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Clean Eating Challenge recap and a call for participants

This year, 11 participants completed the third annual Viva Fresh Clean Eating Challenge which culminated at the Viva Fresh Expo last month. Since 2020, participants have challenged themselves to incorporate more fruits and vegetables into their routines. As a welcome bonus, participants have lost more than 1,000 pounds in the three years of the Challenge and have enjoyed even more positive side effects.

“What TIPA offers through the Challenge is the opportunity to regain control. This isn’t necessarily about weight loss, though it can be. This is about taking control over what we put into our bodies, control over our health and control over making healthy decisions, such as eating more fruits and vegetables,” said Jen Velasquez, Clean Eating Challenge committee chair and director of marketing at FullTilt Marketing.

Left to right: Jen Velasquez, Beth Keeton, Matt Catania.

In 2022, participants were more active and incorporated many more servings of fruits and vegetables (the main pillar of the Challenge) and in certain cases, decreased their blood pressure numbers by over 20 points.

And now, Texas International Produce Association (TIPA) invites industry members to apply for this year’s challenge which kicks off in September and will culminate at the 2023 Viva Fresh Expo in Dallas on April 1st. Spots are limited and chosen participants must meet the following criteria:

  • Be a member of the produce industry
  • Be able to express what is driving them to compete in the challenge
  • Be willing to share progress online up to the reveal at the Viva Fresh Keynote in March 2023
  • Show willingness to commit to the six-month challenge
  • Commit to engaging with their mentors and peer groups on a weekly basis for the program's duration

Those interested in joining the challenge can apply here by August 15. All chosen participants will receive mentorship and nutrition coaching. Upon meeting the given criteria, they will also be eligible to win a grand prize. This year, the prize was a Tonal smart home gym sponsored by Catania Worldwide.

“I lost 20 pounds during the challenge but gained confidence, friendship, better quality sleep and the passion to keep making healthy changes and support others trying to do the same,” said Beth Keeton, founder & CEO of Elephant House PR, a participant and this year’s drawing winner.

“As a former personal trainer with a love of fitness and health, I couldn’t be prouder to align ourselves with the Clean Eating Challenge,” said Matt Catania, vice-president of sales at Catania Worldwide. “I came back to the family business five years ago and love that, thanks to TIPA and the Challenge, we can be a small part of making a difference for our industry friends.”

The Clean Eating Challenge is a Viva Fresh Expo sponsorship opportunity. Those interested in becoming sponsors can contact Hector Garza (

For more information:
Jen Velasquez
Full Tilt Marketing
Tel: +1 (813) 380-8411 

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