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Women, Resilience and Relationships: Our Biggest Takeaways from Viva Fresh 2026

Attending Viva Fresh 2026 reinforced the value of being present, listening, and learning directly from the industry. For Farmers Fresh, the event represented an important milestone in our journey of growth and reconnection with partners, customers, and industry leaders.

Women in Produce: Leadership Beyond Labels

One of the most impactful sessions was In Bloom: Women in Produce, where industry leaders shared their personal experiences navigating executive roles while balancing family, leadership responsibilities, and professional growth.

“It’s not about whether a role is for a man or a woman — it’s about getting the job done.”

Kristi Novak from H-E-B

Her message reinforced a simple but powerful truth: leadership is measured by results, vision, and execution.

Industry leaders share experiences and perspectives during Viva Fresh 2026.

Industry Challenges Require Collective Resilience

Another important discussion centered on the impact of tariffs, geopolitical dynamics, labor availability, and increasing production costs.

Industry experts including Dante Galeazzi of the Texas International Produce Association and Michael Swanson of Wells Fargo shared perspectives on how these factors continue to influence growers, shippers, and supply chain partners.

Despite different viewpoints, a common conclusion emerged: the produce industry has demonstrated resilience before and is better prepared than ever to adapt to change.

Industry experts discussed tariffs, labor challenges, and supply chain disruptions impacting fresh produce.

The Value of Relationships in Produce

Beyond the presentations and market discussions, Viva Fresh served as a reminder that the strongest opportunities often come from meaningful conversations.

Whether facing a challenge, exploring a new idea, or looking for collaboration, genuine relationships remain one of the industry's most valuable assets.

At Farmers Fresh, we believe growth happens when experiences, knowledge, and opportunities are shared openly.

Networking and collaboration remain essential drivers of innovation and growth in produce.

Viva Fresh 2026 reaffirmed that leadership, resilience, and collaboration will continue to shape the future of produce. As the industry navigates evolving challenges, success will depend not only on adaptation but also on the strength of the relationships we build along the way.

Let's keep building together.

Women in Produce: Leadership Beyond Labels

✓ Leadership is defined by capability, not gender.

✓ Women continue to shape and strengthen the produce industry.

✓ Resilience remains the industry's greatest competitive advantage.

✓ Collaboration is critical to navigating tariffs, labor challenges, and supply chain disruptions.

✓ Strong relationships continue to drive long-term growth.

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