"Frieda's Branded Produce took off, and fresh produce changed forever. Caplan's early decision to go against the grain laid the foundation of non-negotiables that still guide how Frieda's operates."
"Frieda's desire to be different keeps healthy eating interesting. A focus on strong branding has always been a hallmark of Frieda's business, providing a strategic advantage that has built its brand."
Frieda's Branded Produce, founded by Dr. Frieda Caplan in 1962, was the first woman-owned produce company. Caplan focused on unusual produce like kiwifruit, brown mushrooms, and spaghetti squash to differentiate her brand. The company established foundational principles such as providing recipes and clear labeling to educate consumers. With a focus on strong branding and innovation, Frieda's has maintained its relevance, appealing particularly to women shoppers who often make grocery decisions. This strategic approach has contributed to the brand's growth and success in the produce market.
Read at Food & Beverage Magazine
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