Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Southwest International Produce Expo (SWIPE) is a key event for the fresh produce industry, taking place at the JW Marriott Tucson Starr Pass Resort & Spa. This expo will feature a variety of exhibitors showcasing their products and innovations, providing ample networking opportunities for attendees.
Organized by the Fresh Produce Association of the Americas, SWIPE is designed to connect buyers and sellers in a vibrant environment. Southwest International Produce Expo (SWIPE) takes place in.
TL;DR
- 1Dates and Venue: SWIPE 2027 runs January 13-15, 2027 at JW Marriott Tucson Starr Pass Resort & Spa, Tucson, AZ.
- 2Scale and Focus: This expo connects the fresh produce industry, showcasing products and innovations.
- 3Organiser: Hosted by the Fresh Produce Association of the Americas, details available at swipeexpo.com.
- 4Buyer Authority: Attendees include buyers, importers, and service providers from the produce sector.
- 5Entry: Registration is now live; visit the official site for pricing and details.
Why visit
Attending SWIPE 2027 offers unique opportunities to network with industry leaders, discover the latest products, and participate in educational sessions tailored to the fresh produce market. Engage with influential buyers and service providers, and enjoy a range of activities designed to enhance your experience.
Why exhibit
Exhibiting at SWIPE 2027 provides unparalleled access to key decision-makers in the fresh produce sector. Showcase your products, connect with potential buyers, and enhance your brand visibility in a dynamic environment. Benefit from networking opportunities and educational sessions that can drive your business forward.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Retail buyers from grocery chains
Importers of fresh produce
Service providers in the agriculture sector
Food distributors and wholesalers
Agricultural technology innovators
Sustainability advocates in food production
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Fresh produce growers and suppliers
Food packaging companies
Agricultural equipment manufacturers
Logistics and transportation providers
Food safety and quality assurance firms
Marketing agencies specializing in food products
Product categories
Key solution areas showcased across the event.
Fresh fruits and vegetables
Organic produce and products
Agricultural technology solutions
Food safety and quality assurance services
Packaging solutions for fresh produce
Logistics and supply chain services
Location & Facilities
Venue
JW Marriott Tucson Starr Pass Resort & Spa
Tucson, USA
Facilities
Parking
JW Marriott Tucson Starr Pass Resort & Spa in Tucson typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: JW Marriott Tucson Starr Pass Resort & Spa in Tucson typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at JW Marriott Tucson Starr Pass Resort & Spa for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
Fresh Produce Association of the Americas
Organiser
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Tucson, USA
Why it matters
On 2027-01-14 to 2027-01-16, Southwest International Produce Expo (SWIPE) in Tucson covering Fresh fruits and vegetables, Organic produce and products, Agricultural technology solutions, Food safety and quality as gives food buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · USD
Hotel tiers
A range of accommodation options near the venue and across key areas.
JW Marriott Tucson Starr Pass Resort & Spa
on-site / venue hotel
Starr Pass, west Tucson (85745)USD 175–236 / night
The venue property itself; Marriott event pages list meeting rooms and an event calendar for the resort. Room rates are not published in captures, so treat the band as a planning estimate.
sourceComparable Starr Pass / west Tucson resort properties (area-level sample)
resort cluster sample
Starr Pass and Tucson Mountains, west TucsonUSD 150–240 / night
Area-level band for comparable resort-style lodging near the venue; not a specific hotel quote. Confirm resort fees, parking and cancellation terms before booking.
Local transport
Get around the city with these convenient transport options.
taxi / rideshare
Estimated costApprox. USD taxi/rideshare from TUS to venue (estimate; confirm before travel)
Best forTucson International Airport (TUS) to JW Marriott Tucson Starr Pass Resort & Spa
Lyft, Uber and private transfer operators list direct TUS-to-resort routes; drive time is approximately 21 min. Prices vary by time of day and demand.
airport shuttle
Estimated costUSD 2.50-6 single metro/light-rail journey (contactless)
Best forTucson International Airport (TUS) to JW Marriott Tucson Starr Pass Resort & Spa
Shuttlefare lists scheduled shared shuttle bookings for this resort; no official rate is published in captures. Confirm luggage limits and pickup point before booking.
parking
Estimated costApprox. USD 10-25 per day self-parking (estimate; confirm resort rate)
Best forOn-site parking at JW Marriott Tucson Starr Pass Resort & Spa
On-site parking is available at the venue resort. Valet and event-day parking may differ; confirm current charges with the resort before arrival.
Weather
January in Tucson is mild desert winter: cool mornings, sunny afternoons and low rainfall, but desert nights drop sharply after sunset, so bring a warm layer for evening events at the Starr Pass resort.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Confirm mobile roaming or a local SIM for business visitors to the United States.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Business dress
Business casual is typical in Tucson. Desert heat means light layers indoors with air conditioning and a jacket for evening functions at the Starr Pass resort.
