GR Fresh looking forward to Viva Fresh

GR Fresh is dedicated to three key sectors that serve as the foundation of its success — production, distribution and transportation. These efforts have established the company as a strong and savvy player in the fresh produce industry for decades.

With more than 70 years of experience in Mexico, the company is well-prepared to enter challenging domestic markets and forge partnerships that align with its goals and vision.

That will be among its talking points when the company heads to Viva Fresh next month.

“This is a show we always participate in, and we love it,” said Tony Incaviglia, vice president of sales and marketing for the McAllen, TX-based company. “A lot of the Texas guys are located here in McAllen and the show is pretty well attended. Our plans are to wake people up a little bit.”

Incaviglia described the industry as being “a rough grind” over the last few months, almost akin to a post-pandemic situation.

“A lot of the growers I speak to on a daily basis kind of feel the same way,” he said. “A lot of product is being held back. In a normal market when you’re short, demand increases, but we haven’t seen it really coming back.”

That means GR Fresh is keeping things simpler now, dealing mostly with its staple items — Roma, round and grape tomatoes, cucumbers, green and color Bell peppers and Eggplant.

“That’s probably a smart thing to do at this point because we need to get our rhythm back with our customer base and get that demand going,” Incaviglia said. “Everybody is feeling that same thing right now.”

Viva Fresh is a great way to get things going in a positive direction. GR Fresh will be at booth No. 321 where it will have many of its main items and will be ready to network with both old and potentially new customers.