face of the produce world, the release said, adding that many of the exhibitors are U.S. companies that have created strategic partnerships with growers in Mexico to bring high-quality fresh produce to consumers year-round.

“SWIPE is our opportunity to spotlight the contributions of U.S. importers of fresh fruits and vegetables from Mexico,” FPAA Chairman Rod Sbragia of Royal Sun Produce said in the release. “The consistency of year-round availability coupled with the innovations we have seen in new varieties and pack styles has allowed chefs and consumers alike to expand their culinary horizons.”

With retail and foodservice attendance continuing to grow, new suppliers continue to sign up for exhibit space during the event, and event registrations continue rising, the release said.

“This is going to be a fantastic event for the industry,” Sbragia said. “We look forward to having everyone join us in Tucson in November and to building on the success of SWIPE in year two of our event.”