2025 Global Produce & Floral Show Wraps in Anaheim, California; Industry Leaders Comment
ANAHEIM, CA – There is a fresh appreciation for my home when tens of thousands from our industry come to town, exploring restaurants and districts in my backyard as they renew relationships and form new ones. And of course, there is the excited buzz as everyone prepares for the week that over 1,000 exhibiting companies have waited for.
The International Fresh Produce Association’s (IFPA) Global Produce & Floral Show (GPFS) not only remains a steadfast point of connection in the produce calendar, it also showcased a culmination of rebrands, launches, and partnerships that maintain it as a finale of the annual trade calendar.
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Chris Keetch, Director of Produce and Floral, The GIANT Company
“GPFS 2025 is in the books, and oh, what a show in sunny Anaheim! Navigating through a packed house all day Friday was educational, coupled with productive meetings and conversations,” Chris Keetch, Director of Produce and Floral for The GIANT Company, shared with our team. “Saturday was just a little quieter, which allowed me to check almost every box I wanted to accomplish. The layout was great and easy to navigate, especially with the app in hand (read between the lines—always download the app!). Thank you, IFPA and Anaheim—see you next year in Orlando!”
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Wednesday, October 15, already saw many meetings and making the most of the industry’s gathering, heralding the dynamic and energetic show we had ahead of us even before IFPA Chief Executive Officer Cathy Burns took the stage Thursday morning.
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When she did, the association leader talked trends, challenges, and opportunities, addressing government challenges, actions, and how IFPA has been fighting for fresh.
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Cathy Burns, Chief Executive Officer, International Fresh Produce Association
“Last October, I said we would increase our advocacy investment here and around the world by ‘fighting for fresh’ when our future was threatened,” Cathy commented in IFPA’s release of her address. “I believe it has never been more important to be clear on what you stand for, who you stand for, and what you believe in. It’s in those beliefs, and our work together in acting on them, that we can navigate the storms around us.”
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The CEO also unveiled a tool IFPA has had in the works for the better part of a year, launched as of the session we sat in—an AI tool providing proprietary data for the industry in ways Cathy herself assured would make a financial impact on businesses that utilize it.
Educational festivals spotlighting regenerative ag, the modern supply chain, leadership, and much more revisited the traditional format and launched a new approach. In between general sessions, IFPA hosted a few hours of fast-paced live speakers, self-guided information, and casual conversations to inspire and help industry members propel priorities.
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One standout that complemented the State of the Industry was Leading Through Turbulence, moderated by Alexis Taylor, Chief Global Policy Officer for IFPA, Adrielle Dankier of Nature’s Pride, John Anderson of Oppy, and John Simko of Sunshine Bouquet Company.
Outside our industry and bringing in their wisdom with incredible stories and real-world applications were Sarah Robb O’Hagan, renowned executive, entrepreneur, author, and founder of Extreme Living; blind adventurer Erik Weihenmayer, who has summited Mt. Everest and kayaked the Grand Canyon; and, specially for the Womens Fresh Perspectives breakfast, Amy Trask, former CEO of the Raiders and current CBS Sports analyst, as well as the NFL’s first female front office executive.
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Off the stage, a record number of registrants rose before the sun to complete the annual Race for a Healthier World 5K, running under the halo of the Anaheim Angels, out and back. Some brought their running gear, while others sported fun costumes to support the companies they represented, and all walked—or ran—the walk of healthy living through action.
No small feat before taking to the trade show floor of over 1,000 exhibitors, a tenth of which were first-time exhibitors of the show, according to the association’s website.
Alex Jackson, Vice President of Sales and Marketing,
Frieda’s Branded Produce
“Reflecting on this week, it’s clear that our industry is ready for more when it comes to tradeshows. Buyers are ready to see something that inspires them, and suppliers are ready to feel that their energy spent on tradeshow strategy is changing the way the industry sees their business. Both are what we at Frieda’s, Legacy Farms, and Cal Fresco leaned in on, and it worked. Every client, grower, and industry colleague came by our booth and felt inspired and welcomed while experiencing something new and different than anything else on the show floor. It validated that our go-to-market and innovation strategies for 2026 are on the right track, and we are so excited for what’s to come,” said Alex Jackson, Vice President of Sales and Marketing, Frieda’s Branded Produce.
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Ryan Sanchez, Produce Sales Manager for Albertsons and Vons, expressed how great the experience of the show was when we connected Saturday as the final expo hours wound down.
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“I enjoy so many things about the show, seeing people that I haven’t seen in a while, negotiating deals to help everyone sell more produce, what’s coming in the future (innovation), and collaborating with brokers, suppliers, and growers! Oh, one more thing, the samples throughout the show were great,” he shared.
Ryan Sanchez, Produce Sales Manager, Albertsons and Vons
While there was much ground to cover, mentally and physically, over the days of the 2025 GPFS, attendees certainly used every hour until the final announcement of the end of the show echoed across the Anaheim Convention Center.
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Even then, many celebrated locally Saturday evening, reflecting on new and revived connections—I often heard how the October show is the only time they get to see some industry friends in person.
As the experiences of the last week continue to sink in and strengthen back at home offices across the industry.
Source: www.andnowuknow.com
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