The countdown to fresh is on with the International Fresh Produce Association Global Produce and Floral Show on the horizon, Oct. 17-19 at Atlanta's Georgia World Congress Convention Center, where players across the supply chain are set to gather and explore the latest innovations, consumer trends and more.
“This Global Produce and Floral show is not ‘IFPA's show;' it's the industry's show and everyone across the supply chain — no matter your role, your title, your size or your product — you belong here,” IFPA President and CEO Cathy Burns told The Packer. “If the solution is cutting edge and can transform the way we feed the world — it belongs on the expo show floor.
“We're focused on helping our industry future-proof and positioning themselves to thrive when the future arrives,” Burns added.
Innovation will once again be a key theme at this year's global show.
“In the spirit of innovation, our 2024 Fresh Field Catalyst Program participants will be showcasing on the show floor,” Burns said. “This group of 12 innovators have climate smart solutions to help the industry address some of our most persistent challenges.”
Welcome back
It's been a minute since IFPA was in Atlanta, as the last time the show was held in Georgia's capitol city it was the Produce Marketing Association Show.
“We will be back in Atlanta for the first time in many years,” Burns said. “We're excited to welcome everyone to Georgia this year and the team at the convention center have been amazing partners as we plan to bring produce and floral to Atlanta.
“While we'll be in a new location, we'll have the world-class speakers and education experience you expect,” Burns continued. “We will have the networking opportunities to reunite and connect with new partners and friends, and of course, we will have a bustling floor covering floral, produce, complementary products, business solution providers and more.”
Also new this year is an exciting addition to IFPA's All-Access Pass.
“The Women's Fresh Perspectives Breakfast, which has traditionally been a separate ticket, will now be included in the All-Access Pass,” Burns said. “This year's speaker is the founder of Girls Who Code and Moms First, who will be speaking about how we can advocate for the kind of policy reform and steps our companies can take to lift women in the industry. Everyone is welcome at this event, where we'll also celebrate an industry member as the recipient of the Frieda Rapoport Kaplan Women's Catalyst Award.”
Who and what to see
With more than 1,000 exhibitors, there's much ground to cover at the IFPA global show. Following is a preview of what to expect at just some of the many booths ready to impress in Atlanta.
California Avocado Commission — Booth No. B2538
“Current crop estimates for the 2025 California avocado season indicate that the harvest will be larger than in 2024, which was in turn larger than 2023,” said Terry Splane, CAC vice president of marketing. “The California Avocado Commission marketing team is ready to discuss creative programs and customized retail activations to support customers and the larger crop.”
Visitors to CAC's booth also will have the opportunity to learn more about the commission's “What's Inside a California Avocado” advertising campaign, which focuses on California avocado growers as well as key messaging around locally grown and sustainably farmed.
Splane adds that creative in 2025 will showcase additional growers and build upon the “highly engaging video, digital and social communications launched this year.”
Idaho Potato Commission — Booth No. B1539
The 2024 IFPA Global Produce and Floral Show is a chance to meet the two new brand members on the retail promotion team of the Idaho Potato Commission.
Patrick Mills, who comes to the Idaho Potato Comission from Bashas', will cover the West Coast and Matt Zapczynski, most recently at Merchant Distributors, will manage the Northeast.
“We are excited for the experience they have in the industry and insights they can bring to their customers,” said IPC's Ross Johnson. “Customers should come meet them.”
As for Idaho potatoes at the show, the commission says the timing of IFPA couldn't be better.
“In Idaho we have only started to harvest our crop,” said Johnson, when The Packer connected with him in September.
“By the show, we will have a much better idea of what the profile of our crop this year looks like,” he added. “We like giving our customers information that helps them plan and prepare their retail promotions, especially with the holidays right around the corner from the show. Typically, our farms like to be completely done with harvest by the 10th of October, so the timing will be perfect.”
IPC also plans to highlight the work it's doing in analytics and understanding where the opportunities are in the potato category, Johnson said.
“The show is an excellent way for our customers to come see some of the efforts we've done in this space to help drive growth,” Johnson said.
Avocados From Mexico — Booth No. C1749
Avocados From Mexico says it plans to showcase partnerships and solutions to help reinforce brand equity and drive demand centered on its tentpole events, health and wellness and education. It also is set to unveil a lineup of demand-generating trade and shopper marketing programs and merchandising solutions for the season, including support for periods such as fall football, the Super Bowl and Cinco de Mayo.
