Giorgio Fresh to ‘bring products to life’ at IFPA show, highlighting flavors
Giorgio Fresh to ‘bring products to life’ at IFPA show, highlighting flavors
During expo hours at the International Fresh Produce Association’s Global Produce & Floral Show, Giorgio Fresh Co. plans to go beyond displaying its whole, sliced and value-added mushroom products.
The company will bring those products to life on the show floor, according to Bryan Shelton, vice president of sales and marketing.
“IFPA gives us the opportunity to connect directly with our customers, share our latest innovations, and showcase the passion of our team,” Shelton said. “It’s more than a trade show, it’s an extension of our mission to build meaningful relationships, inspire new ways to enjoy mushrooms, and highlight the versatility and value they bring to every table.”
A spot on the show floor puts Giorgio Fresh at the center of the conversation, he said.
“It allows us to gather real-time feedback, build relationships and maintain our leadership position in the mushroom category,” he said. “It’s also a great venue to showcase new products we have coming out.”
Giorgio Fresh representatives will be at booth No. 3281 on the expo floor at the Anaheim Convention Center.
The company has stock-keeping units that cover specialty mushrooms and whole and sliced white and brown mushrooms, but its value-added offerings are expected to receive strong attention at the show as the company branches beyond its role as a mushroom supplier.
At the booth, Giorgio Fresh will be highlighting an array of value-added products, including Savory Sauté Kits, Grill Packs and a newly launched Persian lime brand, Vita Sana Sol limes.
“These products reflect our focus on convenience, flavor and expanding beyond the mushroom category,” Shelton said.
Chef Mike Rolon will be at the Giorgio Fresh booth preparing fresh dishes to highlight recipes featuring the company’s Stuffed Mushrooms, Savory Sauté Kits, Vita Sana Sol lime, and a new product that will be launching soon. Shelton said the recipes will emphasize convenience, versatility and bold flavors.
Giorgio Fresh’s value-added products provide an entry point into the mushroom category, offering convenient solutions for consumers who may be unfamiliar or hesitant about how to prepare them, he said.
“These items introduce people to mushrooms through approachable, ready-to-use formats,” Shelton said. “In-store, they help drive growth across the mushroom category, including bulk and traditional packs.”
Customers and consumers have responded positively to the grill packs, sauté kits, stuffed mushrooms and other Giorgio Fresh value-added products. “Retailers appreciate that these items help fill the growing demand for quick, nutritious and flavorful meal solutions,” Shelton said. “Consumers love that they can easily incorporate vegetables into their meals without sacrificing taste or time.”
