MISSION, TX - The Viva Fresh Produce Expo is known for bringing the fresh produce industry together for meaningful connections while focusing on the region. On Friday, April 17, education takes center stage with a full day of programming designed to inspire new thinking on area-relevant topics, tackle industry challenges, and deliver practical takeaways for growers, shippers, retailers, and industry leaders.

Following the morning keynote exploring the future “consumonics” of fresh produce, the afternoon lineup continues with a series of engaging and thought-provoking sessions that explore personal health journeys, industry policy issues, and the global forces shaping produce markets.

“Education at Viva Fresh is designed to spark ideas, encourage honest conversations, and equip our industry with unique regional insights,” said Dante Galeazzi, President and CEO of the Texas International Produce Association (TIPA), in the recent release. “From personal wellness to policy impacts and global economics, these sessions reflect the real-world factors influencing fresh produce today.”

Clean Eating Challenge Panel: Walking the Walk

The afternoon begins with the Clean Eating Challenge panel, where participants share their personal experiences committing to eat more fruits and vegetables while incorporating more movement into their daily lives. Through candid conversation about both successes and setbacks, panelists will discuss the practical strategies that helped them stay motivated and make lasting lifestyle changes. Their stories highlight the real-world impact of healthy choices and reinforce the powerful role fruits and vegetables play in supporting better health.

Rapid Response: TIPA on the Buzzer Beaters of Produce Policy

Next, Viva Fresh attendees will experience a fast-paced and interactive look at the policy issues impacting fresh produce in Rapid Response: TIPA on the Buzzer Beaters of Produce Policy. In this high-energy session, TIPA President Dante Galeazzi and Jed Murray, Director of Government Affairs tackle major topics such as water policy, labor, trade, promotion, and infrastructure in a rapid-fire format where each issue receives just three minutes before the buzzer sounds and the next challenge takes center stage. The session offers a dynamic and engaging perspective on how TIPA works behind the scenes to advocate for the industry, grow consumption, and strengthen the produce supply chain across North America.

Market Mayhem: The Forces Shaping Fresh Produce

The day concludes with the always-anticipated Hot Topic session, this year titled Market Mayhem: The Forces Shaping Fresh Produce. Industry leaders are joined by Dr. Michael Swanson, senior vice president and ag economist with Wells Fargo, to break down some of the most complex and debated issues affecting produce today, including geopolitical conflict, tariffs and food inflation. Through an interactive and conversational style format featuring rapid analysis and “true or false” myth-busting, panelists will examine how these forces influence the produce supply chain and what they mean for industry and consumers alike. The session is designed to move beyond headlines to explore the cause-and-effect realities driving costs, supply dynamics, and market uncertainty across the industry.

Expect a full day of connection and inspiration. In addition to Friday’s education programming attendees can take part in two signature Viva Fresh events designed to inspire and connect. The In Bloom Women’s Networking Event celebrates the leadership and influence of women across the produce industry, providing a space for meaningful conversations, mentorship, and professional connection. Later, attendees will gather for the Keynote Luncheon featuring motivational speaker Hunter Pinke, who will share his inspiring story and powerful message of resilience and perspective through his philosophy of “No Bad Days.”

“Viva Fresh has always been about bringing people together not only to do business, but to grow as an industry,” Galeazzi added. “This year’s show continues on our values pillar to bring topics that are both uniquely regional and provide actionable information to our attendees.”

Viva Fresh education programming is included with expo registration. Now in its 11th year, Viva Fresh will take place April 16–18, 2026, at the JW Marriott Hill Country Resort in San Antonio, Texas, and has become one of the most influential regional produce expos in North America. The event brings together growers, shippers, importers, retailers, and foodservice leaders for high-impact education, a vibrant trade show floor, retail engagement, and unmatched networking opportunities.

Registration is now open, with exclusive opportunities for buyers, exhibitors, and sponsors.

For more details, visit www.vivafreshexpo.com.