Tipping
Restaurant tipping in Tucson generally follows U.S. norms, around 18-20 percent for table service. Check whether a service charge is already included for hosted event meals.
Desert climate
Tucson air is dry and the sun is strong even in cooler months. Carry water, use sunscreen and plan for a sharp temperature drop after sunset.
Arrival and resort access
Starr Pass sits west of downtown Tucson off the Tucson Mountains. Allow extra time for the winding resort access road and arrive early on day one for badge pickup.
Business pace
Tucson meetings tend to be relationship-oriented and relatively informal. Confirm appointments in advance, especially if you are travelling between the resort and downtown venues.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Tucson is served by Tucson International Airport (TUS), with onward ground transfers to the Starr Pass resort area listed via airport shuttles, rideshare and private transfer operators. The flight quotes captured in this run showed unrelated city pairs and dates, so no fare figures are published here; verify live schedules and prices for your own travel dates.
Transport
Get to the venue and around the city with these options.
Airport → venue: Use the nearest international airport serving Tucson; Metro, train or taxi links are typically available to the venue district.
Hotel → venue: Precinct hotels near JW Marriott Tucson Starr Pass Resort & Spa: Starr Pass, west Tucson (85745): JW Marriott Tucson Starr Pass Resort & Spa; Starr Pass and Tucson Mountains, west Tucson: Comparable Starr Pass / west Tucson resort properties (area-level sample).
Ride-hail: Ride-hailing apps are commonly used in Tucson; confirm local availability before travel.
Public transit: Check local bus/metro options for routes to JW Marriott Tucson Starr Pass Resort & Spa.
Parking: On-site parking is available at JW Marriott Tucson Starr Pass Resort & Spa; confirm daily rates and hall access on the organiser or venue site.
Weather
Plan and pack for the event climate.
Month: January 2027
Temperature: Winter days typically reach 65-70 F (18-21 C), with overnight lows around 38-45 F (3-7 C); desert nights can feel much colder after sunset. Confirm the forecast before travel.
Seasonality: January is a dry month in Tucson with mostly sunny days and low rainfall; occasional winter showers are possible. The bigger planning issue is the strong day-night temperature swing at the Starr Pass resort.
Packing: Mid-January in Tucson is mild desert winter: pack light layers for warm days and cool evenings, plus a jacket for early starts. The Starr Pass resort sits in desert foothills, so sun protection and comfortable walking shoes are useful between sessions.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Southwest International Produce Expo (SWIPE) usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-1
14 days out: confirm registration status and badge pickup process on swipeexpo.com.
T-2
14 days out: download the schedule and shortlist sessions on acquiring, ISV distribution, PayFac economics, risk and embedded payments.
T-3
12 days out: book flights into Tucson International Airport (TUS) and compare arrival times with the resort check-in window.
T-4
12 days out: reserve lodging at the JW Marriott Tucson Starr Pass or a comparable Starr Pass / west Tucson property.
T-5
10 days out: arrange a rideshare, taxi or shared shuttle from TUS; the resort is west of downtown and not a short walk from the airport.
T-6
10 days out: request meetings with exhibitors whose products cover POS, tokenization, chargebacks, settlement or embedded payments.
T-7
7 days out: confirm parking or valet options if driving to the resort, and note the winding access road.
T-8
7 days out: pack business casual layers for cool desert mornings and evenings plus a jacket for indoor air conditioning.
T-9
5 days out: download the event app or save the schedule offline; confirm room and session locations with the venue.
T-10
3 days out: save backup copies of registration confirmations and hotel reservations on your phone.
T-11
2 days out: check the Tucson forecast and hydrate before travel; desert air is dry.
T-12
1 day out: arrive early enough to collect your badge and settle in before the first session.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at JW Marriott Tucson Starr Pass Resort & Spa
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Southwest International Produce Expo (SWIPE) registration concourse
JW Marriott Tucson Starr Pass Resort & Spa
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
JW Marriott Tucson Starr Pass Resort & Spa
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$230.00
- Per diem × 2$150.00
Estimated total$380.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Southwest International Produce Expo (SWIPE) fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Southwest International Produce Expo (SWIPE), what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Fresh fruits and vegetables and Organic produce and products solutions and benchmarking suppliers at Southwest International Produce Expo (SWIPE) in Tucson.
Min. budget
$630.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Fresh fruits and vegetables and Organic produce and products products who need qualified meetings with the event's trade audience.
Min. budget
$2,835.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Tucson show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
FAQs & glossary
Answers
Frequently asked
What is SwipeExpo?
SwipeExpo is a payments and merchant-commerce expo held at the JW Marriott Tucson Starr Pass Resort & Spa in Tucson, Arizona. It brings together acquirers, ISOs, ISVs, payment facilitators, fintechs and merchant technology providers. Check swipeexpo.com for the current agenda and registration details.
Who should attend SwipeExpo?
