Frieda's Specialty Produce - Specialty Fruits

New Fruits for the New Year

It’s an auspicious week. At sundown on Wednesday, September 20, the Jewish New Year, Rosh Hashanah, will begin. The celebration of the Jewish New Year is observed for 10 days and will culminate with the Day of Atonement, Yom Kippur, starting at sundown on Friday, September 29, and ending the next day. Right in the middle is the autumnal equinox in the Northern Hemisphere on September 22. That is the day that the daylight and night hours are virtually equal. Several traditions surround the Jewish New Year. One of my favorites is the tradition to try a new fruit in the new year. That tradition is never more evident than in New York and Los Angeles, where large neighborhoods of Jewish consumers clamor to buy the weirdest and most unusual Continue Reading

Information Overload

Information overload – that’s what my nephew, Frankie, said to his dad (Doug). “Dad, how can I possibly keep up with what’s going on in the world – it’s all too much. Isn’t there one place I can go to keep up on what’s happening?” That was two years ago, when Frankie was a junior in high school. As luck would have it, my brother-in-law Doug was at a doctor’s office a few weeks later, and as he thumbed through the obligatory stack of magazines, he saw a publication titled, … Continue reading

Get that New Zealand Feeling

“Get That New Zealand Feeling” was the name of one of Frieda’s first trade advertising campaigns. After we began marketing the Kiwifruit from New Zealand, we were introduced to many other fruits from the land down under. Passion FruitThose purple egg-shaped fruits came first. I remember my mom telling our customers, “Yes, it’s okay if they get wrinkled and moldy – that means they are ripe!” Well, I don’t know about the mold, but passion fruit definitely wrinkles when it ripens. The best way I’ve described the flavor is that … Continue reading

Staying Connected

Many years ago, I was invited to sit on a board of advisors of a small marketing firm, called M/S Database Marketing. My company worked with them back in the 1990s to develop some of our “cutting edge” marketing. We didn’t realize how cutting edge it was, until Information Week magazine interviewed us in 1994 for an article called, “Who’d Eat a Blue Squash?” Joining me on this small board (there were two of us outsiders and the two owners), was Carl Terzian. Carl owns an innovative public relations firm … Continue reading

Watermelon Time: Hold the seeds, please

I am so glad that watermelons are “back in season.” Yes I know that they seem to be available all year round, but as my 16-year-old daughter Sophia has told me, “Mom, why do you keep buying watermelons in the winter? They don’t taste sweet – it’s not their season.” So, frankly, I avoid buying watermelons until the weather has warmed up. In the last two weeks I have purchased two seedless watermelons and it’s almost time to put them on my weekly shopping list. Seedless watermelons bring back such … Continue reading