More than just a produce expo, Viva Fresh champions a movement toward healthier living through its Clean Eating Challenge.
Since 2020, the program has captured the attention of the produce industry as participants challenge themselves every year to incorporate more fruits and vegetables into their daily routines. Though it is not the purpose of the challenge, participants have many times benefited from the bonus of collectively losing more than 1,100 pounds in the five years of the challenge, among other positive changes.
Last year, 13 participants completed the fifth annual Viva Fresh Clean Eating Challenge which culminated at the Viva Fresh Expo in April.
For this year’s event, participants signed up on-site at Viva Fresh in 2024 and online during the summer. The challenge kicked off in October.
What does it take to be a part of the Clean Eating Challenge? It takes perseverance, commitment and a willingness to be raw and open with where a participant is and where they want to be in their health journey.
The challenge is not a diet or a weight loss competition, organizers say; it is the start of a new way of life with a focus on personal wellness by adopting a healthier lifestyle that includes eating fruits and vegetables and moving more. It is simply a catalyst for people to make meaningful, long-term changes.
“The Clean Eating Challenge has become something many in our industry look forward to every year — whether it is because they are participating or because they know someone who is currently in it or is a past participant or mentor,” says Jen Velasquez, Clean Eating Challenge committee chair and vice president of marketing for FullTilt Marketing. “It is a great way to have accountability to your health journey, wherever they may be in their journey. In the end, it is a way for industry members to do what we all say we want — to increase the consumption of fruits and vegetables in this country.”
Chosen participants met the following criteria:
- Be a member of the produce industry.
- Be able to express what is driving them to compete in the challenge.
- Be willing to share progress online and at the Viva Fresh Expo on April 10.
- Show willingness to commit to the six-month challenge.
- Commit to engaging with their mentors and peer groups on a weekly basis for the duration of the program.
There are 13 participants this year:
- Adam Brady, Shuman Produce
- Amanda Horney, KickHass Avocados
- Ben Thompson DeserTrans Logistics
- Fernando Puentes, DeGroot Farms
- Jared Reed, Booker Transportation Services
- Jessica Molina, Brownsville Wellness Coalition
- Jed Murray, Texas International Produce Association
- Luis Rodriguez, LCG
- Petey Garza, Texas International Produce Association
- Ross Nelson, FreshEDge
- Shelly Galeazzi, Texas International Produce Association
- Tony Otto, Globalmex International Inc.
- Vanessa Hensley, FullTilt Marketing
- Denise Gonzalez, EXP Group LLC
- Ashley Ojeda Porter, H-E-B
- Beth Keeton, Elephant House PR
- Brett Johnson, Limoneira
- Ed Bertaud, IFCO
- James Bassetti, Little Bear Produce
- Mattie Fisher, John Greene Logistics Co.
- Susie Rea, Index Fresh
- TJ Flowers, Lone Star Citrus