“This is the largest, most encompassing show in the country and our goal is to continue creating awareness of the more than 100 varieties of Jersey Fresh produce available from the Garden State,” said Joe Atchison III, NJDA’s assistant secretary of agriculture and director of marketing and development. “Making new relationships and confirming established partnerships is always a hallmark we seek when exhibiting at these shows. That makes for a winning day.”

Joining Atchison at the show will be Christine Fries, coordinator of agricultural marketing, with both staffing the booth and representing NJDA’s growers this year.

“We both are at the booth the majority of the time due to the large crowds of buyers and retailers from all over the world,” Atchison said. “However, we both alternate taking time to visit other exhibitors to see what’s new in their end of the industry and make connections.”

The NJDA/Jersey Fresh booth is No. 3541 along the main aisle between halls and will have the eye-catching Jersey Fresh backdrop and have plenty of promotional and point-of-purchase materials on hand for visitors.

“We expect to be talking about the variety of produce grown in the Garden State and how we rank in the Top 10 in production of several commodities,” Atchison said. “We expect to hear questions and comments on farm labor, weather impacts and international trade issues.”

The NJDA’s leaders have also been keeping a close eye on the produce industry and making decisions based on the challenges and fluctuations it is noticing.

“We always look forward to see what other exhibitors are promoting and how they are doing it,” he said. “Conversations with them show how we seem to face a lot of the same issues and how we approach them.”

The NJDA’s network continues to grow year-over-year at the show which is one of the reasons it considers it a must-attend.

“We have developed and continue to maintain relationships and hope to establish new relationships,” Atchison said. “Making people aware of the diversity of crops available from the most densely populated state in the country is vital to our wholesale growers. We also like to visit the exhibits of our counterparts at departments of agriculture from across the country.”

The biggest buzz at the department and expectations for 2026 overlap in that it is preparing a strategic plan for the whole NJDA to shape strategy and approach for the coming years from all facets of ag in New Jersey.

“New Jersey growers face some of the biggest challenges in agriculture in the country with higher labor and input costs and yet they continue to produce the finest quality fruits and vegetables,” Atchison said. “Jersey Fresh is here for you and your customers.”