Registration is now open for the second annual Viva Fresh Expo scheduled for March 31 to April 2, 2016, at the JW Marriott Hill Country Hotel & Spa in San Antonio, TX.  

The Gateway to the America’s-themed regional expo event highlights produce grown in Texas, the neighboring southwestern states and Mexico.  

Attendees, exhibitors and sponsors can register online at www.vivafreshexpo.com and review additional information. Registration for retail and foodservice buyers is free and a travel stipend is provided.  

Hosted by the Texas International Produce Association, the inaugural event debuted last year in McAllen, TX, to a sold-out crowd. Bret Erickson, president and chief executive officer of TIPA, said, “Last year’s Viva Fresh Expo proved to be an overwhelming success with triple-digit retail and foodservice buyer attendance, standing-room-only meeting rooms and a busy convention hall. The numbers were impressive, but the feedback from attendees was extremely positive, highlighting the importance of this region and a well-executed show focused on quality produce.”

Nestled in San Antonio Hill Country, the JW Marriott provides a luxurious backdrop for the Viva Fresh Expo that remains focused on networking, quality education, Southwestern style and elevated food experiences.  

In fact, the expo’s focus on education raised the bar in 2015 with the introduction of real-time field tours.

“Being the first to introduce virtual field tours was exciting,” said Dante Galeazzi of Crescent Fruit & Vegetables. “We were able to bring the farm to the comfort of a hotel conference room. We maximized the time and education opportunity for all attendees creating a real-time dialogue and interactive experience that we are excited to continue.”

Event organizers said attendees should expect more big ideas and big flavors at the 2016 Viva Fresh Produce Expo. Along with the education component, the expo will continue to be focused on the health benefits, style and taste of southwestern United State sand Mexico-grown produce, with chef-inspired events and receptions with regional-specific foodie flair.  

Creating a positive networking environment to bring buyers and sellers together was always a top priority of the Viva Fresh Expo. H-E-B’s group vice president, Hugh Topper, summed it up best, saying, “Connecting with suppliers is key to our success and the Viva Fresh Expo brings all of Texas and Mexico to us. It’s the best of both worlds — a regional expo that stretches international boundaries.”

Because of the sold-out status of last year’s event, exhibitors and sponsors are encouraged to register early. Buyers can register online at www.VivaFreshExpo.com.