🌱 Inside this year’s Viva Fresh

🌱 Good afternoon, and welcome to today's fresh newsletter! 

In today's email:

• Viva Fresh Expo 2025: Record Attendance, Inspirational Keynote, and Strategic Trade Insights

• Trump Proposes Farmer Petition to Retain Undocumented Workers

• IFCO Celebrates Two Years of Circular Innovation at Dannstadt Service Center

• Trivia: What crop spread from ancient India?

• Fresh Picks: Our Handpicked Produce Content from the Web

• Viva Fresh 2025 Opens Its Doors, Spotlighting Southwestern Produce

• Bonipak: A Timeless Family Farming Story Since 1932

• Tip of the Day: Host "Pick Your Price" Community Support Days

VIVA FRESH

Viva Fresh Expo 2025: Record Attendance, Inspirational Keynote, and Strategic Trade Insights

The 2025 Viva Fresh Expo celebrated its 10th anniversary with record participation, setting a new benchmark for the fresh produce industry.

Organized by the Texas International Produce Association, the event attracted a sold-out show floor with 2,760 registered participants, including 438 buyers.

It brought together industry professionals, trade experts, and agricultural stakeholders for high-level discussions on supply chains and global trade dynamics.

The expo answered the fundamental questions of who, what, why, when, and how by offering innovative sessions, dynamic networking opportunities, and a range of educational presentations addressing current challenges and opportunities within the sector.

Kicking off the event, former migrant farm worker turned NASA astronaut José Hernández delivered an inspirational keynote that resonated deeply with the audience.

Hernández recounted his journey from humble beginnings to space exploration, underscoring the themes of perseverance and determination.

Educational sessions were a highlight of the day, with one session focused on tariffs and global trade policies drawing a standing-room-only crowd.

The lively discussions reflected the community’s strong interest in the evolving trade frameworks affecting the industry.

Reflecting on a decade of growth, Dante Galeazzi, president of the Texas International Produce Association, noted that Viva Fresh has evolved from a regional initiative into a nationally recognized forum shaping conversations on trade policies, supply chain innovations, and industry collaboration.

The expo also featured vendor showcases, product tastings, and the debut of a 10th Anniversary Mural made up of over 4,000 photos, visually narrating the expo’s rich history.

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WORKFORCE

Trump Proposes Farmer Petition to Retain Undocumented Workers

On April 11, 2025, President Donald Trump proposed allowing U.S. farmers to temporarily retain select undocumented workers through a petition process.

The idea, revealed during a Cabinet meeting, aims to address labour shortages in agriculture amid broader mass deportation plans.

Trump suggested these workers could leave the U.S. and legally reenter, though details remain unclear.

The proposal comes as industry leaders warn that deporting undocumented workers who make up about half the agricultural workforce could severely disrupt food production and supply chains.

While the plan may offer short-term relief, uncertainties around its implementation raise concerns among farmworkers and advocates.

The lack of clear criteria and a legal framework adds to the anxiety within the agricultural sector, as deportation efforts

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INNOVATION

IFCO Celebrates Two Years of Circular Innovation at Dannstadt Service Center

IFCO is celebrating the second anniversary of its Dannstadt service center in Germany, a key facility in its global network promoting reusable packaging solutions.

Processing around 500,000 RPCs daily, the center exemplifies IFCO’s SmartCycle™ model, which integrates automation, traceability, and circularity.

Opened in April 2023, the center enhances sustainability and efficiency by using advanced sorting, cleaning, and energy-saving systems.

It features a photovoltaic power system, underfloor heating, LED lighting, and a water recycling system capable of 400 reuse cycles.

Recognized with a Gold Certification by the DGNB, the facility supports over 300 retailers and 18,000 producers worldwide. IFCO positions the center as a prototype for sustainable, tech-driven food packaging and supply chain operations.

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TRIVIA

Believed to have been cultivated as early as 3000 BC in India, the _____ quickly spread throughout the ancient world.

Valued for its refreshing taste and high water content, it has long played an essential role in hydration and cuisine, especially within Mediterranean diets.

🍍 Global Market Overview: Pineapples | The global pineapple market faces tight supplies and elevated prices due to weather disruptions, logistical delays, shifting export priorities, and increased industrial demand, affecting markets across North America, Europe, Costa Rica, Panama, and South Africa. (FreshPlaza.com | Apr 11, 2025)

📊 Procurant Unveils Procurant Fresh AI | Procurant has launched Procurant Fresh AI, an advanced AI solution designed to streamline perishables category management in retail by providing real-time insights, simplifying decision-making, and integrating complex data into a user-friendly platform. (BlueBookServices.com | Apr 11, 2025)

 💸 Majority of Canadian Consumers Not Buying U.S. Produce Right Now, Says CPMA | According to CPMA President Ron Lemaire, 69% of Canadian consumers have stopped purchasing U.S. produce due to tariff tensions and are increasingly supporting local products, significantly altering consumer behavior and threatening long-standing North American trade relationships. (ThePacker.com | Apr 10, 2025)

