Time Running Out for Viva Fresh Clean Eating Challenge

MISSION, Texas – Less than ten days. That is how much time remains to apply for the 2026-2027 Viva Fresh Clean Eating Challenge. For produce industry members who have thought about making a change but haven’t yet taken that first step, two past participants have a message: say yes to yourself and see where it can take you.

Applications will remain open through September 18, giving industry members 10 more days to apply for a program that has helped participants make meaningful, sustainable changes in nutrition, movement and overall well-being.

The Clean Eating Challenge isn’t about a quick fix or simply reaching a number on the scale. Participants receive education, accountability, access to health and wellness experts, and perhaps most importantly, the support of an industry community working toward healthier lives together.

For longtime participant and now CEC mentor Beth Atkinson from Elephant House PR, saying yes has meant losing 120 pounds. But five years into her journey, she says what she has gained matters far more.

“I can hike long distances, take yoga and group fitness classes, run, play sports and travel without constantly wondering whether my body will be able to keep up,” Atkinson said. “When you’ve spent years modifying your life around your size or physical discomfort, those things feel incredibly freeing.”

The transformation has gone well beyond the physical. Atkinson says she has learned to recognize patterns around food and stress, found healthier ways to take care of herself and discovered forms of movement she genuinely enjoys.

“There isn’t really a finish line. You just keep learning how to take better care of yourself, one choice at a time,” she said. “There is something incredibly powerful about having a tribe of people who understand the process and genuinely have your back.”

Former two-time participant Tommy Wilkins from Horton Fruit found his own reasons to make a change. After starting his journey in the 270s, he has lost 50 pounds, improved his health markers, reduced his blood pressure medication and gained significantly more energy. Today, however, one of his biggest motivations is looking ahead.

“What you do today will yield results 10, 20 and 30 years from now,” Wilkins said. “With three young grandchildren, I want to be around, active as long as I can.”

Wilkins says he has now “graduated off the couch,” sleeps better, joins his active wife in more activities and has incorporated strength, core and flexibility exercises into his routine.

His advice to others considering the Challenge is simple.

“You do not have to be perfect. You do not have to change everything overnight. Just make a commitment to eat a little cleaner, move a little more and encourage the person beside you to do the same,” Wilkins said. “I have learned that small changes can make a big difference.”

For an industry that spends every day putting fresh fruits and vegetables on people’s tables, Wilkins believes there is an even bigger reason to participate.

“Let us show people what our produce industry is really about: helping people eat better and live better.”

The 2026-2027 Viva Fresh Clean Eating Challenge is looking for produce industry members who are ready to make a commitment to themselves – not to perfection or a quick fix, but to taking the first step toward better health.

Ten days. What could saying yes change for you?

Applications are now due September 18, 2026.

Apply here: vivacleaneating.com

About the Viva Fresh Clean Eating Challenge

The Viva Fresh Clean Eating Challenge was created to encourage members of the fresh produce industry to prioritize their own health and wellness while demonstrating the important role fresh fruits and vegetables can play in healthier lifestyles. Through education, professional guidance, accountability and community support, the program helps participants build realistic habits designed to last well beyond the Challenge.

About the Viva Fresh Produce Expo

The Viva Fresh Produce Expo was established in 2015 by the Texas International Produce Association (TIPA) to create meaningful networking and educational opportunities for its members while highlighting the importance of the Rio Grande Valley as a trade corridor and production region for fresh, healthy fruits and vegetables available year-round. For more information, visit vivafreshexpo.com