GUADALAJARA, MEXICO - The 2025 edition of The Mexico Conference, organized by the International Fresh Produce Association (IFPA), concluded successfully in Guadalajara, establishing itself as one of the key gatherings for the fresh produce and floral industry in Latin America. The event brought together the entire supply chain in an environment of collaboration, innovation, and growth.

For three days, the Hard Rock Hotel transformed into a vibrant space where the attendees' energy translated into real business opportunities, strategic learning, and high-level connections. The event welcomed IFPA members, sponsors, exhibitors, growers, buyers, exporters, media partners, and agribusiness leaders from Mexico, the United States, Canada, and more.

Business, Knowledge, and Strategic Alliances

One of the event's highlights was the business matchmaking sessions, which generated more than 150 effective meetings between producers and buyers, confirming the event's value as a commercial platform.

The educational sessions and panels delivered essential content for the sector's current challenges, addressing topics such as North American trade, sustainability, food safety, and demand creation. They also offered practical tools for decision-making and strategy development in the fresh produce industry.

A Diverse, Fresh, and Inspiring Expo

The exhibition area offered a rich showcase of innovation, high-quality products, and specialized services. Exhibitors from different regions shared their offerings with a strong spirit of collaboration and commitment to industry growth.

A Space to Reconnect and Grow

The Mexico Conference 2025 demonstrated that this event is more than just a schedule of activities—it is a meeting point that strengthens the entire value chain. The relationships established, knowledge shared, and opportunities generated reflect the industry's commitment to continued progress.

Next Edition - 2026

IFPA deeply thanks all attendees, partners, and sponsors for their participation and support. The organization is already preparing for the 2026 edition, with dates to be announced soon.

The testimonials speak for themselves:

“Every year, The Mexico Conference exceeds expectations. What we experienced this year—on top of record participation and a great diversity of exhibitors ready to provide solutions for the industry—was an unmatched content program, expert panelists who delivered powerful lessons to attendees, and an atmosphere of curiosity, innovation, and camaraderie.” Ines Massallach, CMO at Imalinx Mexico, Member of the IFPA Mexico Council

“It is an honor for me to have been invited to this event, and an even greater honor to do so in my own country. I congratulate all the organizers and IFPA for their outstanding work in promoting our industry through high-quality events like the one we were part of.” Carlos Bon, Vice President of Sales, Divine Flavor

“I’ve loved being part of the last three editions of IFPA’s The Mexico Conference and witnessing how it has evolved. This year in particular, there were innovations in the organization that enhanced the development of the event and allowed us participants to build excellent networks. Additionally, the speakers were outstanding and shared incredible lessons and advice. Thank you to the entire #IFPAMexico team for inspiring us to keep innovating and to be ambassadors of this beautiful industry!” Karina Reyes, Director of Communication and Outreach at AMHPAC

“Thank you to the IFPA team for hosting such a forward-thinking event. The energy, collaboration, and commitment to growth in our industry continue to inspire. It was a pleasure to join Dante Galeazzi and Alfredo Diaz on the panel as we explored the evolving landscape of trade, consumer demand, and market opportunities throughout North America. Grateful for their insights and collaboration during a truly engaging discussion. Excited about the future of fresh produce across borders!” said Ron Lemaire, President, Canadian Produce Marketing Association.

“It was a great event attended by exporters, importers, suppliers, retailers, and speakers. The conferences were excellent and very comprehensive, with up-to-date information and trends, interesting insights, and perspectives on both the first and second day of the event. Excellent event, congratulations!” said Myrna Castro, Manager of Mango Export Packing Facilities, EMEX.

“We firmly believe that collaboration with IFPA and its extensive network of companies and individuals who share this vision makes The Mexico Conference an essential place and moment to participate. We are honored to be an active part of IFPA’s activities throughout the year, with The Mexico Conference being one of the most visible and impactful. We are delighted to collaborate and look forward to continuing to do so in the years to come,” said Juan Labastida, Marketing Manager Mexico and Central America at Enza Zaden, Member of the IFPA Mexico Council.

“This event exceeded my expectations. If you're looking for a vibrant space to truly propel your business forward, this is it! Top-notch Networking: The connections I made were invaluable. From potential local collaborators to international distributors, the conversations flowed, and the opportunities felt tangible. IFPA’s Mexico Conference isn't just an event; it's an injection of energy and knowledge for our industry,” said Fernando Retolaza, Fresh Produce Specialist.

“An inspiring event in Guadalajara that brought together over 400 leaders, experts, and professionals from the agricultural sector across more than 10 countries. Over two days, we witnessed strategic business roundtables, educational sessions, and valuable connections driving the industry toward a more sustainable and prosperous future. We would like to congratulate Rubén Ramírez Carballo and all IFPA team for an exceptional event! Thank you, International Fresh Produce Association, for creating such an inspiring space for idea exchange and opportunity creation.”

