By: Steve Webner Staff Writer for World Liberty TV

The annual New York Produce Show and Conference (NYPS) opened Dec.10-12 2024, with Where PASSION BECOMES ACTION as the overall theme.

The show had a record audience of more than 5,000 executives attending the one-day trade show and three co-located events.

There were close to 350-plus exhibiting companies and a record of 41 sponsors. The New York Produce Show is organized by Produce Business and the Eastern Produce Council.

“Feeling grateful and showing our gratitude can be our choice as we endeavor to change forever how we experience the challenges and blessings presented by our vibrant and vital produce industry,” says Ken Whitacre, chief executive/publisher, Produce Business.

The conference opened Tuesday with the Global Trade Symposium at the Sheraton New York Times Square Hotel.

The symposium provided an intensive look into global trade from the perspective of produce moving in Routes of Success.

The critical strategies and roadmaps importers use to bring the freshest, highest quality produce into the U.S. and Canada from every corner of the globe.

Some of the topics included; The Global scope of the U.S. Produce industry, importing from Mexico leveraging the most valuable Partnership, importing from Central America, importing from Europe, North America and South Africa: Leveraging the seasons and Transportation and Logistics, The dynamics of shipping and delivery.

Some of the Speakers for the Global Trade Symposium included: Ron Lemaire, President, Canadian Produce Marketing Association (CPMA), John Pandol, director of Special projects, Pandol Bros, Andres Ocampo, CEO, HLB Specialties, Robert Schueller, Director of Public Relations, Melissa’s, Alejandro Moralejo, CEO Salix fruits, Peng Liu, President Orchard direct and many more.

Rising Star Reception 40 under 40, young and brilliant minds involved in the produce business were honored, during this VIP and only invite reception.

Opening Cocktail reception took place, on the opening day, with who is who? of produce business in attendance, networking, enjoying drinks and good food.

The Next day Dec 11^th 2024, we are at New York Javits Center, welcoming remarks by Susan McAleavey Sarlund, Executive Director, Eastern Produce Council, and Co- Organizer of the Show Alongside Produce Business.

Next up Remarks by Theresa Lowden, President, Eastern Produce Council, (EPC), Executive Vice President Produce and Floral JOH. Also Presented Produce Business innovation awards, as well as The Joe Nucci Award, Consumption Awards Recognition.

National Anthem was performed by Harlem School of the Arts.  Keynote speaker was Matthew Luhn, Former creative lead, Disney/Pixar (Monsters Inc., Cars, Toy Story), Mr. Luhn’s Speech was one of the best speeches I heard for a long time, you can listen partially to it by clicking link below.

The Ribbon Cutting took place just before the Show floor opened up, with VIP people in attendance from the produce world, cutting the ribbon and officially opening the show floor.

Consumer Media and Influencers Explore Health, Consumption at NYPS Media Lunch, A select group of 65 consumer media and influencers discussed and debated health trends, produce prescriptions and how to increase produce consumption to affect health during a private luncheon and presentation held during the New York Produce Show on December11, 2024.

Attending the event were top journalists which included our Chief Editor, Dr Adal Muneer, For World Liberty TV, Food Channels and dieticians from cooking magazines, social media, radio programs, news services and television as well as retail store dieticians.

Stefanie Katzman of wholesaler S. Katzman Produce welcomed the group, talking about the role of Hunts Point Market as well as the importance of increasing produce consumption.

Main speaker Marion Nestle, the Paulette Goddard Professor of Nutrition, Food Studies, and Public Health, Emerita, at New York University, presented a provocative message looking at produce prescriptions and the politics of dietary choice and influencing consumption.

“We must address the politics of produce in America, from production to consumption, and argue for policy changes to make a positive difference in produce intake and population health,” said Nestle. “We need to rebalance the discussion.”

Attendees discussed the practical aspects of how to integrate more produce into diets with Katie Calligaro, director marketing and communications at The Foundation for Fresh Produce. “Plant-passionate communicators can help improve health through encouraging readers and shoppers to incorporate more fruits and vegetables,” she said. “We know nine out of ten Americans are not eating enough fruits and vegetables.

We want to help our communicators have access to the best information so they can deliver consistent, positive and inspirational content directly to consumers as we work together to improve consumption. This group is imperative to meeting consumers where they are.”

For a hands-on component, Robert Schueller of Melissa’s showcased unique specialty produce items and discussed Melissa’s top 20 trending specialty items for 2025 including top five: dutch yellow potatoes, ginger, baby red potatoes, steamed lentils and steamed red beets. “Reasons driving these trends are color, convenience, cross-cultural, organic, and plant based,” he says. “But, overall it still comes down to flavor.”

Attendees were treated to a fun, guided tasting of uncommon produce flavors by culinary expert Jill Overdorf of the Produce Ambassador. Additionally, event co-sponsor Thx!

Dreams, discussed its socially conscious program that partners with produce brands to provide authentic connections between shoppers and farmworkers. The initiative works to help farmworkers achieve their personal dreams.

It’s always a huge treat to hear from Marion Nestle,” said Food editor Tina Ujlaki. “She’s one of our best policy crusaders and does the most amazing job of bringing clarity to a very muddled issue that is actually so simple at its core. And, it’s always great hearing from Robert Schueller at Melissa’s. Through all my years at Food and Wine magazine, he was our produce-procuring genie for recipe testing and food shoots.”

“We all loved the interpersonal connection that Thx! brings to the people who harvest our plants so we can eat them,” said Felicia D. Stoler with Recipe for Health. “And, I loved the fruit tasting with Jill Overdorf. Never have I ever tried a buzz button before.”

After the lunch the media and influencers visited the trade show floor to speak individually with exhibitors and seek out story ideas. They also viewed and tasted fruit and vegetable charcuterie boards being prepared by chefs in the central kitchen area of the show, as well as recipes prepared by the Johnson and Wales culinary students.

On Thursday December 12^th 2024, we covered the Ideation Fresh Food Service Forum, which this year’s theme was “PASSION ON THE PLATE”.

Topics included: Produce Evolution in the foodservice sectors, by Maeve Webster, President Menu Matters, this session explored the shifting landscape of produce within the foodservice sector, high lightening emerging trends and the future trajectory of fresh ingredients in kitchens.

AI in Foodservice and Menus, revolutionizing the Culinary experience by Mike Kostyo, Vice President Menu Matters. Chef insights, A conversation with Chef’s and an Active Salad Showcase, which included: Dan Patino, Founder and Executive Chef, Salad And Go. And so many other topics were discussed in this forum.

See much more about New York Produce Show 2024, in our World Liberty TV, Food Channels by clicking here.