Pharr leaders preview 2026 Fresh on the Border Week

PHARR, Texas — City leaders and economic development officials in Pharr are putting the final touches on what they describe as the most critical week on the municipality's annual calendar.

The City of Pharr’s 2026 Fresh on the Border Week kicks off Wednesday, launching a multi-day showcase celebrating the Pharr International Bridge's pivotal role as the nation’s top land port of entry for fresh produce imported from Mexico.

In an exclusive interview with the Rio Grande Guardian Business Journal, Kenia Gomez, director of communications for the City of Pharr, and Carlos Javier “CJ” Sanchez, president and CEO of the Greater Pharr Chamber of Commerce, offered a preview of the week's festivities, economic forums, and industry summits.

"It definitely is the busiest week, the most exciting week, the most important week I think of the year,"Gomez said during the podcast.

Sanchez echoed those sentiments, pointing to the cross-departmental collaboration within city hall and municipal economic agencies.

"It's truly a collaboration from all of the departments here in the city, and it's really just to celebrate our pride and joy, our Pharr International Bridge," Sanchez noted.

Inaugural Gateway Forum to Lead Off the Week

The slate of events begins Wednesday, Oct. 7, with the debut of The Gateway Forum, an international business and investment summit organized through a partnership between the Pharr International Bridge, the Pharr Economic Development Corporation (EDC), and the Greater Pharr Chamber of Commerce.

Held from 9 a.m. to 2 p.m. at the Pharr Development & Research Center (850 W. Dicker Rd.), the forum focuses on nearshoring, cross-border logistics, and international trade expansion.

"Yudi Gonzalez, our director of international business, is really taking this on to expand our reach in trade with those interested in the trade industry and those wanting to expand their businesses into Mexico or vice versa," Sanchez explained. "Ultimately, one of the panels—the one I’m sitting on alongside Victor Perez from our EDC—focuses on the success stories of what we can bring to business and the value we offer."

Gomez emphasized the synchronized approach of Pharr’s leadership entities. "Our chamber, our EDC, and the bridge work really closely together because we know when we're attracting businesses or having these presentations, everyone plays a big role," she said.

The forum's keynote address will be delivered by Dr. Duncan Wood, senior advisor at Hurst International Consulting and a respected analyst on international trade and U.S.-Mexico economic policy.

For those unable to attend in person, the City of Pharr plans to broadcast portions of the summit live on the official Pharr International Bridge Facebook page.

Start of the Produce Season & Industry Golf Tournament

On Thursday, Oct. 8, attention shifts directly to the Pharr International Bridge for the annual Start of the Produce Season Celebration and Taste of Trade.

The morning gathering honors agricultural growers, customs brokers, transportation partners, and logistics operators who drive the region's produce crossings. Attendees will hear industry insights from keynote speakers—including Dr. Duncan Wood—and sample dishes prepared using freshly crossed produce.

Networking opportunities continue Friday, Oct. 9, with the sold-out Drive for Trade industry golf tournament at Tierra del Sol Golf Course.

4th Annual Avocado Festival Returns Downtown

The week culminates on Saturday, Oct. 10, with the 4th Annual Avocado Festival in downtown Pharr along Cage Boulevard.

The community festival, which drew more than 20,000 attendees last year, highlights Pharr's position as the primary port of entry for Mexican avocado imports into the United States.

Running from 2 p.m. to 11 p.m., the festival features:

• Live Music: Country music artist Braxton Keith and Tejano music headliners Los Palominos performing on the main stage, alongside local regional artists on the 956 Stage.
• Family Activities: A carnival, student academic/art competitions, and the annual community guacamole contest.
• Vendors: Over 100 food, artisan, and market vendors coordinated through the Greater Pharr Chamber of Commerce.

Admission is free from 2 p.m. to 5 p.m., with a $5 gate fee after 5 p.m. Free park-and-ride shuttle services and trolley routes will run continuously throughout the evening from designated off-site parking areas.

"Our big focus here in the City of Pharr is always providing these free community events," Gomez said. "We don't want our community to have to travel to another city or outside of the region in order to enjoy a good concert or a good festival. We bring it here to their backyard."

Title sponsors for this year’s Fresh on the Border festivities include Bert Ogden, Bert Ogden Nissan of McAllen, and Fiesta Nissan of Edinburg.

2026 Fresh On The Border Schedule of Events

For parking maps, shuttle schedules, and registration details for the week's events, visit avocadofest.com or pharrgateway.com.