MINNEAPOLIS, MN - WPS Fresh continues to accelerate its growth in fresh cut with the launch of a new line of in-house prepared sandwiches, salads, and deli items under the brand Harvest Bites. This expansion marks a strategic milestone for the company, bringing a more complete fresh solution to its retail and foodservice partners.

The new product line is made possible by a full-scale renovation completed in January, which expanded WPS Fresh’s processing footprint by more than 4x its previous capacity. This investment strengthens the company’s retail capabilities and enhances leafy greens production, allowing for a broader range of fresh, ready-to-eat offerings—all backed by WPS’s trusted cold chain and distribution network.

“This expansion allows us to deliver more value to our partners by offering a turnkey fresh cut solution that includes core commodities and now complete meal components,” said Jeremy Taylor, VP of Sales & Marketing at WPS Fresh, in a recent press release. “With Harvest Bites, we’re giving customers the convenience, flexibility, and quality they need to win with today’s shoppers.”

Targeted toward grocery, c-store, deli, and micro market channels, the Harvest Bites line features a mix of everyday staples and rotating seasonal favorites. In addition to the WPS-branded items, private label programs are available to meet customer-specific needs.

Early interest has already shown strong momentum, with customers looking at the new offerings to drive added value from their existing WPS Fresh programs.

“This expansion has already helped our partners strengthen their total value proposition to shoppers by bundling our core produce commodities with a growing range of fresh, ready-to-eat options,” added Taylor.

WPS Fresh plans to continue expanding the Harvest Bites portfolio, adding regional and seasonal items to meet local demand and further differentiate their retail offerings.

This move reinforces WPS Fresh’s long-term commitment to solving customers’ biggest challenges through strategic investments in infrastructure, innovation, and vertically integrated solutions.

For more information, visit www.wpsfresh.com or contact [email protected]

FORT LAUDERDALE, FL - This summer, Chiquita is making the streets of New York City a little brighter – and a lot more fun. The iconic banana brand is rolling out a fleet of eye-catching, Chiquita-branded buses across Manhattan and parts of Brooklyn, bringing smiles and sunshine to the Big Apple’s everyday commute.

“From Times Square to Central Park, Chiquita is going bananas in the best way possible,” said Juliana Furlan, Director of Marketing at Chiquita North America, in a recent press release. “This campaign is all about joy, quality, and connection. It’s a moving reminder of what makes Chiquita different: our history, our values, and the fun we bring to the everyday.”

This NYC activation follows successful out-of-home initiatives in Europe and supports Chiquita’s continued mission to uplift everyday moments and connect with consumers in unexpected and memorable ways. By turning one of the city’s most iconic transportation symbols into a moving billboard of joy, Chiquita invites travelers to join in a moment of fun, right in the heart of the Big Apple.

Whether you're a lifelong fan or discovering Chiquita for the first time, keep your eyes peeled, as the Chiquita branded buses will be on the move from now through mid-July! To learn more about Chiquita’s latest news, visit www.chiquita.com/.

LONG BEACH, CA - If you’ve longed to experience Long Beach, California, with the warm weather and the cool Pacific breeze, a debut fresh produce event is the perfect reason. The Fresh Produce and Floral Council (FPFC) is introducing its Annual Harvest Forum and Fair, which it has boldly billed as the premier event redefining networking, education, and innovation in the fresh produce and floral industry.

Matt Hayes, Program and Events Director, took some time to tell me why this is one​ opportunity industry members don't want to miss, both buy- and supply-side.

“The 2025 FPFC Harvest Forum & Fair is a standout event for both buyers and suppliers in the fresh produce and floral industries due to its dynamic combination of high-value networking, targeted business matchmaking, and timely educational content. For buyers, especially qualified retail professionals, the opportunity to attend at no cost—including complimentary access to all sessions and events, plus reimbursement for eligible travel and lodging—removes traditional barriers to entry and enables deep engagement with suppliers and thought leaders. Suppliers, on the other hand, benefit from direct access to decision-makers through the popular Business Buyer meetings, exhibit opportunities with over 150 booths, and brand exposure across a high-traffic trade show floor,” Matt shared.

The event will create a focused environment where business conversations are not only welcomed but actively facilitated, making it an essential marketplace for connection, discovery, and deal-making in the heart of the industry.

Matt noted that, while 2025 marks the first year under the “Harvest Forum & Fair” name, it builds on the legacy of the former FPFC Expo, which has long been a cornerstone event in the industry’s calendar.

