After more than sixty years, Frieda’s Branded Produce is still challenging the status quo in produce.
In 1962, Los Angeles produce broker, Dr. Frieda Caplan, started Frieda’s Branded Produce, the first woman-owned, woman-operated produce company. The industry was dominated by men, but for Caplan, the novelty of being a woman executive was less interesting than finding a niche.
To stand out in a staid, risk-averse produce business, she looked to fruits and veggies that were considered unusual at the time: brown mushrooms, Sunchokes and spaghetti squash.
Then, she imported the United States’ first-ever load of kiwifruit. Frieda’s’ Branded Produce took off, and fresh produce changed forever.
To no one’s surprise, the company is still encouraging innovation and challenging convention.
An Enduring Plot Twist In Produce
Caplan’s early decision to go against the grain did more than launch her brand. It laid the foundation of non-negotiables that still guide how Frieda’s operates. In the early days, consumers didn’t know how to use many of the specialty items marketed by Frieda’s. The answers included recipes, clear labeling and strong retailer sales support to spark curiosity and inspire confidence in the person pushing the cart.
Those founding principles matter because shoppers are often women, too. In 2024 data from YouGov, women were more likely than men to say they are the sole grocery shopper in their household.
Its simple how-to messaging, recipes and merchandising make unfamiliar produce feel doable (and enjoyable), helping shoppers turn aisle attention into “I can make this tonight.”
Frieda’s desire to be different keeps healthy eating interesting.
A focus on strong branding has always been a hallmark of Frieda’s business. It understood that a point of view brings to a company and its customers. It’s not just nice to have. It’s a strategic advantage that has built its brand and led to category growth. According to a 2021 C+R Research report, 60% of shoppers said Frieda’s is a brand that’s more up-to-date and would be most likely to catch their eye in store. Most shoppers (55%) said that Frieda’s brand is for “someone like them.”
Keeping it Unique for Generations
Over the years, Caplan brought her daughters, Karen and Jackie on board to join Frieda’s leadership, who Caplan credits with building the business to what it is today. Today, Caplan’s granddaughter, Alex Jackson keeps the company’s innovative spirit alive and well as vice president of sales and marketing.
As a third-generation leader at Frieda’s, Jackson is a thought leader who champions innovation and authenticity in produce, inspiring its future leaders to push boundaries and make their own lasting impact on food. She recognizes Frieda’s role in changing the way America eats, and she drives her teams to continue that work.
“My grandmother and mother, Karen, built Frieda’s by noticing produce that was overlooked and then doing the work to make it simple for shoppers to try something new,” said Jackson. “Today, we work the same way. We bring interesting produce to the shelf by making it usable and compatible with existing food trends.”
Today, the woman-founded legacy of Frieda’s has blossomed into allyship and accountability across its operations, with both women and men in leadership roles. Everyone takes pride in preserving the trailblazing values that helped the business to grow.
Frieda’s woman-founded, women-led legacy has shaped its open-minded approach. Now, its brand is known for bridging everyday eating with delicacies from different cultures and cuisines. As tastes and trends evolve, Frieda’s is focused on helping people confidently embrace the new.
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About Frieda’s Inc.
Frieda’s Branded Produce has inspired new food experiences for friends, families, and food lovers everywhere since 1962. From kiwifruit and dragon fruit to Stokes Purple® sweet potatoes and habanero peppers, Frieda’s has introduced more than two hundred unique fruits and vegetables to the U.S. marketplace. Founded by produce industry trailblazer Dr. Frieda Rapoport Caplan, the subject of the 2015 documentary “Fear No Fruit,” the female-founded company is a subsidiary of Legacy Farms LLC, based in Anaheim, California. Find Frieda’s on Instagram, Threads, and Tiktok @FriedasProduce and Friedas.com. Inspire. Taste. Love.
