For qualified retail buyers, the event is especially compelling. Attendance is completely free and includes access to all educational programming, networking events and meals, creating an all-inclusive experience designed to foster learning and connection without the financial burden.

In addition to this, reimbursement for eligible travel and lodging ensures that even those coming from outside Southern California can participate fully, making this event a highly inclusive and attractive proposition for retail buyers across the Western U.S. and beyond.This all-inclusive model is designed to maximize buyer participation, while offering suppliers and exhibitors access to high-level decision-makers.

The event is split into two segments: the Forum (Aug. 7–8) and the Fair (Aug. 9). 

The Forum includes a slate of educational sessions focused on the most pressing challenges in the produce and floral sectors — from FSMA 204 compliance and sustainability to merchandising, leadership and consumer trend analysis.

“This year’s Forum presents practical, forward-looking sessions that equip both newcomers and seasoned professionals with the tools they need to thrive,” said Hayes. The agenda also includes a keynote address, setting the tone for strategic discussion and big-picture insight.

One of the event’s highlights is its Biz-Match meetings, a curated one-on-one matchmaking program that connects retail buyers with relevant suppliers based on their business needs. “These personalized meetings ensure that both buyers and suppliers make the most of their time, leading to high-value conversations and lasting partnerships,” said Hayes.

Networking will continue beyond the formal schedule through receptions and themed social gatherings, designed to foster meaningful connections across the industry. “These events are strategically designed to foster camaraderie and connection, bringing together professionals from all corners of the industry,” Hayes added.

The final day — The Fair — transforms the venue into a bustling trade show, featuring more than 150 booths showcasing the latest in fresh produce and floral innovation. Buyers have the opportunity to explore new products, engage directly with brands and uncover emerging trends — all in one place. “The Fair provides face-to-face interaction in a high-energy setting, creating the perfect environment for relationship-building and discovery,” said Hayes.

For sponsors, the FPFC Harvest Forum & Fair offers a full spectrum of brand visibility opportunities. Ranging from Platinum Elite ($9,000) to Silver Supporting ($5,000) packages, sponsorship levels include benefits like prominent logo placement, keynote shoutouts, booth space and social media exposure.

“Sponsorship at this event offers a complete marketing cycle — from digital promotion before the event to live activation and extended post-event recognition,” Hayes said.

A variety of a la carte sponsorships are also available, such as Lanyard Sponsor, Name Badge Sponsor, Forum & Fair Bag Sponsor and Box Lunch Sponsor, each offering highly visible touchpoints with attendees. One of the more engaging options is the Celebrity Appearance Sponsor, which allows a company to host the keynote speaker at its booth for a meet-and-greet — a powerful tool for driving traffic and attention on the show floor.

“Every sponsorship is designed to maximize return on investment by connecting brands with the people who matter most — buyers, decision-makers and industry leaders,” Hayes said. “Whether through keynote visibility, product sampling or exclusive networking moments, our sponsors have meaningful opportunities to stand out.”

With its all-inclusive format, industry-focused programming and high-value sponsorship options, the FPFC Harvest Forum & Fair is positioned to become a must-attend fixture on the industry calendar. As Hayes summarized, “This event delivers education, visibility and business development in one of the most inclusive and engaging formats available in the fresh produce and floral industries.”