Visitors to the AFM booth can expect a football-themed experience. The brand says it will feature its national program to support its partnership with the College Football Playoffs for the second year in a row.
The AFM booth also will include an area dedicated to the findings of its new merchandising study that it says will provide insights on how merchandising avocados in a store can grow business, incremental sales and nearly double basket size.
Ocean Mist Farms — Booth No. B3853
Ocean Mist Farms says it plans to unveil the first items in a new line of value-added vegetables.
“Convenient, nutritious and chock-full of flavor in consumer-favorite flavor profiles,” said Ocean Mist's Lori Bigras. “What more could time-starved consumers want for themselves and their families?”
Last year Ocean Mist Farms debuted its new 30-by-30-foot booth, featuring refrigerated coolers to showcase its fresh commodity and value-added items.
“This year it will be updated with our new logo that we just unveiled this summer,” said Bigras, who added the booth will also showcase the company's new innovations.
Ocean Mist is also celebrating its 100th anniversary this year.
“Reaching this incredible milestone fills us with pride and excitement as we embark on our next century,” Bigras said. “It reflects not only our rich history, but also the significant momentum we've built across virtually every aspect of our operation in recent years.”
Highline Mushrooms — Booth No. 653
“At this year's IFPA Global Produce and Floral Show we will be unveiling the brand-new era of mushrooms, attendees will not want to miss,” said Highline's Kelsey Coon. “We've revolutionized mushroom packaging in North America and we're not stopping there. A complete rebrand and bold new packaging is coming that consumers and the industry has never seen before.”
Coon says a visit to the Highline booth also promises a peek at the future of mushrooms.
“We've amped up the fun with a fresh new look because — let's face it — mushrooms should never be boring,” said Coon, who adds the company is ready to show attendees how mushrooms can be the life of the party.
In addition to new packaging, Highline Mushrooms plans to showcase the start of its value- added line, Sizzlin' Hot Stuffed Mushrooms.
These ready-made appetizers are made with mushroom lovers in mind, says Coon, who adds the value-added line offers convenience and elevated flavor in every bite.
Available in three flavors, including Roasted Goodness Red Pepper & Feta, Sup-Herb Basil Pesto Mozza, and Mmm Mmm Spinach & Artichoke, each variety promises a flavorful journey, Coon said.
Red Sun Farms — Booth No. B739
The show is also an opportunity to take a deep dive into greenhouse-grown produce.
Visitors to Canada's Red Sun Farms booth will discover the company's latest advancements in greenhouse technology, eco-friendly growing practices, new product offerings and unique varietals.
“Additionally, visiting our booth is a great opportunity to explore potential partnerships, learn about our sustainable packaging solutions and engage in meaningful conversations about the future of fresh produce,” said Red Sun Farms CEO Carlos Visconti. “Whether you're looking to enhance your product lineup or simply stay ahead of industry trends, the Red Sun Farms booth is a must-visit destination.”
Red Sun Farms also is set to showcase its Sweet Family product line, which includes Sweetpops Tomatoes, Sweetpeps Mini Peppers, and Sweetpeaks Long Peppers.
“Sweetpops has [redefined] our snacking tomato standards,” said Visconti. “This variety is all about delivering an explosion of flavor in a snack size tomato. This incredibly sweet snacking tomato has built a loyal consumer following and has reshaped the standard for sweetness in tomatoes.”
New Jersey Department of Agriculture — Booth No. B3476
It's all about Jersey Fresh produce at the New Jersey Department of Agriculture's IFPA booth this year. The department plans to highlight the more than 100 varieties of fruits and vegetables grown in the Garden State at its booth.
“New Jersey ranks in the Top 10 in production of a number of fruit and vegetable crops including eggplant, tomatoes, cranberries, spinach, bell peppers, asparagus, squash, peaches, cucumbers, blueberries and sweet corn,” said Christine Fries, agricultural marketing specialist with the New Jersey Department of Agriculture. “We look forward to reconnecting with familiar faces and meeting new contacts who may be looking to source the Garden State's fruits and vegetables.”
G&R Farms — Booth No. BC435
G&R Farms will unveil a new booth design at this year's IFPA show, with an open porch feel, complete with rocking chairs for booth visitors to take a break, the company says. There also will be a putting green at the booth, where visitors could win an Orca cooler.
“We're here to do business, but we can have fun in the process,” said Steven Shuman, general manager and vice president of sales for G&R Farms.
