Texas Border Business
By Roberto Hugo González
During the Fresh on the Border Week Press Conference on July 16, 2024, an exciting program featured insights from distinguished panelists who play pivotal roles in bringing these events to life. The panel includes Luis Bazan, International Bridge Director; Tony Martinez, Vice Chairman for the Pharr International Bridge Board; Dr. Jonathan Flores, Pharr City Manager; Victor Pérez, President and CEO of the Pharr Economic Development Corporation; Laura Warren from the Laura Warren Group of Architects; and CJ Sanchez, President and CEO of the Greater Pharr Chamber of Commerce.
Fresh on the Border is a significant event highlighting the importance of the Pharr International Bridge in the trade industry, particularly in the produce sector. The Pharr International Bridge is the leading produce bridge in the nation, a status it has maintained for over seven years. This week-long celebration aims to establish new traditions and emphasize the bridge’s role in the community.
Luis Bazan, the International Bridge Director, explained that Fresh on the Border is a concept that emerged from the need to highlight the Pharr International Bridge’s contribution to the produce industry. The event includes the Avocado Festival, which celebrates avocados as the highest-value product crossing the bridge. The festival combines trade, industry, produce, and community, accentuating the bridge’s value to the local economy.
Bazan provided a detailed overview of the events scheduled for Fresh on the Border Week, starting on October 9th with a golf tournament and ending on October 10th with the 11th annual Start of the Produce Season event. This event will feature local eateries showcasing dishes made from produce crossing the bridge. On October 11th, trade talks will be held, including a new program called Crosscheck, where experts will discuss trade numbers and their implications for the Pharr International Bridge.
Victor Pérez, President and CEO of the Pharr Economic Development Corporation, emphasized the importance of these events in promoting the city to investors. The EDC supports and promotes various city events, ensuring they are accessible and free. These initiatives highlight the city’s commitment to enhancing the quality of life for its residents and attracting new businesses and residents.
Dr. Jonathan Flores, Pharr City Manager, noted the significant growth in community events, attributing it to the vision of the city’s leadership. These events provide opportunities for community engagement and education, particularly about the importance of the Pharr International Bridge. The city ensures that events are sustainable and continue to grow by continuously evaluating and improving them.
CJ Sanchez, President of the Greater Pharr Chamber of Commerce, elaborated on the activities planned for the Avocado Fest. The festival will include family-friendly entertainment, such as a carnival, petting zoo, car show, and over 100 artisan vendors. Sanchez emphasized the festival’s goal of combining education with entertainment, creating lasting family memories while highlighting the importance of the bridge.
The Avocado Festival, scheduled for October 12th, will transform downtown Pharr into “Guacamole Avenue.” It will feature various entertainment acts, including RED, a Taylor Swift tribute band, Grupo Mesteño, La Casetera, Trey Gonzalez, and a mystery norteño group appearance as headliners.
The festival aims to educate the community about the Pharr International Bridge’s role in the economy while providing a fun and engaging environment for all ages.
Unveiling of the Avocado Fest Logo
The press conference concluded with unveiling the Avocado Fest logo, marking the official kickoff for the promotional campaign. This logo will be prominently displayed in the lead-up to the event, signaling the community’s excitement and readiness for the festivities.
The Fresh on the Border Week is a tribute to the collaborative efforts of various stakeholders in Pharr, Texas. From the Pharr International Bridge Board to the Pharr Economic Development Corporation and the Greater Pharr Chamber of Commerce, each entity plays a crucial role in making these events successful. This celebration highlights the economic significance of the City of Pharr and how Pharr International Bridge fosters a sense of community pride and engagement.