Why California is the Heart of the Produce Industry
California isn’t just the Golden State—it’s also the produce capital of the U.S. With its year-round growing season, rich soil, and diverse climates, California contributes more than one-third of the country’s vegetables and two-thirds of its fruits and nuts. That’s why it’s no surprise that some of the most influential produce trade events and expos are held in this region.
Whether you’re a grower, supplier, distributor, or buyer, these events offer an unmatched platform for networking, learning, and discovering new products and technologies. Let’s dive into the top trade events that every produce professional should know about.
1. Fresh Produce & Floral Council Expo (FPFC) – Anaheim, CA
Venue: Anaheim Convention Centre, Anaheim, CA
Time: Usually held in July
Cost: Varies by registration type (discounts available for members)
Nearby Stays: Hilton Anaheim, Marriott Anaheim, Hyatt Regency Orange County
Why Attend:
- Largest fresh produce and floral industry event in the Western U.S.
- Connects retailers, growers, wholesalers, and service providers
- Includes a Keynote Breakfast, Educational Sessions, and the Trade Show Floor
- Over 200 exhibiting companies from across North America
Perks:
- Great opportunity to meet buyers from major grocery chains
- Showcases the latest trends in produce packaging and tech
- Ideal for professionals looking to expand their market or customer base
2. Organic Produce Summit – Monterey, CA
Venue: Monterey Conference Centre, Monterey, CA
Time: Held annually in July
Cost: General admission and exhibitor rates apply
Nearby Stays: Portola Hotel & Spa, Monterey Marriott, Hotel Pacific
Why Attend:
- Focused exclusively on the organic sector of the produce industry
- Offers deep insights into organic farming, retailing, and supply chains
- Includes retailer roundtables, networking receptions, and keynote sessions
Perks:
- One of the most focused and content-rich expos for organic produce
- A fantastic platform to meet high-volume organic buyers
- Located in beautiful Monterey—great for combining business and leisure
3. PMA Foodservice Conference & Expo – Monterey, CA
Venue: Monterey Conference Centre
Time: Usually held in July
Cost: Varies; early registration discounts available
Nearby Stays: InterContinental The Clement Monterey, Hyatt Regency Monterey
Why Attend:
- Designed specifically for the foodservice side of produce
- A one-stop platform for connecting with restaurant chains, distributors, and foodservice providers
- Hands-on tastings, chef demos, and educational sessions
Perks:
- Excellent for companies seeking to get produce into restaurants and catering businesses
- Smaller, more intimate setting—better quality connections
- A unique mix of food, learning, and networking
4. West Coast Produce Expo (WCPE) – Palm Desert, CA
Venue: JW Marriott Desert Springs Resort & Spa
Time: Usually held in May
Cost: Varies for exhibitors and attendees
Nearby Stays: On-site resort stay at JW Marriott or nearby Courtyard by Marriott, Renaissance Esmeralda Resort
Why Attend:
- Hosted by The Packer, this is one of the premier produce shows in California
- Includes golf tournaments, cocktail receptions, and engaging keynotes
- Focus on the Western U.S. market for fresh produce
Perks:
- Luxury venue makes it feel more like a retreat
- Excellent mix of education, networking, and relaxation
- High concentration of decision-makers from the retail and foodservice sectors
5. California Small Farm Conference – Travelling Locations in CA
Venue: Rotates across various small farming communities in California
Time: Usually takes place in late winter or early spring
Cost: Affordable; scholarships often available
Nearby Stays: Vary by location, often in regional hotels or Airbnbs
Why Attend:
- Focused on empowering small and mid-sized farms
- A great place to explore local and sustainable produce practices
- Hands-on workshops, farmer-led discussions, and community-focused activities
Perks:
- Highly interactive and grassroots in nature
- Strong focus on inclusivity and accessibility
- A unique opportunity to see how real farms operate in California
What You Gain from Attending These Events
1. Knowledge & Education
These expos are packed with seminars, workshops, and keynote speakers. You’ll learn about everything from the latest agricultural tech to supply chain trends, organic certification, and more.
2. Business Growth Opportunities
Whether you’re launching a new product or expanding into new markets, trade shows are where deals are made. You’ll have the opportunity to pitch to buyers, meet potential partners, and scout out competitors.
3. Networking that Matters
Unlike random online connections, these events put you face-to-face with buyers, sellers, retailers, and distributors. Relationships made here often lead to long-term collaborations.
4. Exclusive Product Showcases
Be among the first to discover new produce varieties, innovative packaging, and sustainability tools. Many companies time their launches to coincide with these expos.
5. Beautiful California Settings
From Monterey’s ocean breeze to Palm Desert’s luxury resorts, these venues offer not just business, but a chance to recharge and enjoy California’s beauty.
Tips for First-Time Attendees
- Register early to get discounts and better accommodation options
- Plan your schedule—don’t miss essential sessions or meet-ups
- Bring plenty of business cards or digital contact tools
- Stay nearby for easier access to morning sessions and after-hours networking
- Follow up with contacts after the show to build lasting connections