Schuman said buyers should also stop the booth and ask about access to the company's private speakeasy event.
“It's easy to get into if you know the secret code, so come by our booth for the code,” he said. “You can expect the best of cocktails and cigars that will take you back in time.”
G&R will be talking about the new crop of Peruvian sweet onions and a video at the booth will show highlights across the onion-growing seasons in Georgia and Peru.
“This year's crop is looking great, and we can't wait to share it with everyone,” Schuman said. “Because we pride ourselves on continually innovating and improving, it's also a great time to stop and chat about many of our sustainability advancements over the last year that are helping us produce more onions on less acreage and better manage our inputs.”
Equifruit — Booth No. EC409
The team at Equifruit is poised to bring back its popular “Bananity Fair”-themed magazine cover shoot at its IFPA show booth. The Montreal-based Fairtrade International-certified banana company will also have “Banana Badass” supermodel scouts in the entryway to recruit cover subjects.
“Anybody that wants to come and participate is going to have a total blast at EC 409,” said Equifruit's Kim Chackal.
Naturipe Farms — Booth No. 3675
Expect to see avocados, as well as Sweet Selections berries at Naturipe's booth this year. The company plans to highlight its sustainability efforts and natural breeding processes to develop the next generation of fruit. Naturipe Farms will showcase its Berry Buddies, an on-the-go snack pack.
“All of our delicious varieties will be there: blueberries with pancakes and maple syrup; mini cookies and mixed cheese; and grapes, pretzels and cheddar cheese,” said Ashley Finster, vice president of marketing at Naturipe Farms.
Finster said Naturipe will also showcase its three-berry pack, Three's a Charm.
“This is a very snackable fresh berry product. By combining smaller portions of raspberries, blueberries, and blackberries into one container, Three's a Charm offers a little something for everyone without needing to buy full clamshells that may go to waste,” Finster said.
For those in foodservice, Naturipe will highlight its read-to-eat blueberries.
“We take food safety seriously, and we're proud to be able to offer products for food service and retail that meet those needs,” she said.
Thx! Dreams — Booth No. B2672
Thx! Dreams is eager to attend the expo, saying that the event offers a unique way for companies to stand out in the produce industry.
“IFPA is more than just a marketing tool,” said Thx! Dreams' Martin Casanova. “It's a powerful strategy to attract and retain retailers and customers by showcasing your commitment to social responsibility. Thx! not only enhances your brand but also makes a real difference in the lives of farmworkers.”
At the expo, the company is set to feature partner products including mangoes from Camposol, citrus from Classic Harvest, kiwis and asparagus from Fru-veg Marketing, cherries from ExtraBerries, bell peppers from SunFed, grapes from El Pedregal, and blueberries from Fudi Food.
Bee Sweet Citrus — Booth No. C2566
This year Bee Sweet Citrus plans on highlighting its specialty citrus varieties and introducing attendees to its new premium citrus line, says Monique Mueller.
The new varieties include pummelos, Golden Gem grapefruit and royal red oranges.
“Each variety will be packaged in newly designed bags and cartons, and we have complementary point-of-sale material available to further market each variety at the store floor,” Mueller said.
F&S Fresh Foods — Booth No. B351
First-time exhibitor F&S Fresh Foods is ready to debut in Atlanta.
“This year is big for us,” said F&S Fresh Food's Alexis Sommers. “It's our first time having a booth at the IFPA show and we are bigger than ever, as we have now merged with RFG — so we will be meshing the sales/marketing teams together at this show.
“We now have nationwide capabilities and are very excited to speak to new and existing customers about the future and how F&S can be of service,” Sommers continued.
Sommers said F&S Fresh Foods will be showing its new Garden Pure brand in the booth and in the product showcase. The current product is a veggie and butter microwavable side dish, and the new product is the Roasting Pan Meals brand that the company is eager to share.
Phillips Mushrooms — Booth No. C2265
Sean Steller with Phillips Mushrooms says attendees should stop by to check out its new items and packaging updates and to discuss current projects leading into 2025. The company plans to feature Lion's Mane Coffee and Pink Oyster mushrooms.
Kwik Lok — Booth No. C2429
Kwik Lok will tout a new partnership with traceability solutions provider Trustwell, said Karen Reed, global director of marketing and communication for the company.