🍎 Best Practices for How To Handle Rapid Apple-Tree Decline | Rapid apple-tree decline (RAtD), which severely affected Northeast orchards in 2023, especially in Massachusetts, is linked to multiple stress factors and can be mitigated through careful site selection, rootstock choice, cultural practices, and stress reduction strategies. (GrowingProduce.com | Apr 10, 2025)

♻️ CMI Orchards Leads Groundbreaking Regenerative Ag Advancements | CMI Orchards and Royal Family Farming have launched The Soil Center to transform agricultural waste into carbon-rich soil products through regenerative practices like vermicomposting and biochar, aiming for zero organic waste and long-term environmental sustainability. (TheProduceNews.com | Apr 10, 2025)

SHOWS

Viva Fresh 2025 Opens Its Doors, Spotlighting Southwestern Produce

The Viva Fresh Show launched on April 10 in Houston, Texas, gathering fresh produce professionals to network, sport, and learn.

Early morning golf tournaments at the Golf Club of Houston and Tour 18 Golf Club kicked off the event, alongside a pickleball tournament at Drop Shots.

By noon, registration opened indoors, and the afternoon featured a second round of golf, ending with an evening Astros Stadium reception.

The second day of the Viva Fresh Show continued with a full agenda, starting with breakfast and policy-focused panels, including a session on TIPA’s role in trade and advocacy, followed by a keynote from astronaut José M. Hernandez.

Organized by the Texas International Produce Association, the expo showcases produce from the U.S. Southwest and Mexico.

It blends exhibitions, conferences, and wellness events to promote healthy eating, sustainability, and business growth.

Attendees connect with growers, learn market trends, and explore innovations in farming, logistics, and produce marketing.

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INDUSTRY SPOTLIGHT

Bonipak: A Timeless Family Farming Story Since 1932

Bonipak Produce traces its origins back to 1932, when founders Milo Ferini and Dominick Ardantz established a family farming venture on California’s Central Coast.

Over time, what started with a modest acreage of sugar beets expanded into a diversified vegetable operation, thanks in part to the nutrient-rich soil and mild year-round climate of the Santa Maria Valley.

Today, a multigenerational family structure remains at its core.

Second, third, and fourth-generation members play active roles in daily business activities, supported by more than 2,000 full-time employees who manage everything from planting to shipping.

From its base in Santa Maria, Bonipak capitalizes on optimal growing conditions to cultivate a broad selection of crops, such as broccoli, cauliflower, celery, cabbage, lettuce varieties, cilantro, and spinach.

Bonipak offers both conventional and organic product lines, extending choices to meet diverse consumer needs.

Each harvest is monitored by dedicated crews who apply rigorous quality assurance measures to ensure both flavor and food safety.

With the proximity of the fields to a state-of-the-art, solar-powered cooling facility, Bonipak can chill freshly harvested produce quickly, preserving freshness and extending shelf life for customers.

Bonipak then tailors its growing strategy to align with these demands, assigning specific microclimates or soil types to each crop for optimal results.

While the underlying principles of this system have remained largely the same over the decades, technological advances have enabled the use of GPS-guided planting, drip irrigation, and custom nutrient blending to refine and improve efficiency.

In September 2024, the company launched a line of ready-to-eat celery sticks, pitched as a convenient choice for busy consumers seeking quick snacks or recipe ingredients.

By using water jet cutting technology and cold processing methods, Bonipak aims to maintain a satisfying crunch while preserving taste and freshness.

Some key points included a soil laboratory staffed by specialists intent on minimizing environmental impact through methods like reduced tilling, the use of drip tape irrigation, and the adoption of cover crops to enrich the land and protect against erosion.

Another critical facet of Bonipak’s commitment to the environment is the expanded use of solar power.

Over the years, the company has installed more than 6,640 solar panels that collectively offset a significant proportion of its operational energy requirements.

Bonipak also highlights the well-being of its employees, noting that it invests in worker training, equipment, and safety protocols across the entire supply chain.

Over the decades, Bonipak’s approach of combining tradition with innovation has allowed it to adapt to shifting market demands.

The incorporation of sustainable farming techniques, modern technology, and a closely managed production chain continues to play a central role in its identity.

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TIP OF THE DAY

Host "Pick Your Price" Community Support Days

Once per month, designate a special market day where customers can "pick their price" for a specific selection of your produce.

Set a minimum price that covers your basic costs, but allows customers to pay what they feel is fair or what they can afford.

This unconventional approach serves multiple purposes:

• Creates goodwill and accessibility across different economic backgrounds

• Generates media attention and social sharing as an innovative business model

• Educates customers about the true value of locally-grown food

• Provides market research about what different customers perceive as fair pricing

• Helps move excess inventory of certain crops when needed

You can then track the data from these events to understand average pricing and adjust your regular prices accordingly.

Feature stories about how community support helps sustain your farm and how various customers benefit from the model.

This approach positions your farm business as community-centered while potentially attracting new customer segments who might otherwise find local produce unaffordable.