The Fresh Produce & Floral Council hosted its first-ever event in the Pacific Northwest at The Club at Snoqualmie Ridge in Snoqualmie, WA, bringing together retailers, growers and suppliers for an engaging day of connection and conversation. The roundtable format featured a retailer panel, grower insights and an all-attendee discussion that kept the energy high and the ideas flowing.

That Flower Feeling, the national marketing movement that’s inspired millions to enjoy flowers as an everyday self-care essential, announces a major milestone: TFF is now a fully independent, freestanding entity—no longer administered by CalFlowers. This powerful transition signals a new era for the floral sector and opens critical opportunities for industry-wide support and engagement.

What was shaping up to be a strong fall start for asparagus out of Mexico has been tempered by unexpected weather. Tropical Storm Mario brought surprise rainfall across several production regions, especially near Ciudad Constitución, Baja California Sur, resulting in a rapid end to older fields and lower yields on new ones.

Windset Farms was featured in the latest episode of Everything Electric: Fully Charged YouTube series titled Clean Energy Tech Is Changing the Way We Grow Food. The episode showcases how Windset is pushing the boundaries of sustainable agriculture through controlled environment innovations, highlighting how the company grows energy-efficient tomatoes and cucumbers using state-of-the-art greenhouses, precision farming, thermal curtain systems, water irrigation technologies and other sustainability practices.

Salix Fruits, a leading importer-exporter of fresh fruits, will once again participate in Fruit Attraction 2025, the premier international trade show for the fruit and vegetable sector, taking place Sept. 30 to Oct. 2 in Madrid.

Fruitist has a new partnership with 888 Midas, the strategic investment firm founded by Chicago Bears quarterback Caleb Williams.

At the heart of the collaboration is a shared belief: what you put in your body matters. Together, Fruitist, Williams and 888 Midas are partnering to elevate healthy snacking as a core pillar of everyday wellness. As a performance-driven athlete, Williams has long prioritized fueling with whole, functional foods to optimize his energy and longevity.