At Viva Fresh, Produce Leaders Focused on Future-Proofing the Industry
Technology, labor, water and affordability emerged as some of the biggest themes at this year’s Viva Fresh Expo, as produce industry leaders gathered in April to discuss how the business can adapt to rapidly changing conditions while continuing to meet consumer demand.
Held in Texas and focused heavily on the fresh produce supply chain, Viva Fresh brought together growers, shippers, retailers and service providers from across North America. While new products and networking remained central to the event, many conversations this year centered on what industry leaders described as the need to “future-proof” produce operations.
One major focus was labor. With ongoing workforce shortages continuing to pressure farms and packing operations, companies discussed increased investment in automation, robotics and efficiency technologies designed to help offset rising labor challenges. From harvesting equipment to warehouse systems, technology providers emphasized tools aimed at improving productivity while reducing dependence on manual labor.
Water availability also remained top of mind, particularly for growers operating in drought-prone regions. Industry discussions highlighted the growing importance of irrigation efficiency, water monitoring technologies and sustainability planning as producers face increasing pressure to do more with fewer resources.
At the same time, affordability emerged as a key retail concern. Produce leaders acknowledged that while consumers continue to prioritize fresh foods, inflation and economic uncertainty are influencing purchasing decisions. As a result, retailers are placing greater emphasis on value messaging, promotions and merchandising strategies designed to position produce as both healthy and budget friendly.
Several exhibitors and speakers also pointed to changing consumer expectations around convenience and transparency. Ready-to-eat products, meal solutions and sustainability-focused messaging continue to gain traction, particularly among younger shoppers looking for both ease and authenticity in their purchasing decisions.
Technology was woven throughout many of these conversations. Companies showcased advances in traceability, data analytics and supply chain visibility, all aimed at helping businesses respond more quickly to disruptions and better understand consumer behavior.
Industry leaders suggested that data-driven decision-making is becoming increasingly important as produce companies navigate volatility tied to weather, labor and shifting retail trends.
Despite the challenges discussed throughout the event, the overall tone remained optimistic. Attendees repeatedly emphasized the resilience of the produce industry and its ability to adapt under pressure. Many pointed to fresh produce’s strong position with health-conscious consumers as a long-term advantage, even as the sector faces operational headwinds.
The conversations at Viva Fresh reflected an industry balancing immediate concerns with long-term planning. Labor shortages, water constraints and economic pressures are unlikely to disappear anytime soon, but produce companies are increasingly focused on building systems and strategies that allow them to remain competitive in a changing marketplace.
For many attendees, that means investing not just in products, but in the infrastructure, technology and partnerships needed to support the industry’s future growth.
