ANAHEIM, CA - As readers saw in our recent exclusive with Frieda’s Branded Produce Vice President of Sales and Procurement Alex Jackson and produce team members of The GIANT Company, the specialty provider has a signature way about its business.

“We understand the nuanced demands of the modern market. Consumers are craving a culinary adventure, and retailers are searching for ways to meet that demand in-store and online while remaining competitive in the market,” Alex shared with me as we reunited to discuss retail opportunities for the dynamic spring ahead.

Starting off strong, it’s officially the Year of the Dragon for Lunar New Year and Year of the Dragon Fruit for Frieda’s, celebrating Frieda’s Dragon Fruit collection and outpacing category growth by over 50 percent. With the dragon fruit category almost doubling in volume annually**, the momentum Frieda’s is building is nothing short of impressive.

“In the ever-evolving grocery landscape, where consumers seek colorful and functional produce, Frieda's rises above the competition with our captivating branding and inspiring usage on our packaging,” Alex commented when it comes to such strides setting the brand apart. “Our company was founded by a tenacious maven, my grandmother, Dr. Frieda Rapoport Caplan. She approached everything with passion, and her pioneering spirit and commitment to bringing unique and delicious produce to consumers is why we continue to outsell the competition by over 30 percent*.”

It’s a commitment Alex upholds in the legacy she carries for both the company and her family. Recognizing the sales success of Frieda’s retail partners with Frieda’s branded produce items, the timing is perfect as the company gears up to celebrate Women’s History Month in March with Frieda’s team and industry colleagues.

It all circles back, she said, to passion.

“We are passionate about and dedicated to providing the inspiration and education needed to convert consumers into specialty produce fanatics,” Alex commented before finding a play on words that put my skills to shame. “Moreover, Frieda's passion fruit is essential to bolster tropical sales and elevate your store's offerings!”

Another highlight of Frieda's spring offering is their organic and conventional Stokes Purple® sweet potatoes, recently voted as the Veggie of the Year by Veganuary. Truly, the company is set and ready to make this spring season burst with color, flavor, and excitement for retailers and those they serve, and you can find out all on your own in Tampa, Florida, next month at the Southeast Produce Council’s Southern Exposure!

With a vibrant lineup of these items, plus spring citrus, colorful veggies, and more, it’s clear Frieda's goes above and beyond to make it possible for buyers and retailers to infuse the season with delight. So be sure to swing by booth #635 when on the Southern Exposure show floor March 7–9.

^{*Compared to top-branded specialty produce competitors, based on market basket as measured by Average Weekly Dollars per Store Selling (Circana Total US-MULO 52 weeks ending 09.10.23 and 11.5.23). Market basket includes turmeric, shallots, rambutan, hatch, dragon fruit, organic ginger, shishitos, and egg roll wrappers.}

^{**All Dragon Fruit Unit and Volume sales according to Circana Total US-MULO 52 weeks ending 01-28-24.}