FPFC to host first holiday-focused event in August

July 20, 2026 COSTA MESA, Calif. – The Fresh Produce & Floral Council (FPFC) BB #:162392 has a big agenda shaping up at its Produce & Floral Holiday Showcase.

The two-day event includes summits, keynotes, educational breakouts and an exhibit hall that’s focused on holidays that drive sales for floral and produce. The Holiday Showcase is scheduled for August 26-27 event at Westin South Coast Plaza in Costa Mesa. It’s an intimate event with limited space, so attendees should register before August 19.

On the Agenda: Produce and Floral Succes
Produce and floral make the holidays, and FPFC’s Holiday Showcase enables retail buyers to prepare their sets for the upcoming season, from Halloween pumpkins and Dia de los Muertos floral to Christmas greens, New Year’s spreads and Valentine’s Day bouquets. Fall and winter are the prime seasons to engage consumers who prioritize their holiday budgets during the holidays, even when the economy looks challenging.

“Shoppers cut back everywhere before they cut back on the holidays. The Holiday Showcase provides a place for retailers to plan their set and keep engaged and ready for the most joyful portion of the calendar,” said Ryan Sanchez, Produce Sales Manager for Albertsons. “Our industry makes the holidays, and the holidays make our industry successful.”

The event warms up on Wednesday, August 26, with the Fresh and Fierce Women’s Leadership Summit, a special pre-conference session for professional women in floral and produce. The summit features a keynote from the former CEO of Frieda’s Branded Produce, Karen Caplan. The host and emcee is Veronica Rodarte, Director of Sales & Commodity Management Chili, Tropicals & Herbs for Progressive Produce.

Concurrent summits for produce and floral follow. On the floral side, Paige Veneble of Vallarta Supermarkets moderates a panel conversation with floral industry voices from Gelson’s, Raley’s, Superior Grocers and more. Tom Barnes, CEO of Category Partners, will deliver the keynote at the produce summit. A produce panel conversation features leaders from Stater Bros. Markets; Legacy Farms, Cal-Fresco and Frieda’s Branded Produce; and others.

A welcome reception closes the first day with the floor décor representing key celebrations, from Halloween and Dia de Los Muertos through Super Bowl Sunday and Valentine’s Day.

Thursday, August 27, begins with breakfast, an opening plenary and industry panel. Then, educational breakouts cover retail crisis management, talent trends, floral and floral design, Food Safety Modernization (FASA) and Perishable Agricultural Commodities Act (PACA) updates, plus the legislative outlook from Sacramento.

After a networking lunch that includes Business Buyer Meetings for Platinum Elite, Gold Premium and Silver Supporter sponsors, the exhibition hall opens.

A Showcase for All Seasons
The Holiday Showcase Exhibition hall is intimate by design. It’s a casual environment where exhibitors can interact and make quality connections with buyers and other attendees.

Only 59 booths are available, with seven remaining. The deadline to reserve a space in the exhibit hall is August 7.

The Showcase is an ideal opportunity to network face-to-face with retail buyers. Here are just a few of the buyers who are signed up for the Holiday Showcase:

• Gelson’s
• Superior Grocers
• Vallarta Supermarkets
• Cardenas Markets
• Save Mart
• Mother’s Market
• Irvine Ranch Market
• Carlsbad Ranch Market
• Community Provisions
• Rancho Markets
• Charlie’s Produce

The Early Bird Registration Deadline is Extended to July 31.
With insightful speakers, informative sessions, limited space and a narrowing registration window, now is the time to register for the Produce & Floral Holiday Showcase. Attendees cans save $100 by signing up before the early bird registration deadline of July 31.

Register at fpfc.org/events. For exhibitor and sponsorship inquiries, contact Matt Hayes at matt@fpfc.org, or call 714-739-0177.

About the Fresh Produce and Floral Council
The mission of the Fresh Produce and Floral Council is to connect members to the information, education and professional network they need to increase knowledge, grow their businesses and collectively advance the industry. Learn more about the Fresh Produce and Floral Council at fpfc.org.

Contacts:

Matthew Hayes

Email: matt@fpfc.org

Micah Clark

Email: micah@tenacremarketing