Frieda's Sponsors Sold Out FPFC Membership Luncheon For 50th Anniversary

LOS ALAMITOS, CA – In celebration of its 50th Anniversary, Frieda's, Inc. was one of the key sponsors for the April Southern California Fresh Produce and Floral Council Membership Luncheon on Wednesday, April 25th, held at the Sheraton Cerritos.

Frieda Caplan, founder of Frieda's, Inc., spoke on behalf of the company and shared how she began her career in produce. She shared how she started as a bookkeeper for Giumarra Brothers Fruit Company in 1956, and how she moved downstairs to sales and never looked back.

“When my bosses took off to celebrate their 25th wedding anniversary, I moved downstairs, temporarily, to sell their fresh mushrooms. I never went back up. When a stall became vacant, the owners of the 7th Street produce market offered me the opportunity to own my own produce company.”

Caplan went on to list the products she introduced to U.S. supermarkets besides Kiwifruit, which include Spaghetti Squash, Asian Pears and Habanero Chiles, as well as her role in starting the Fresh Produce and Floral Council. Her daughter and current president of Frieda’s, Karen Caplan, served as the first female president of the council in 1990.

Caplan also spoke about what she thinks “will be the next kiwifruit”:

“Honestly, there will probably never be another kiwifruit because, nowadays, shoppers and innovative produce merchandisers are much quicker to accept new and unusual items.”

Frieda’s shared with the audience their newest products: Açai berry flakes, made in New Zealand with a special low temperature process, and MOAB Superfruit Blends™, the newest antioxidant beverage on the market.

Caplan concluded her speech by thanking the industry for supporting Frieda's, Inc. over the past 50 years, and received a standing ovation.

The sold out luncheon had 320 registered guests and featured guest speaker Brian Silbermann, President and CEO of the Produce Marketing Association (PMA), as well as Roger Schroeder of Stater Bros. as the Master of Ceremonies. Other key sponsors included the California Avocado Commission, Perricone Juices, Davis Lewis Orchards and Lighthouse Foods.

Celebrate Frieda’s 50th Anniversary by visiting the brand new

About Frieda’s Inc.

Frieda’s Inc. celebrates 50 years of innovation in fresh produce. Founded in 1962 by Frieda Caplan, Frieda's was the first wholesale produce company in the U.S. to be founded, owned and operated by a woman, and is still a family- and women-owned business today. With the mission of changing the way America eats fruits and vegetables, Frieda’s has introduced more than 200 specialty items to U.S. produce departments, including Kiwifruit, Spaghetti Squash, Habanero Peppers, Black Garlic and many more. Learn more at

Source: Frieda’s Inc.