RIO RICO, AZ - Building real partnerships in this industry means getting to know the people behind the product. Fresh Farms relishes the chance to do exactly this at the upcoming Viva Fresh Expo, where the company’s portfolio of table grapes, vegetables, and melons is supported by a team with decades of experience in the industry.

“We’re growing quickly, with more volume, strong quality, and a solid team behind the operation,” begins Roberto Hernandez, Sales Executive, as we dive into the company's mindset heading into the show. “We’ve built programs that allow our customers to align easily and operate with flexibility, supported by our expanding grape portfolio, as well as vegetables and other fruit categories. A big part of that is our ability to offer product year-round, which is only possible thanks to the strong partnerships we have with our growers and the consistent quality they deliver.”

Building a strong network is top of mind for Fresh Farms as it continues to level up operations. With structured programs in place across multiple categories, the company can help its customers plan with confidence and respond to changes in demand.

“Our approach is centered on coordinating production across regions and commodities, so we can offer the right product mix at the right time—whether that’s through our expanding grape portfolio or our vegetable and fruit programs,” Roberto explains.

Fresh Farms is currently focusing on three strategic areas of growth: growing its grape category with premium and proprietary varieties; using a broader portfolio to support category planning and promotional opportunities; and scaling with growers to ensure volume, quality, and reliability.

“As we move into 2026, demand is being driven by partners who need clarity, responsiveness, and execution—and our portfolio is built to support that,” Roberto says.

For returning and new customers, Fresh Farms looks forward to connecting with them at the upcoming show, held in San Antonio, Texas, April 16—18, 2026.

“Viva Fresh Expo 2026 has always been an important show for us,” Roberto concludes. “Our partners across the Tex-Mex corridor know how we work, and for us, it’s a key space to continue strengthening those relationships.”

Be sure to stop by booth #1206 to learn more about Fresh Farms for yourself.