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Whole Foods Market Honors Frieda’s During International Women’s Month

Whole Foods Frieda's Specialty Produce
Photo courtesy of JT Mapel, Produce Marketing Consultant

In support of March being celebrated as International Women’s Month, Whole Foods Market is celebrating women with its Women Makers Raising the Bar campaign, a movement highlighting the accomplishments of notable women makers. This year, Frieda’s Specialty Produce is a focal point in the produce department as a Female First for being a female-led trailblazing company that has introduced more than 200 fresh produce items to the U.S. since 1962.

This year the theme of International Women’s Month is #eachforequal, whereby an equal world is an enabled world.

“We’re proud to feature Frieda’s products in our stores during our Women Makers Raising the Bar campaign this month,” said Erik Brown, produce executive leader. “Frieda’s is a women-owned company that our customers have come to know and love, and we are excited to celebrate their high-quality produce.”

Nationwide, the chain will promote a large selection of both bulk and packaged specialty produce, including dragon fruit, kiwano, mandarinquats, jackfruit and much more. In total, 14 items will be showcased.

“We are thrilled to be celebrating our women-owned, women-led culture with one of our top clients,” said Alex Berkley, Frieda’s sales director. “It’s magical when our story and values are completely intertwined with the DNA of those that we service.”

Frieda’s Specialty Produce was founded by produce industry trailblazer Dr. Frieda Rapoport Caplan, subject of the 2015 documentary “Fear No Fruit.” The family company is owned and operated by her daughters, Karen Caplan and Jackie Caplan Wiggins, in Orange County, California.

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