Beyond Asparagus: Altar Produce Will Showcase Diverse Product Line with VR Experience at IFPA Global

El Centro, Calif. – For Altar Produce, growth has always meant more than expanding its product portfolio. It has been about building meaningful relationships, understanding what its customers need, and finding new ways to bring value to the fresh produce industry.

Although asparagus has often been synonymous with its name, Altar Produce is making an increased effort to bring visibility to its other commodities – particularly its established green onion program – while continuing to raise its pillars of quality, consistency, and service.

“As we prepare for IFPA’s Global Produce & Floral Show 2026, we’re excited to showcase not only what we grow, but also the story behind our products,” says Eva Viveros, Domestic Sales and Marketing leader at Altar Produce.

This year, Altar Produce is bringing something different to the show: an immersive virtual reality experience that takes visitors directly into its fields and gives them a closer look at what happens before fresh produce reaches their tables.

More Than Asparagus

Asparagus has always been the most prominent commodity in Altar’s product line. It is the world’s largest producer and distributor of green asparagus. However, its expansive portfolio also includes an array of fresh produce items that are beginning to gain more attention, including green onions, Brussels sprouts, broccoli, and dates.

In operation since 1998, the green onion program is one that Altar has proudly spent years developing and strengthening.

“With year-round production in Mexico, we’ve built our green onion program around consistent availability, quality, and the ability to adapt to our customers’ needs,” says Viveros. “We understand how important reliability is, especially in a category where buyers depend on a steady supply throughout the year.”

Bringing Our Fields to You at IFPA 2026

To showcase that diversity, Altar Produce is excited to introduce a new experience at its IFPA booth at the Orlando Convention Center – an immersive 360-degree virtual reality experience that takes visitors through its green onion production process, from seed to box. Guests will be able to step virtually into Altar Produce’s fields, see how green onions are grown and harvested, and follow the different stages involved in preparing them for distribution.

“We’ve been looking for ways to make our marketing more interactive, educational, and meaningful,” says Melissa Valenzuela, Marketing Coordinator at Altar. “Rather than simply displaying our products, we wanted to give people the opportunity to see where those products come from and understand the work that goes into producing them. That’s how we developed the concept Bringing Our Fields to You.”

Using technology to create this immersive experience, Altar is making it possible for people to connect with its operations in a way that traditional marketing can’t always achieve.

“For us, it’s not just about showing how we grow green onions,” says Valenzuela. “It’s about creating a stronger connection between the field and the final consumer.”

Making Healthy Eating More Accessible

Alongside the VR experience, Altar Produce will be promoting healthy eating and encouraging greater fresh produce consumption.

“We believe that education plays an important role in helping people make informed food choices,” says Valenzuela. “While most consumers understand that vegetables are part of a healthy diet, there is still an opportunity to make fresh produce more approachable, interesting, and easier to incorporate into everyday meals. That’s something we want to contribute to.”

The Altar Produce team says there is often a disconnect between agriculture and the end consumer. While most people see the finished product in stores, very few have the opportunity to visit a farm or understand the growing and harvesting process.

“We want to help close that gap and help fresh produce feel like an enjoyable, convenient, and essential part of everyday life,” says Viveros.

Looking Ahead: What We’re Bringing to IFPA 2026

The IFPA Global Show will give Altar Produce an opportunity to highlight its products, reconnect with industry partners, build new relationships, exchange ideas, and share their vision for the future.

“We believe the future of fresh produce marketing is about more than communicating availability and quality,” says Viveros. “It’s also about education, transparency, and creating experiences that help people connect with their food. We invite everyone attending IFPA 2026 in Orlando to visit us at Booth #2771 or the Mexican Pavilion, Booth #763D, and experience our fields firsthand through our immersive 360° experience.”

About Altar Produce: Founded in 1998, Altar Produce has grown from a small asparagus operation to managing more than 25,000 acres of farmland and producing about 69,000 tons of produce annually, shipped in 13 million cartons worldwide. Headquartered in El Centro, California, with additional facilities in San Diego and Doral, Florida, the company partners with trusted growers in Mexico and the U.S. to ensure consistent quality, freshness, and year‑round supply.