Are you ready? FPAA invites the fresh produce industry to participate in its SWIPE Expo and Golf Desert Classic on November 7-9, 2024 at the JW Marriott Starr Pass in Tucson, Arizona. If you are part of the industry you have to be at SWIPE! Alisson More tell us all the details, read the full interview here:

1. Can you tell us about the history and significance of FPAA?

The Fresh Produce Association of the Americas is celebrating 80 years of helping produce companies import and distribute fresh produce from Mexico.  In 1944, a group of people working in the Nogales produce industry figured there was a better way to work together to solve their common issues, and they came together to form the FPAA.

Through the years, the importing community has worked collectively through the FPAA to fight trade wars on a variety of items from grapes to tomatoes, bell peppers, squash, cucumbers, and more.  They have secured increased transportation funding for area roads, they have forged relationships with federal agencies, like Customs and Border Protection, to improve processing times at our ports of entry, and so much more. 

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What started as a Nogales-based organization has evolved into a border-wide association that provides a powerful voice working on behalf of produce companies sourcing fresh fruits and vegetables from Mexico. Adding to that powerful voice is the FPAA’s SouthWest International Produce Expo (SWIPE), an event designed to bring members face-to-face with key buyers and industry colleagues.   

2. Could you tell us about the next edition of the Southwest International Produce Expo (SWIPE)? 

The FPAA SWIPE Expo and Golf Desert Classic will be held on November 7-9, 2024 at the JW Marriott Starr Pass in Tucson, Arizona.  This year will build on the success of 2023, doubling booth spaces and also doubling retail and foodservice buyer attendees. 

3. Could you share with us what were the main results of the last edition?

Last year was the first year the FPAA held their convention in Tucson and expanded it to include a tradeshow format.  We had almost a one-to-one buyer to booth ratio at the show last year, and the educational sessions featuring various retail and foodservice buyer panels were well-received by attendees.  Some of the top distributors of Mexican produce were in attendance, showcasing they variety of items they handle. Attendees loved the new format, and because of that early success, SWIPE continues to grow in its second year. 

4. What are the primary demographics of the attendees scheduled to attend the Expo in November?  

SWIPE and Golf Desert Classic attract a wide variety of attendees.  One of the main goals is to connect buyers with sellers.  Top attendees include major distributors of Mexican produce handling a wide variety of items from across Mexico.  Many distributors have a booth at SWIPE to have conversations with the buyers attending, whether from food service, retail, or major regional wholesaler buyers.  There are a number of growers from Mexico that attend the event as well.  The event also attracts suppliers from sectors like banking, transportation, seed suppliers, and more. 

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The FPAA is also excited to be partnering with the Fresh Produce & Floral Council on the golf tournament held during the convention. The SWIPE Golf Desert Classic brings together the members of the FPAA and the FPFC under one joint event, which will be a win-win for the industry. 

5. What is the primary objective and who are the target audience?

The main, overriding objective, is to help companies promote themselves and the products they sell. Bringing together buyers and sellers is crucial for that, which is why the event features prominent distribtutors and why the FPAA invites a broad range of retail, foodservice, and wholesale buyers to attend.  The event also helps strengthen the conversation between buyers and the industry by featuring educational sessions that touch on important topics in the industry. 

6. How will the overall program be structured and what activities will be undertaken? 

SWIPE begins on November 7, with the Golf Desert Classic cohosted with the FPFC.  That evening, everyone comes together for the Opening Reception, a fun networking event held overlooking the beautiful views from the JW Marriott Starr Pass.

Friday kicks off with the Women’s Leadership Breakfast and Panel.  Additonal panels, include, FPAA, Trade, Tomatoes & more; Meeting New Demographic Changes. What does retail need from suppliers in addressing changing consumer demands; and Handling Regional Challenges Across Western North America.  There will be a networking lunch between panels. 

The Expo floor opens at 2:00 Friday afternoon, giving attendees a chance to network and speak with customers and suppliers. 

To cap off the productive day, attendees can kick back and relax at the BBQ, Bourbon, and Beer Party. 

Saturday is designed to bring people together for some fun while continuing to network.  Attendees can go on a tour of a local retailer and a warehouse near the border, they can skeet shoot, or they can visit the Pima Air and Space Museum, one of the largest aviation museums in the country.  These fun Saturday events are designed to keep up the networking in a more relaxed environment. 

7. How can a company have a booth at SWIPE? 

A company interested in having a booth can visit https://swipeexpo.com/booth-pricing-%26-contract to learn more about pricing or to find a contract to sign up for a space.  Companies can also reach out to Eileen Dominguez at the FPAA.  Eileen is in charge of booths, and she is extremely helpful in answering questions and getting companies signed up to showcase themselves.  eileen@freshfrommexico.com.

8. What are the main trends, innovations and technologies that attendees will be able to learn about during this expo? 

In addition to the educational sessions earlier in the day, during the Expo there will be more opportunities for the industry to learn from panel discussions right on the show floor featuring topics like sustainability, supply chain innovations, and more. 

9. According to your experience, what have been the main business opportunities for attendees? 

Creating and strengthening business relationships is the biggest opportunity at the event. SWIPE helps companies create and expand their opportunities, whether a produce distributor is strengthening relationship with a buyer, industry suppliers are connecting with their customers, growers and meeting with distributors, or industry peers are networking to strengthen collaboration.    

10. Anything else you would like to add? 

The FPAA invites companies from across the supply chain to attend SWIPE. For additional information, including the agenda, hotel information, sponsorship information, and more, please visit www.swipeexpo.com.