Wada Farms looking to strengthen relationships at Viva Fresh
Wada Farms looking to strengthen relationships at Viva Fresh
Wada Farms is entering spring with strong inventories, disciplined crop planning for 2026 and a team that focuses on execution.
“Our priorities remain the same: delivering dependable supply, excellent quality and service our customers can plan around,” said Eric Beck, director of marketing for the Idaho Falls, ID-based company. “That stability is what allows our retail and foodservice partners to move forward with confidence.”
This time of year, also means a visit to the Viva Fresh show, which the company considers a key event for meaningful, face-to-face conversations with customers and partners who value long-term relationships.
“We attend with the goal of strengthening existing partnerships, discussing upcoming programs and staying closely aligned with where the industry is headed,” Beck said. “It’s less about making noise and more about being present, listening and reinforcing why Wada Farms continues to be a trusted supplier.”
The Wada team at the show will include Tate Brooks, Nicole Rumsey Wasylow and Dave Barton, all members of its sales department.
“Our approach is intentional and focused,” Beck said. “We prioritize preparation ahead of the show so our team can have productive, informed conversations. Everyone attending understands their role, the customers they’ll be meeting with and the key messages around supply, quality and service. That alignment ensures consistency in how we represent Wada Farms.”
Wada Farms will be exhibiting at booth No. 505, where visitors can expect a clean, professional space that reflects who the company is as a grower-shipper.
“The focus will be on our core commodities — potatoes, onions and sweet potatoes — and on conversations around supply reliability, program execution and partnership,” Beck said. “Our booth design and product display are intentionally straightforward, allowing the product and the people behind it to take center stage.”
Anticipated discussions at Viva Fresh will center on planning, supply chain consistency and how to navigate ongoing cost pressures while maintaining quality.
“We expect conversations around consumer demand, sizing and program flexibility to continue,” Beck said. “As always, there will be a strong focus on how growers and shippers can best support customers through clear communication and dependable execution.”
Beyond the booth, the Wada Farms team will be active throughout the show, attending key events, connecting with customers off the floor and staying engaged in broader industry discussions.
“Viva Fresh provides an opportunity to step back from day-to-day operations and focus on the bigger picture — forging relationships and key partnerships,” Beck said.
For Wada Farms, networking is a critical component of Viva Fresh, and the team is looking forward to meeting with others attending the show.
“Growth is built on relationships, not transactions,” Beck said. “The opportunity to connect in person — whether with long-standing partners or new contacts — helps strengthen trust and alignment. Those conversations often lead to better collaboration throughout the year.”
At the end of Viva Fresh, a successful show for Wada Farms is one where it leaves with stronger relationships than when it arrived.
“If we’ve had thoughtful conversations, gained insight into our customers’ needs and reinforced confidence in our ability to perform, it’s been a winning day,” Beck said. “Success isn’t measured by volume of meetings, but by the quality of engagement.”
Looking ahead to the rest of the calendar year, Wada Farms’ goals are centered on disciplined growth and operational excellence.
“We remain focused on strengthening our core commodities, investing in our people and infrastructure and continuing to be a reliable partner in a complex supply chain,” Beck said.
