FPFC Expands 2026 Holiday Showcase with Industry Education, Networking and Exhibit Opportunities

The Fresh Produce and Floral Council is putting a major focus on holiday merchandising and seasonal planning with its 2026 Produce and Floral Holiday Showcase, scheduled for Aug. 26-27 at the Westin South Coast Plaza in Costa Mesa, Calif.

The organization recently announced both the event details and the opening of exhibitor and sponsorship opportunities, positioning the showcase as one of the industry's premier gatherings focused on holiday-driven sales and merchandising.

Built around the theme “A Showcase for All Seasons,” the event is designed to help produce and floral professionals prepare for the holidays and seasonal events that drive consumer purchasing throughout the year. Organizers say the program will cover traditional holidays such as Halloween and Thanksgiving, while also exploring growing celebrations like Día de los Muertos and major sales opportunities tied to events such as Super Bowl Sunday.

The two-day event will feature a combination of educational programming, networking opportunities and business development activities. The opening day includes a Women’s Leadership Summit along with separate Produce and Floral Industry Summits, followed by a networking reception. Day two will feature an industry keynote presentation, FPFC Awards, graduation ceremonies for FPFC apprentices, educational breakout sessions, buyer meetings and a four-hour trade show floor.

Bob Lanter, president of FPFC, said the event is intended to bring together the people responsible for helping retailers and consumers celebrate throughout the year. “Our industry makes the holidays happen,” Lanter said. “It’s time to bring its people together to plan, sell and buy in preparation for traditions that add color to our lives and bring sales to our businesses.”

In conjunction with the event announcement, FPFC also revealed that exhibitor and sponsorship registration is now open. Organizers describe the Holiday Showcase as the West Coast’s largest gathering of produce and floral professionals focused specifically on the seasonal holiday calendar. Sponsorship packages range from platinum, gold and silver levels to individual event sponsorships, while exhibitors will have the opportunity to showcase products and services aimed at helping retailers maximize seasonal sales.

The trade show component will highlight innovative products, packaging, merchandising solutions, equipment, retail technology, logistics services and promotional programs designed to support holiday sales throughout the produce and floral industries. Exhibitors will also have access to networking opportunities with retailers, wholesalers, growers and service providers from across the supply chain.

Veronica Rodarte, chair of the FPFC Executive Committee, said the showcase provides a unique platform for companies to present new ideas and products ahead of the industry’s busiest selling periods.

“This is an opportunity to gather the most innovative holiday products and ideas for the busiest part of our year,” Rodarte said. “Our exhibitors are bringing the best of every season to Costa Mesa.”

For produce and floral companies, the event underscores the growing importance of holiday merchandising as retailers look to drive traffic and increase sales through seasonal promotions. From fall holidays to winter celebrations and major sporting events, holiday-related purchasing continues to play a significant role in produce and floral category performance.

With registration now open and exhibit space already being promoted as limited, FPFC is positioning the Holiday Showcase as a key planning event for companies looking to capitalize on seasonal sales opportunities throughout 2027.

Companies interested in sponsorship or exhibit opportunities can contact Bob Lanter at bob@fpfc.org or call (714) 739-0177. Additional event information and registration details are available at fpfc.org/events.