As companies finalize their late-summer marketing and retail event calendars, the Fresh Produce and Floral Council is urging produce and floral suppliers to reserve sponsor and exhibitor space now for its 2026 Produce and Floral Holiday Showcase before remaining opportunities are filled. The event takes place Aug. 26–27 at the Westin South Coast Plaza in Costa Mesa.

The Showcase is the West Coast's largest gathering of produce and floral professionals focused on the seasonal holiday calendar. It’s a unique opportunity to network with industry colleagues, learn from keynote speakers and gain insights into industry trends for the holidays.

Sponsorship tiers include platinum, gold and silver packages with exhibit booths, event registrations, sponsor recognition and logo placement, as well as other benefits. There are also a la carte sponsorships for bags, keynote and awards, name badges, registration and more.

While economic pressure is a real concern, consumers prioritize the holiday table and the budget for their favorite traditions. The Produce and Floral Holiday Showcase is tailored to help retailers deliver the memorable season they’re looking for.

“Given the current state of the economy, helping consumers find the joy throughout the holiday season will be essential,” said Bob Lanter, president of the Fresh Produce & Floral Council. “Fresh produce and floral items deliver that joy and comfort. The Holiday Showcase allows retail buyers to plan their sets to keep customers engaged and excited about the upcoming holiday season.”

The exhibit hall showcase on Thursday, Aug. 27, is focused on innovative products and promotions for the holidays. Exhibitors get a six-foot table with full event registration for two attendees and early access to the exhibit hall for setup. The exhibition transitions immediately to the event’s final reception.

“This is an opportunity to gather the most innovative holiday products and ideas for the busiest part of our year,” said Veronica Rodarte, chair of the Fresh Produce and Floral Council Executive Committee. “Our exhibitors are bringing the best of every season to Costa Mesa.”

Brands working in produce, floral, packaging, equipment, logistics, retail technology and supporting services are encouraged to claim their exhibition space early. Contact Lanter at [email protected] for sponsor and exhibitor inquiries or call 714/739.0177.