PRESS RELEASE
Media Contact: Kenia Gomez
Phone: (956) 769-1006
Email: [email protected]
Los Palominos to Headline 4th Annual Avocado Festival in Downtown Pharr, Exciting Week of Events Announced at Fresh on the Border Press Conference
FOR IMMEDIATE RELEASE
MONDAY, JULY 13, 2026
Pharr, Texas – The City of Pharr held its annual Fresh on the Border press conference announcing a week of events that will celebrate the city’s important role in international trade, and economic development. During the event, City officials also unveiled the highly anticipated entertainment lineup for the 4th Annual Avocado Festival.
Fresh on the Border Week kicks off Wednesday, October 7, 2026, with the inaugural Gateway Forum, bringing together industry leaders, regional partners, and key stakeholders to discuss the future of international trade, logistics, investment, and economic growth. The celebration continues Thursday, October 8, with the 13th Annual Start of the Produce Season, honoring the growers, shippers, importers, distributors, and transportation partners who move fresh produce from farm to table while highlighting Pharr’s role as one of the nation’s premier ports of entry for fresh fruits and vegetables. Activities continue Friday, October 9, with the Drive for Trade Golf Tournament, uniting industry professionals, business leaders, and community partners for a day of networking, collaboration, and friendly competition.
Fresh on the Border Week will conclude on Saturday, October 10, with the 4th Annual Avocado Festival, taking place from 2:00 p.m. to 11:00 p.m. in Downtown Pharr. The festival celebrates the avocado while recognizing Pharr’s position as a global gateway for fresh produce. The family-friendly event will feature live entertainment, local vendors, delicious food, interactive activities, and attractions for all ages.
Festival attendees will enjoy performances across two stages. The 956 Stage will feature Mesteño, Arturo Quintero, Derick Garza, Ali Cat Crash, Vintage Travelers Band, and Domingo Elias 3Zero. The Main Stage will showcase RED, a Taylor Swift tribute band, De Parranda, La Casetera, Braxton Keith, and headliners Los Palominos, offering a diverse lineup of entertainment throughout the day and into the evening.
Fresh on the Border Week reflects the City’s ongoing commitment to celebrating the produce industry while strengthening the partnerships that have established Pharr as a vital hub for international commerce and economic opportunity.
In 2025, the Pharr International Bridge crossed 220,000 produce trucks — that’s 600 trucks every single day, a pace no other port can match for produce. Among those shipments, our partners moved 34,000 truckloads of avocados, totaling 1.5 billion pounds worth $2.3 billion through Pharr last year, further cementing the city’s role as a critical gateway for fresh produce entering the United States.
The press conference can be viewed in its entirety here.
Additional photos of the event:
