by Melissa De Leon Chavez

TUCSON, AZ – Community and communication were the resounding messages bouncing around in my head as I reflected on the three-day-long getaway to a desert mountain outside Tucson, Arizona, for the third annual SWIPE, hosted by the Fresh Produce Association of the Americas (FPAA). 

From an increase in booths to a new timeframe that aligns with exhibiting seasonality, there is much to celebrate for the 2026 event. In addition to a healthy spike in firstime buy-side attendees and record-breaking numbers overall, this year had the distinct feeling that SWIPE is finding its voice and hitting its stride.

More than 800 attendees, with over 70 buyer participants, set to the backdrop of the JW Marriott Tucson Starr Pass Resort & Spa, made for an intimate setting to connect, cut loose, and still get some work done. 

Embracing the intimate, fun-loving setting, H-E-B’s Colin Ager treated SWIPE attendees to acoustic guitar at the Produce Par-TEE. Early arrivals made their way to the Club at Starr Pass for the SWIPE Desert Golf Classic Tournament co-hosted by FPAA and the Fresh Produce and Floral Council (FPFC). A signature annual feature of SWIPE, buyers and attendees came together for a day of friendly connection and friendlier competition, the way only produce pros can.

No swing? No problem. The Produce Par-TEE, which started soon after tee-off, ensured no golf handicap was required to join fellow SWIPE attendees for a putting challenge and networking event where, I was told, heckling was highly encouraged. Among the camaraderie, Colin Ager, Business Manager for H-E-B, took the stage to treat guests to his guitar skills—a moment talked about past the ribbon-cutting the next day.

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“SWIPE is a great show for its intimate size and setting—a great backdrop to play guitar for some friends after golf. Sometimes you can get a little more done, or have some deeper conversations, at the smaller shows with more space in the day,” Colin told me of the experience. 

Ceremony and celebration continued late into the evening with the Southwest Social Produce Party, kicking off the first evening of the event during the association’s celebration of the Southwest in the ballroom of the gorgeous JW Marriott. Live music and an excited crowd made for a promising start to the expo’s official agenda.

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“From our sold-out golf tournament to our record-breaking attendance, the SWIPE 2026 show was a success for all who participated,” Lance Jungmeyer, President of FPAA, stated. “Several panels of produce retail and wholesale buyers shared candidly the realities of our supply chain challenges, bringing nuance and detail to the conversations that took place this week. Whether it is the impact of tariffs or the strange weather we are seeing, it is crucial for buyers and sellers to be having this dialogue and navigating it together.”

The next morning kicked off with a networking breakfast, featuring FPAA Board Member Greeters and the opportunity to further get to know our hosts and fellow guests before the education and exhibits to come. Then, celebratory tones turned contemplative as education panels began to tap the wisdom of several industry experts for challenges and opportunities for our industry.

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Black Swan Event: Preparing for the Unpredictable, featuring Rob Billow of Charlie’s Produce, Kevin Carter of Associated Wholesale Grocers, Noelle Neary of Wakefern, and Kristi Kovak of H-E-B, reflected on what happens when the supply chain encounters a “black swan” scenario—an unpredicted and unprecedented event that has severe impacts. Moderated by SunFed’s Matt Mandel, the room was packed regardless of it being the earliest and first of several sessions ahead of the trade show floor.

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Kristi Kovak shared further insights with the industry by sitting in on back-to-back panels as she took the stage once more, alongside Save Mart’s Jim Curtis, Charlie’s Produce’s Steve Kuboyama, and Indianapolis Fruit’s Tony Mitchell, for AI in Grocery: Easing Shrink and Other Common Challenges.

Remaining top of mind, the group discussed navigating the opportunities of integrating AI technologies and where this can be the strongest tool.

“The next space that we’re going to see is leveraging that store signal to drive more accurate forecasting in the warehouse,” Jim shared with the room, reflecting on bulding the foundation of AI resources in the store in order to establish the opportunities in the warehouse. “So if you get the store order and forecast, that foundation, that’s probably where you will see the fastest, most visible returns right away, is getting the store piece right. The DC (distribution center) piece, in my mind, is the multiplier—that’s where the transformation really begins. And that funnels all the way through the supply chain.”

Amid lunch, Looking to the Future with U.S. Importers of Mexican Produce dove into the dynamics, relationships, and what is on the horizon for cross-border partnerships, a topic cracked open wider by the final panel of the afternoon. Representing cross-country and cross-industry expertise, the final expert panel navigated what has been a crucial import/export topic: duties and tariffs. 

This session discussed how retail, wholesale, and foodservice are navigating the impacts, with CPMA’s Ron Lemaire moderating Markon’s Andy Hamilton, H-E-B’s Colin Ager, Charlie’s Produce’s P.J. Crawley, and Albertsons’ Bryan Preseley.

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Weathering supply chain turbulences while maintaining store environments catered to keeping loyal shoppers, each industry vet discussed how these aspects have affected their operations and what they’re doing to mitigate the challenges for operations and, ultimately, shoppers.

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Brimming with topics to connect on amid the show floor, it was time for the FPAA Board to cut the ribbon and welcome attendees to the third annual SWIPE—a bustling floor of 75-plus booths and Speaker’s Corner Panels taking place silent-disco-style during the second half. Amid browsing the rows, show-goers had the chance to take a moment to hear from innovative companies in the fresh produce industry as they shared their ideas into microphones feeding into provided headsets so as to be clear among the energetic atmosphere.

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The time and agenda kept a smooth pace, with the wrap-up of the expo flowing right into the JW’s ballroom and the SWIPE After Dark Party. While many, aware of weather challenges in Texas and across the East, had to make last-minute changes for earlier departures, a strong surge made it out to visit with new and familiar colleagues once more, reflecting on shining moments of the Tucson event.

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“I think it shines through that SWIPE is a really fun and productive event, and we are proud to share that SWIPE participation continues to grow,” shared FPAA Executive Vice President Allison Moore. “Our planning committee members and Board of Directors set their sights on a goal, and through their dedicated volunteer time, we exceeded our own expectations, attracting exhibitors and attendees from across borders to celebrate the vibrancy of the produce industry.”

Those who stayed back one more day also had the opportunity to join one of three fun activities—whether they were swinging away on Saturday. Pickleball Paddle Battle Tournament, bussing out to the Border Dash Tour
for an exclusive warehouse experience in Nogales, or getting a few shots in with the Tucson Trap and Skeet Club—one of the most exclusive sports shooting facilities in the U.S.—there was truly something for everyone to put an adventurous bow on top of their SWIPE experience. 

It is safe to say, with the next dates already slated for 1/14-1/16 in 2027 back at the beautiful JW, that this new timing was a resounding success. Here is to a bright and exciting horizon! 

Source: https://www.andnowuknow.com

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