VIVA FRESH Produce Expo 2027
Event Date
April 8–10, 2027
Location
San Antonio, TX
Expected Exhibitors
199
About This Show
AI-drafted summaryVIVA FRESH Produce Expo is a premier regional trade show for the fresh produce industry, hosted by the Texas International Produce Association (TIPA). Built around the vital Tex-Mex produce corridor, the show connects growers, shippers, packers, distributors, importers, retailers and foodservice buyers from across North America in a relaxed resort setting. It combines a bustling exhibit floor with high-quality education, networking events, and business-development opportunities.
The event draws a professional B2B audience: supermarket retailers, produce directors, buyers, category managers, merchandisers, foodservice operators, and produce brokers on the buying side, alongside growers, shippers, packers, commodity boards, and industry suppliers as exhibitors. Texas serves as the gateway for a huge share of fresh produce entering North America, making the show a strategic sourcing hub.
With record attendance in recent years, VIVA FRESH is widely regarded as a must-attend gathering for the fresh produce supply chain. Attendees come for meaningful buyer-supplier connections, keynote and educational sessions, and signature social and networking events that make relationship-building easy.
Show Highlights
VIVA FRESH pairs a full exhibit floor with education and signature networking events. Recent highlights include:
- Keynote programming — the 2026 edition featured keynote speaker Hunter Pinke, sharing a message of resilience, gratitude, and mindset.
- Educational sessions — including "Consumomics™ of Fresh Produce" with futurist economist Richard Kottmeyer, "Market Mayhem: The Forces Shaping Fresh Produce," and a rapid-fire produce policy session led by TIPA's Dante Galeazzi.
- In Bloom Women in Produce reception and networking.
- Y-TIPA — a program for the next generation of young produce professionals.
- Viva Fresh Open Golf Tournament — honoring the legacy of Marvin Davis and supporting the industry scholarship.
- Pickleball Tournament and a Mediterranean Wine Tasting debut at 18 Oaks Steakhouse.
- Clean Eating Challenge — participants share stories from their journeys toward healthier habits.
Attendance
The 2026 VIVA FRESH Expo set a record. In its 11th year, the event welcomed a total of 2,872 attendees, including 380 retail and foodservice buyers, and featured 199 exhibitors — the largest turnout in the show's history. The audience spans supermarket retailers, VPs of produce/floral, produce directors, buyers and specialists, merchandisers, category managers, foodservice operators and distributors, and produce brokers.
Registration
Registration is handled through the official VIVA FRESH Expo website at vivafreshexpo.com via the Registration page. Separate pathways are provided for attendees, exhibitors, and sponsors. Prospective participants should visit the site for current pass types, pricing, and deadlines, or contact the Texas International Produce Association at (956) 581-8632 or info@texipa.org.
History
VIVA FRESH launched in 2015 with its inaugural event in Austin, created to highlight the vital role of the Tex-Mex corridor as a key trade route and production hub for fresh produce. In just three years the Expo grew beyond expectations, selling out each event and increasing buyer attendance by roughly 140%. It has since evolved from a regional trade show into one of the produce industry's most influential gatherings, held in Texas cities including Austin, San Antonio, Dallas and Houston. The 2026 edition, the show's 11th year, set an all-time attendance record with 2,872 attendees. The event is hosted by the Texas International Produce Association (TIPA), a nonprofit founded in 1942 that today represents more than 450 member companies across the fresh produce supply chain.
Exhibitors
Exhibitor Information
Detailed exhibitor list is being compiled. Check back soon or visit the official show website for the most current information.
Venue & Travel
Venue
JW Marriott San Antonio Hill Country Resort & Spa
23808 Resort Parkway
The JW Marriott San Antonio Hill Country Resort & Spa is nestled amid 600 acres of oak-covered hills in Texas Hill Country near downtown San Antonio. Its refined event space offers 268,000 square feet, featuring outdoor pavilions and elegant ballrooms. Amenities include the River Bluff Water Experience — a 9-acre water park with a 1,100-foot lazy river — plus multiple resort restaurants and a full-service spa. The resort is also home to PGA TOUR-approved TPC golf courses that have hosted the Valero Texas Open.
Parking
Parking is available on-site at the resort. The property offers parking, which may be free or subject to additional fees. Accessible parking is also provided for guests. Confirm current self-parking and valet rates with the resort or the AAO conference materials.
Getting There
- Nearest airport: San Antonio International Airport (SAT). The resort is located at 23808 Resort Parkway and sits about 14 miles northeast of the airport, roughly a 35-minute drive.
- Driving/rideshare: The resort is approximately 21.7 km from San Antonio International Airport, about 22 minutes by car. Taxis and rideshare services serve the route from the airport.
- Rail: The San Antonio Amtrak Station is about 35 km from the resort, roughly a 30-minute drive.
Nearby Hotels
The conference takes place at the host resort itself, so on-site rooms are the most convenient option:
- JW Marriott San Antonio Hill Country Resort & Spa (host hotel) — rooms on the conference grounds; attendees are advised to secure hotel reservations upon registration.
The resort sits in the Stone Oak area of North San Antonio. Nearby landmarks include Sprouts Farmers Market (about 3.4 km), the Village at Stone Oak (about 4.8 km), and other retail in the Stone Oak district. Additional chain hotels are located along the Stone Oak Parkway and US-281 corridor a short drive away.
Frequently Asked Questions
When and where is the 2027 VIVA FRESH Produce Expo?
The 2027 VIVA FRESH Expo takes place April 8-10, 2027, at the JW Marriott San Antonio Hill Country Resort & Spa in San Antonio, Texas.
Who should attend VIVA FRESH?
The show is built for the fresh produce supply chain. Buyers include supermarket retailers, produce directors, buyers and category managers, and foodservice operators, while exhibitors include growers, shippers, packers, distributors, commodity boards, and industry suppliers.
How many people attend VIVA FRESH?
The 2026 event set a record with 2,872 total attendees, including 380 retail and foodservice buyers, and featured 199 exhibitors — the largest turnout in the show's history.
How do I register or exhibit?
Registration for attendees, exhibitors, and sponsors is available on the official website at vivafreshexpo.com. You can also contact the Texas International Produce Association at (956) 581-8632 or info@texipa.org for details.
How do I get to the venue from the airport?
San Antonio International Airport (SAT) is about 14 miles away, roughly a 35-minute drive. The resort does not provide a shuttle, but rideshare, taxis, and car rentals are available at the airport.
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