The show is over, the carpets have been removed, the tomatoes have been eaten (or donated), and the flights have departed—but we're here with the IFPA Global Produce Show 2024 photo report. Greenhouse growers gathered in Atlanta last week to showcase their offerings to retailers, while horticultural suppliers sought opportunities to meet with them and discuss new developments and potential expansions.
This year marked the show's first return to Atlanta since 2015, with one of the largest floor plans in over a decade. More than 1,100 companies exhibited, attracting attendees from over 70 countries.
For those in the mood for a healthy snack or lunch, numerous hydroponic lettuce growers offered extensive salad bars. They emphasized the superior quality and shelf life of their produce compared to open-field products. Thanks to their flexible systems, they can meet market demand more precisely, leading to less food waste and ultimately a better ROI for retailers. Their focus has evolved over the past few years; while they once concentrated mainly on more sustainable cultivation methods, using less water and pesticide-free practices remains a priority.
In addition to lettuce blends, vine-ripened tomatoes, snacking peppers, melons, and strawberries, other greenhouse-grown berry varieties are entering the market, including blueberries, raspberries, and blackberries.
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Market update
The greenhouse and vertical farming industry has faced challenges in recent years. Despite substantial investments, not all ventures succeeded. A grower's background, with a focus on cost efficiency and ROI, has proven crucial for success. Upscaling has also been a key theme, with multiple acquisitions of independent growers over the past few years.
So, is the industry ready to grow again? While expansion is underway in Leamington and several lettuce projects in the US are nearing completion, a degree of caution remains. However, many projects are in the pipeline and expected to launch, especially as interest rates decrease and labor costs rise.
The show consistently attracts a variety of greenhouse technology suppliers, and this year was no exception—though there was no growth compared to last year. For these suppliers, navigating the large show floor can be challenging, as growers are not always present in their booths—often, marketing teams take their place. As a result, suppliers could also be found mingling in the trade show's pathways and attending side events in the evenings.
Packaging and consumers
Sustainable packaging solutions continue to gain traction. Recyclable and home-compostable plastic, as well as paper and net packaging, featured prominently in the Fresh Ideas Showcase. At the same time, the launch of more convenience products packed for individual consumption is creating more waste, increasing the demand for packaging solutions. Canada's goal of offering 75 percent of produce in bulk or plastic-free packaging by 2026 raises questions about its feasibility. Meanwhile, the labeling industry is innovating with recyclable and even home-compostable labels. The trend of creating more fresh produce brands continues, with packaging designs that use characters to communicate grower values.
Demographics continue to shape the produce sector and drive trends. Millennials gravitate towards berries and avocados, while Gen Z and Gen Alpha are interested in products their parents or Gen Xers enjoyed. They often prefer vintage options, like record players, over digital music, and are showing interest in grapefruit and stone fruits.
Visitors
While companies from around the world participated, the majority of exhibitors were based in the US and Canada. Additionally, many companies with Mexican-American ties had a strong presence, often growing produce in Mexico and exporting it to the US and Canada through US-based sister companies. With exhibitors from 32 countries, the event truly represented a global industry.
The horseshoe-shaped floor plan made the event feel more expansive, though many attendees noted that navigating it could be challenging. Attendance was robust, but there was a noticeable difference between the first and second days—day one was significantly busier. Attendees on the second day left earlier than usual due to traffic concerns related to a Georgia Tech game and a visit from Vice President Kamala Harris.
Looking ahead to 2025, attendees can prepare for warmer weather. The IFPA's Global Produce & Floral Show will return to Anaheim, California, from October 16-18, 2025. So, pack your shorts, flip-flops, and Mickey ears for next year's event!