Frieda's Branded Produce still inspiring new food experiences

Frieda's Branded Produce has inspired new food experiences with new-to-market specialty fruits and veggies for over 60 years and counting, says Alex Jackson, vice president of sales and procurement for the Los Alamitos, Calif.-based marketer.

“Over the decades, we've introduced over 200 new fruits, vegetables, and complementary items to American consumers," Jackson said.

Last year, Frieda’s Branded Produce was acquired by Legacy Produce, which Jackson said significantly enhanced the company’s nationwide distribution capabilities and strengthened its position as a top supply source of the bestselling specialty produce. The strategic alignment has bolstered Frieda’s mission to inspire healthy, new food experiences, opening up new growth opportunities while preserving the unique magic of the Frieda's brand, she said.

“Currently, we proudly carry over 100 specialty items, including many of our flagship brands like Stokes Purple sweetpotatoes, Tikis drinking coconuts, Organic Mighty Gold turmeric, Popjoys kumquats, Kahuna jackfruit, Quick Fires shishito peppers and Rambas rambutan, to name a few," Jackson said.

Since the COVID-19 pandemic, Jackson said consumers have made it clear that they are looking for colorful, healthy and delicious produce that helps inspire new food experiences to meet their health needs while being approachable and affordable.

“Even with the inflation over the last two years, consumers prioritize the food they feed their families and the healthiness of the produce items they see when shopping,” Jackson said. “Consumers have also made it clear that they are willing to try new-to-them fruits and vegetables if they are approachable, easy to use and provide a delicious and nutritious eating experience.”

Frieda's has been able to fulfill those needs with its retail, foodservice and e-commerce partners by focusing on being the supplier of choice of the top-selling items in the specialty category, she said.

“Not only has Frieda’s created a brand that sells 30% faster than the next leading brand, but we have also cultivated a friendly, colorful, and approachable brand image that appeals to consumers, with 54% of shoppers expressing an increased willingness to try new fruits or vegetables due to Frieda's welcoming brand persona,” Jackson said.


Hot and getting hotter

Several of Frieda's tropical specialty items have captured significant consumer interest in the past year, she said.

“Notably, our branded rambutan, dragon fruit, young coconut, and passion fruit have seen substantial increases in both sales dollars and units year-over-year, outpacing category growth,” she said.

Frieda's branded rambutan has been particularly popular, with its sales growth exceeding the overall category's rate.

“This trend reflects consumers' growing curiosity and enthusiasm for exotic fruits,” she said. “Similarly, our dragon fruit offerings have seen remarkable demand with 53% [year over year] dragon fruit growth.”

Frieda's carries more than five varieties of dragon fruit from four countries, allowing for a robust year-round program that consistently meets consumer interest, Jackson said.

“Dragon fruit, for instance, has captured consumer attention with its vibrant colors and exotic appeal, experiencing significant year-over-year growth,” she said. “We leverage social media and digital campaigns to showcase trending fruits like dragon fruit and passion fruit, highlighting their unique attributes and culinary uses."

“Our young coconuts and passion fruit are also gaining popularity, with both items showing strong year-over-year growth,” Jackson said. “Additionally, our lychee and tamarind have demonstrated a higher velocity, meaning they sell faster [in terms of sales and units per store per week] than the overall category, making them a smart choice for retailers looking to boost sales.”

She said Frieda's branded specialty tropicals are growing faster than the overall category, with its brand outpacing category growth in unit sales by over 75% and dollar sales by over 58%.

“Carrying Frieda’s tropicals will help retailers sell more produce faster thanks to our strong consumer appeal and effective merchandising strategies,” she said.


The role of online

Jackson said Frieda’s brand benefits from the company’s strategic use of online marketing to tell its story and inspire new food experiences.

“On LinkedIn, we focus on retail and merchandising strategies targeted to buyers, keeping them apprised of relevant product updates and category data,” she said. “This platform allows us to connect with industry professionals, share insights and provide valuable information that helps retailers make informed decisions about stocking our specialty produce.”

Instagram reaches more of the consumer audience, Jackson said.

“[On Instagram], we inspire consumers to fear no fruit and try new recipes,” she said. “Our Instagram content caters to the latest food trends, providing consumers with creative and inspiring ways to enjoy our specialty produce. By showcasing vibrant visuals and engaging stories, we encourage consumers to explore new food experiences and integrate our unique offerings into their daily lives.”

Frieda’s gives detailed information about the variety and selection of its specialty produce, Jackson said.

“For example, our dragon fruit program includes Snow Dragons, Fire Dragons, and Honey Dragons,” she said. “This variety appeals to consumers seeking unique flavors and experiences, and we ensure that both retailers and consumers understand the distinctive qualities and culinary potential of each type.”

“Our in-store displays, recipe cards, and tasting events help consumers visualize and experience the culinary possibilities of our specialty items,” she added.

In addition, Frieda’s highlights the nutritional benefits of its specialty produce.

“Through in-store signage, packaging labels, and digital content, we educate consumers on the health advantages of incorporating these fruits into their diets,” Jackson said. “Our marketing materials often include nutritional information and health benefits to reinforce the value of our produce.”