“The show is valuable to us because we come together with partners and customers in the produce community and learn what they are challenged by,” Reed said. “This gives us the fuel for our next innovation.”
The collaboration between Kwik Lok and Trustwell will provide customers with a comprehensive suite of tools to ensure product safety, regulatory compliance for FSMA and Sunrise 2027 and consumer trust along with unprecedented opportunity for marketing and branding, the companies say.
Salix Fruits — Booth No. C1137
“The IFPA expo is an incredible platform for us to connect with industry leaders, build new relationships, and strengthen existing ones,” said Juan Gonzalez Pita of Salix Fruits. “This year, I'm particularly excited about discussing the latest news in the fresh produce sector, learning about emerging market trends, and exploring sustainable practices that can help shape the future of our industry. It's also a great opportunity to exchange insights on the industry.”
Pita said the show is invaluable to Salix Fruits because it represents a unique opportunity to meet its global partners and clients in person. Those face-to-face meetings allow Salix Fruits to foster deeper relationships and collaborate on new strategies, Pita said.
“Additionally, it provides us with insights into cutting-edge innovations and trends, which we can apply to remain competitive in an ever-changing industry,” Pita said. “The show also offers a great stage for us to showcase our values of transparency, sustainability and commitment to delivering high-quality fruits across the globe.”
Salix Fruits is promoting sustainable farming practices to leverage data and technology to optimize its supply chains.
“At the show, we're looking to engage in conversations about how we can continue to contribute to the future of fresh fruit trade, and we're excited to collaborate with partners who share our vision of a more sustainable, efficient and transparent industry,” Pita said.
Tive Inc. — Booth No. C2409
“At our booth, we will be most looking forward to meeting new folks and engaging with them on challenges they might be facing with cold/supply chain management, efficiently tracking their shipments in real-time, and retail compliance,” said Rajathurai Nagarajah, director of sales of food vertical with Tive Inc.
“Lots has changed, and solutions have developed quite nicely within the space, making it easier than ever to migrate to real-time solutions which can help many types of companies to mitigate risk proactively,” he said.
Catching up and networking is top of mind for Nagarajah headed into the event.
“The IFPA show is valuable to us because it gets us in one room with everyone that we would want to talk to over a few days,” he said.
“I am most looking forward to seeing our existing clients and meeting with new ones we have been engaging with over the past year,” Nagarajah said. “[We] are most excited as well to share with the industry some of the key developments we have made over the past year to help our shipper and retail base with many of the current challenges they're dealing with. “
Driscoll's — Booth No. B2138
“Driscoll's mission is to continuously delight berry lovers by aligning the efforts of our customers and growers,” said Frances Dillard, vice president of marketing for Watsonville, Calif.-based Driscoll's.
“IFPA gives us the perfect platform to bring this mission to life. Attendees will have the opportunity to sample our full berry patch — strawberries, blueberries, raspberries, and blackberries — each cultivated for exceptional flavor through Driscoll's proprietary varieties. Sampling is a powerful way to showcase our brand promise of Only the Finest Berries.”
Most recently, Driscoll's emerged as one of the U.S.' top 10 retail grocery brands, she said. “Branded produce can and should be a formidable food competitor,” Dillard said. “Our industry has the power to change lives in a positive and healthy way. When visitors come to our booth, we look forward to future looking discussions of how to continue to grow together in new and incredible ways.”
Driscoll's will also feature its Sweetest Batch organic berries at its booth.
The introduction of organic Sweetest Batch blueberries “is a new item that both consumers and customers valued and will continue to scale in our portfolio,” said Dillard.
Driscoll's also takes pride in bringing representatives from its independent grower network to the event, Dillard said. “Connecting them to the marketplace is crucial as we adapt together to the evolving landscape.”
Mastronardi Produce — Booth No. 1639
Fourth generation-owned greenhouse grower Mastronardi Produce says it plans to showcase the latest in flavor and innovation at the Sunset booth, making it a destination on the show floor.
Mastronardi says it will showcase a variety of new, flavorful items and its full Summer Series Berry lineup will make its debut at the show. The line of greenhouse-grown berries offers “the vibrant taste of summer” year-round, says Mastronardi's Peppe Bonfiglio. Continuing to move the berry category forward, Mastronardi will also be showcasing an ultra-premium berry in the WOW Utopia Strawberry. Queen of Greens Salad Kits will also be part of its showcase as well as the hand-cut Backyard Farms Butter Leaf and Romaine lettuces.