Frieda’s Alex Jackson Recognized Among Grocery Retail Leaders

Los Alamitos, CA (October 2022) – Alex Jackson, who was recently promoted to Director of Sales and Procurement for Frieda’s Branded Produce, has been named to Progressive Grocer’s 2022 GenNext class of Future Leaders. Alex will be celebrated among her fellow honorees during Grocery Industry Week at the GenNext Symposium this November.

Each year, Progressive Grocer recognizes under-40 individuals who have displayed leadership in building the future of grocery. GenNext honorees come with backgrounds in retail, supply, and solution-based organizations. Their experience with new capabilities and technologies in grocery, from omnichannel marketing to fraud investigations to digital fulfillment and sustainable food supply chains, sets them apart from their peers. They have been selected based on their deep commitment to inspiring and serving shoppers and their communities, among other criteria.

As a third-generation business leader, Alex is a produce industry growth driver and the youngest professional ever to graduate from the United Fresh Leadership Program. Her ability to leverage inclusivity, along with a charismatic approach to sales, drives a team of Boomers, Gen Xers, Millennials and Zoomers to deliver results for Frieda’s retail and foodservice partners.

Alex’s commitment to innovation has led her team to embrace a coordinated stage gate/initiative management process, where Frieda’s products and future growth opportunities for branded produce are evaluated, resourced, and measured. This plan has resulted in clarity and direction on product launches, ensuring that strategy is met with flawless execution.

“I’m humbled to receive this prestigious grocery industry recognition,” expressed Alex. “To be named among this year’s field of young professionals reimagining grocery is an honor and shines a spotlight on the importance of fresh produce to the future of the essential grocery retail industry.” Other winners of the 2022 GenNext award have included startup CEO’s, category managers, and marketing leaders. Share in the celebration with Alex during International Fresh Produce Association’s Global Produce & Floral Show, October 28-29 in Orlando, Florida, where she will be joined by the Frieda’s team in booth 2042.


About Frieda’s Inc. Frieda’s Branded Produce has been inspiring new food experiences for friends, families, and food lovers everywhere since 1962. From kiwifruit and dragon fruit to Stokes Purple® sweet potatoes and habanero peppers, Frieda’s has introduced more than 200 unique fruits and vegetables to the U.S. marketplace. 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 Frieda’s daughters, Karen Caplan and Jackie Caplan Wiggins, in Orange County, California. Find Frieda’s on Facebook, @FriedasProduce and Inspire. Taste. Love.