The programme is aimed at payment professionals and commerce teams, including acquiring banks, ISOs, ISVs, PayFacs, fintechs, merchant processors, risk and compliance teams, and merchants evaluating payment technology. Confirm the current audience focus on the organiser site.
Where is SwipeExpo held?
The venue is the JW Marriott Tucson Starr Pass Resort & Spa in the Starr Pass area of west Tucson, Arizona. The resort sits off the Tucson Mountains, so allow extra time for the access road and for transfers from downtown or the airport.
How do I get to the venue from Tucson International Airport?
Tucson International Airport (TUS) is the primary commercial airport for the city. Rideshare, taxi and shared shuttle operators list direct TUS-to-resort routes, with an approximate drive time of 21 minutes. Fares vary, so confirm pickup points and prices before travel.
Where should I stay during SwipeExpo?
The JW Marriott Tucson Starr Pass Resort & Spa is the on-site venue hotel. Comparable resort-style properties are clustered in the Starr Pass and west Tucson area. Book early if you want to stay at the venue, and check resort fees and cancellation terms before confirming.
Is parking available at the venue?
On-site parking is available at the JW Marriott Tucson Starr Pass Resort & Spa. Daily rates, valet availability and event parking arrangements are set by the resort, so confirm current charges before driving to the show.
What is the weather like in Tucson during the event?
Tucson is a desert city with a strong day-night temperature swing in winter. Expect mild, sunny afternoons and cool evenings, with low rainfall overall. Pack a warm layer for evening functions and confirm the forecast before travel.
Is SwipeExpo trade-only or open to merchants?
Registration categories and badge eligibility are set by the SwipeExpo organiser. Check swipeexpo.com for the current registration policy before booking travel, especially if you are attending as a merchant, solution provider or guest.
How do I exhibit at SwipeExpo?
Exhibitor applications, booth availability and shipping rules are handled by the SwipeExpo organiser. Use the contact or exhibit links on swipeexpo.com to confirm space, package inclusions and on-site supplier deadlines.
What payments topics are likely on the agenda?
SwipeExpo's payments focus includes merchant acquiring, ISO and ISV distribution, PayFac economics, risk and chargebacks, tokenization, embedded payments, POS and omnichannel acceptance, settlement and surcharging compliance. Check the published schedule for the current session list.
Are meals included with registration?
Meal service and hosted food functions are set by the SwipeExpo organiser and may vary by badge type. Review the registration terms and agenda on swipeexpo.com before assuming meals are included.
What should I do if I need to cancel or transfer my badge?
Cancellation, transfer and refund rules are set by the SwipeExpo organiser. Check the registration terms on swipeexpo.com and contact the organiser directly before the published deadline.
Glossary
- Acquiring bank
- A bank or financial institution that holds the merchant account and settles card transactions for a merchant.
- ISO (Independent Sales Organization)
- A third-party sales channel that markets payment processing and merchant accounts, often under an acquirer's sponsorship.
- ISV (Independent Software Vendor)
- A software company whose platform embeds or integrates payments, often distributing payment services to its merchant users.
- PayFac (payment facilitator)
- A company that onboards sub-merchants under its own master merchant account and handles settlement, risk and support.
- Interchange
- The fee paid between acquiring and issuing banks for each card transaction; card networks set it and it varies by card type, channel and data quality.
- Card-not-present
- A transaction where the card is not physically presented, such as e-commerce, phone order or recurring billing, typically carrying different risk and authentication requirements.
- Tokenization
- Replacing sensitive card data with a non-sensitive token that can be used for stored-credential or recurring payments without exposing the primary account number.
- PCI DSS
- Payment Card Industry Data Security Standard - the card networks' security requirements for organisations that store, process or transmit cardholder data.
- Chargeback
- A cardholder dispute routed through the card network that can result in a reversal of funds, fees and merchant account impact.
- BIN
- Bank Identification Number - the first digits of a card number that identify the issuing bank and card product; BIN ranges also support routing and eligibility checks.
- Embedded payments
- Payment capabilities integrated into a software platform or marketplace so merchants can accept and manage payments without leaving the product.
- Surcharging
- A fee added to a card transaction, permitted only within card network and state rules; it is distinct from cash-discount and convenience-fee programmes.
- Omnichannel
- Accepting and reconciling payments across in-person, online, mobile and recurring channels under a consistent merchant view.
- Settlement
- The process that moves authorised transaction funds between acquirer, issuer and merchant, including fees, timing and reconciliation.
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Also known as
Alternate names and search phrases for this event.
- Southwest International Produce Expo (SWIPE) 2027
- Southwest International Produce Expo (SWIPE) Tucson 2027
- Southwest International Produce Expo 2027
- Southwest International Produce Expo Tucson 2027
- SWIPE 2027
- SWIPE Tucson 2027
- Tucson USA
- Fresh fruits and vegetables
- Organic produce and products
- Agricultural technology solutions
1 more alternate names hidden
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