Viva Fresh Debuts First-Ever Pickleball Tournament, hosted by SunFed and Sev-Rend, on April 10 at Drop Shots HTX in the Houston Farmers Market. The event, open to Viva Fresh attendees, combines competitive play with social networking and features tournament-style matches as well as casual games.
A New Tradition for Viva Fresh
The tournament marks the beginning of a fresh tradition, blending competition and industry networking. “This is the start of something special,” said Brian Boutin, Co-Chair and HEB Business Development Manager. “Pickleball is the perfect blend of competition and connection, and what better way to bring the industry together than on the court? We are thrilled to see the enthusiasm and to crown the first-ever Viva Fresh Pickleball Champions.”
Co-Chair and SunFed President/CEO Craig Slate added, “This tournament is about camaraderie, energy, and making lasting industry connections in a way that is fresh, fun, and active. Plus, I will personally sign off on the final playlist, so expect great vibes and great competition.”
What Participants Can Expect
The event will offer both structured tournament play and open-court opportunities for those who want to try the game. Key highlights include:
- Tournament and Open Play: Players can compete or enjoy a casual match.
- Cocktails and Breakfast Tacos: Fuel up before hitting the court.
- Cash Prizes: Winners will take home more than just bragging rights.
- Championship Recognition: The first-ever Viva Fresh Pickleball Champions will be crowned.
- Three Tournament Sessions: 8:15 AM, 10:30 AM, and 12:45 PM, with 16 players per session.
The event will run from 7:30 AM to 3:00 PM, allowing participants ample time to enjoy the sport and connect with industry professionals.
Sponsors and Supporters
The tournament is made possible by sponsors including SunFed, Sev-Rend, HEB, Pharr International Bridge, La Casa Del Aguacate LLC, West Pak Avocado, Limoneira, Dominguez Fresh Produce, Hydroponic Premium Crops Inc / HyFood, Super Starr International, Wada Farms, Fresco Produce LLC, Lone Star Citrus Growers, GAB Operations, Perlag Imports LLC, Produce Team LLC, and Ivan Big Tree.
How to Register
Registration is open to all Viva Fresh attendees. Those interested can sign up through the Viva Fresh Cvent portal and select “Pickleball” from the event options. Spaces are limited, so early registration is encouraged.
Viva Fresh Expo 2025 Highlights
The Viva Fresh Expo, set to take place at the Marriott Marquis Houston, will feature several exciting events, including:
- Expanded Golf Tournament: Players will compete at Tour 18, a course featuring replicas of some of golf’s most iconic holes.
- New Pickleball Tournament: A unique opportunity for industry networking through competition.
- Exclusive Buyer Opportunities: Complimentary registration for retail and food service buyers.
- Networking and Education: Including In Bloom: Women in Produce and the YTIPA Reception.
News in Brief: Viva Fresh Debuts First-Ever Pickleball Tournament
Viva Fresh will debut its first Pickleball Tournament on April 10 at Drop Shots HTX in Houston. Open to Viva Fresh attendees, the event features competition, social play, and networking opportunities. With cash prizes and a championship title on the line, registration is now open via the Viva Fresh Cvent portal.
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