Frieda's Inc.

Frieda’s Inc. is a privately owned company, based in Los Alamitos, California, which markets and distributes specialty produce.[1]

Frieda's Inc.
TypePrivately owned
IndustryFoods
Founded1962
HeadquartersLos Alamitos, California, United States of America
Key people
Frieda Caplan, Karen Caplan, Jackie Caplan Wiggins
ProductsFruit, vegetables, gourmet items
WebsiteOfficial website

It was founded in 1962 by Frieda Rapoport Caplan.[2] It was the first wholesale produce company in the United States to be founded, owned, and operated by a woman.[3] Caplan died on January 18, 2020, at the age of 96.[4][5]

Frieda's Inc. is credited with introducing many produce items to the U.S. including the kiwifruit, alfalfa sprouts, spaghetti squash, jicama, shallots, mangos, Donut® peaches, and various Asian and Latin specialties.[6]

History

In 1956, Frieda Caplan first worked as a bookkeeper at Giumarra Bros. Fruit Co. Later on, she began selling Brown Mushrooms, which were a specialty item in those days.[7]

After the success of selling mushrooms, Caplan opened her own company in 1962 with mushrooms as the primary item. She started with a small stand at the Los Angeles wholesale produce market.[8]

Once titled the “Queen of Kiwi,” Caplan gained international recognition from bringing the Kiwifruit to the United States.[9] This fruit was discovered in New Zealand and originally known as "Chinese gooseberries".[10] Although some in the U.S.A. believe Caplan renamed this fruit after the country's flightless bird, the Kiwi, the name was actually proposed by New Zealander Jack Turner in June 1959 at a management meeting of Turners and Growers in Auckland, New Zealand.[11][12] She convinced California growers to plant the fruit and soon California had more than 700 Kiwifruit growers.[13] She played a key role in popularizing Kiwifruit in the United States by convincing supermarket produce managers to carry the odd-looking fruit.[14]

Caplan's elder daughter, Karen Caplan, was promoted to President and CEO in 1986. That same year the company had annual sales of $US13 million.[9] Jackie Caplan Wiggins, Frieda's younger daughter, serves as Vice President and Business Chief Operating Officer.[15] In 1990, Karen Caplan and Jackie Caplan Wiggins became owners of Frieda's, Inc.[16] In that same year, the name of the company changed from Frieda’s Finest/Produce Specialties Inc. to Frieda’s Inc.[17] As of 2019 one of Karen Caplan's daughters, Alex Berkley, joined the firm as a sales manager.[18]

In 2015, the film Fear No Fruit was released. The film chronicles Caplan's influence on American cuisine.[19][20]

Products

Frieda's Inc. distributes more than 600 exotic produce and specialty gourmet items to grocery stores and foodservice distributors.[21] Hundreds of the products are labeled with detailed descriptions, usage and handling tips, and offers for free recipes via mail or email.[22] Frieda's, Inc. has a 100% customer satisfaction guarantee.[23]

For every consumer complaint, the company will issue a full refund, plus postage to any customer who is dissatisfied with Frieda's products.[24]

References
  1. Merryman, John (January 10, 2013). "Mother Gooseberry". Orange Coast.
  2. Davis, Mark (1992). "An Appetizing Afternoon at Frieda's, Inc. Headquarters". UCLA.
  3. "Frieda Caplan founds innovative specialty produce company". Jewish Women's Archive. Retrieved January 10, 2013.
  4. Pienda, Dorany (January 18, 2020). "'Kiwi Queen' Frieda Caplan, produce-industry pioneer, dies at 96". LA Times. Retrieved January 29, 2020.
  5. Genzlinger, Neil (January 28, 2020). "Frieda Caplan, Who Enlivened the Produce Aisles, Is Dead at 96". New York Times. p. B14. Retrieved January 30, 2020.
  6. Caplan, Karen (2001). Purple Kiwi Cookbook. Los Angeles: Karen Caplan, Frieda's Inc. ISBN 0-9703226-0-7. Retrieved January 10, 2013.
  7. Schrack, Don (July 23, 2010). "Frieda Caplan: gender blind, but laser focused on business". The Packer.
  8. Hautala, Laura (August 12, 2012). "A pioneer in the produce field". LA Times.
  9. Seager, Susan (June 22, 1986). "Exotic Goodies Produce Big Payoff for L.A. Company". LA Times.
  10. Caplan, Frieda (July 1999). "The kiwi to my success". Hemispheres.
  11. "Chinese gooseberry becomes kiwifruit". 21 December 2016.
  12. Munoz, Olivia (October 11, 2006). "Farmers Try to Strike Gold with New Kiwi". The Washington Post.
  13. Larson, Erik (November 1989). "Strange Fruits". Inc.
  14. Sarah Lyall (17 May 1987). "What's New in Exotic Fruit: Putting a Kiwi in Every Lunch Box". New York Times. Retrieved 10 November 2010.
  15. Blume, Aimee. "Frieda's Specialty Produce Co. marks golden anniversary". Courier Press. Retrieved January 10, 2013.
  16. Koss-Feder, Laura (July 17, 2000). "Business, too close to home". Time.
  17. "Frieda's Inc". Retrieved January 10, 2013.
  18. Graber, Cynthia; Twilley, Nicola (2019-12-17). "Meet the Queen of Kiwi: The 96-Year-Old Woman Who Transformed America's Produce Aisle". Gastropod. Retrieved 2020-02-23.
  19. "Fear No Fruit". Fear No Fruit. Retrieved December 28, 2015.
  20. "Fear No Fruit (2015)". IMDb.com. Retrieved December 28, 2015.
  21. Semmelman, Elliot. "Frieda Caplan". Temple Beth David. Retrieved January 10, 2013.
  22. Caplan, Karen; Tristan Miller. "No time for lemons". VA-interactive.
  23. Kelly, Hazel; Lori Willis. "Enjoy the sweet taste of summer melons". Schnucks. Retrieved January 10, 2013.
  24. Kelly, Hazel. "Frieda's Inc, Company Profile" (PDF). Frieda's Inc. Retrieved January 10, 2013.
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