“The evolution into a more experience-driven format reflects the council’s commitment to providing richer engagement, more actionable content, and greater ROI for participants. The shift signals a new chapter—one that honors tradition while embracing innovation—and early interest in the sponsorship packages and booth sales suggests strong momentum and participation,” he pointed out. “With enhanced programming, expanded networking, and an increasingly tailored buyer experience, this year’s event is poised to set a new benchmark for future industry gatherings.”

Attendees can expect exciting additions to the 2025 program, including:

• A keynote speaker meet-and-greet opportunity for select sponsors
• Exclusive themed networking receptions
• Giveaways throughout the event that bring a fun, engaging energy to the business-focused agenda
• Over 150 booths
• Brand-new sponsorship activations like branded lanyards, name badges, and box lunches

Taking place August 7th-9th at the Long Beach Hyatt and Convention Center, the event’s location also offers a scenic, accessible venue that enhances the attendee experience.

“There’s something fresh and impactful for everyone planning to attend,” Matt concluded. “The FPFC Harvest Forum & Fair is distinguished by its hybrid format, which combines two days of immersive educational sessions (the Forum) with a high-energy, interactive trade show (the Fair). This structure allows for both depth of learning and breadth of business exposure, setting it apart from traditional expos or conferences. The networking opportunities are also uniquely structured, ensuring connections are made in a variety of settings. In terms of information access, the Forum offers expert-led sessions on key industry challenges such as FSMA 204 compliance, sustainability, labor strategies, and consumer trends, making it not only a marketplace but also a learning hub.”

With the August timing falling in a position ideal for stakeholders looking to prepare for the fall and holiday retail seasons, a critical planning period in the fresh calendar, this is a debut I do not plan to miss. See you on the water!

NOGALES, AZ - Food safety. Social responsibility. Traceability. These are just a few of the hallmarks that make Divine Flavor’s Better Grower Program one of the best in the business. In this article, two of the company’s leaders share insights on this one-of-a-kind operation.

“The Better Grower Program is not just about quality and flavor—which are first and foremost and forever the main focuses—but there's a lot to do with food safety, which has become crucial in securing a consumer purchase. Food safety requires a lot of detailed work and making sure the thousands of people handling products throughout the supply chain uphold our standards,” Alán Aguirre Camou, Chief Marketing Officer, started off.

Social responsibility is another key factor in Divine Flavor’s Better Grower Program.

“It comes from our parent company, Grupo Alta. They provided the know-how and the ability to educate growers on having top-notch facilities to improve the quality of life for our workers that come from the southern states, mostly from the southeast states of Mexico,” Alán continued. “They have health benefits, so they have an additional reason for leaving their homes for the season besides earning money for their families.”

Traceability, he added, plays another major role.

“Being fully transparent in information and organics is not a trending fashion for us. We started doing it in the '90s with Grupo Alta,” Alán imparted. “Sustainability is also playing a bigger role in every platform, whether it’s media, consumers, or retailers.”

It is these six pillars—quality, flavor, food safety, social responsibility, traceability, and sustainability—that sustain the Better Food for a Better World slogan. This six-pillar system is audited, monitored, and improved together with Divine Flavor’s growers through the Better Grower Program.

“We work with growers that operate at a high level, like Grupo Alta, who's the parent company to Divine Flavor. Then we also have smaller growers—growers that think and share similar values to Divine Flavor that are new to the group,” Michael DuPuis, Quality Assurance and Public Relations Manager, noted. “Even though they might be lacking in some areas when it comes to compliance, the Better Grower Program is there to help standardize.”

Michael continued, adding, “The Better Grower Program is such a powerful campaign and tool that basically allows every single grower that packs for Divine Flavor to be operating as one. The same certifications, methods, and practices regarding social responsibility and traceability programs, combined with giving us information that allows us to speak to the retailers about how we can better promote and sell our products, are at the heart of the Better Grower Program.”

That just about sums it up! For more from Divine Flavor, keep clicking back to AndNowUKnow.

LOS ANGELES, CA - Berry Fresh is proud to announce that its premium blackberry variety, Sweet Karoline®, has earned a Superior Taste Award from the International Taste Institute in Brussels. Judged in a blind tasting by a panel of over 250 world-renowned chefs and sommeliers, this award recognizes the exceptional flavor and eating experience of Sweet Karoline®—a variety that’s redefining what consumers expect from a blackberry.

“We’ve always believed Sweet Karoline® is something special, and this award validates the years of work our team has put into bringing a consistently sweet, high-quality blackberry to market,” says Jyoti Bhogal, Vice President of Sales & Marketing at Berry Fresh.

Sweet Karoline® is grown with care in Mexico and soon in the Pacific Northwest, as Berry Fresh expands its production to meet rising demand across North America.

Known for its sweet, complex flavor and reduced tartness, the variety has gained a loyal following among retailers and consumers alike.