HOUSTON — The 2025 Viva Fresh Expo commemorated its 10th anniversary this year and the momentum has never been stronger. With a completely sold-out show floor, attendee registration of 2,760 participants — including 438 buyers — the 2025 event is a powerful testament to a decade of progress and purpose.

As Cinco de Mayo approaches, West Pak Avocado's AVO360 program and category expertise highlight the holiday's growing popularity and impact on sales during the second quarter. During this celebration, many Americans enjoy Mexican-inspired dishes, making avocados a staple ingredient in festive menus across the United States. The preparation and consumption of these dishes mark the increasing popularity of Cinco de Mayo, which continues to drive significant sales, making it one of the key holidays in the U.S.

The International Fresh Produce Association recently published its 2025 Public Policy Agenda, outlining policy priorities that support the growth and resilience of the fresh produce and floral industry. The agenda is a strategic roadmap for advancing key legislative and regulatory goals that ensure consumers have access to a diverse, affordable and safe supply of fresh fruits, vegetables and floral products year-round.

Trucco Inc., which is approaching its 60th anniversary on New York’s Hunts Point Terminal Market, continues to thrive with its core products, but it also has an eye toward growth with continued expansion.

J. Schwanke, flower expert and public speaker, expressed that Life In Bloom and The Life In Bloom Foundation are deeply committed to promoting education about cut flowers. This commitment extends not only to the 115 million households reached by the show each week, but also to the next generation of floriculture and horticulture professionals, supported by over 400 educators nationwide.

HOUSTON — With a completely sold-out show floor that drew 2,760 attendees, including 438 buyers, the 10th annual Viva Fresh Expo was a rousing success and a testament to a decade of progress and purpose. Attendees were met with high-energy networking, vendor showcases, product tastings and the many acknowledgments of the growers, retailers and industry leaders whose vision and dedication have built the foundation of Viva Fresh over the past decade.