Frieda’s Announces Brand Relaunch, Debuts New Logo and Visual Identity at PMA Fresh Summit

Specialty produce brand gets a fresh new look geared toward millennial shoppers

Frieda's Specialty Produce

LOS ALAMITOS, CA (October 2015) – Frieda’s Specialty Produce is unveiling its new brand at the 2015 PMA Fresh Summit in Atlanta, Georgia, at booth #2546. The launch includes a new logo and fresh visual identity for the 53-year-old specialty produce company, and showcases its brand new look and packaging on many of its products.

Working closely with Florida-based strategic branding consultants Edmundson Martin, Frieda’s conducted a consumer insights initiative, competitive analysis, and in-store reviews.

“We learned that Millennials crave new food experiences and favor brands that engage them, and we believe that our new brand connects with this generation of culinary enthusiasts in a more authentic way,” says Karen Caplan, President and CEO of Frieda’s Specialty Produce. “Our new brand has a fun, young vibe that appeals to Millennials without alienating Baby Boomers.

“Our company’s fun and quirky personality really shines through in our new look. It has a sense of humor and is very approachable, which helps with the unusual nature of many of our specialty fruits and vegetables,” says Caplan.

Frieda’s booth will also feature a sampling of produce-flavored craft beers to encourage visitors to stop by and have a look at the new brand.

“We’re really excited that our brand is positioned to grow the category, and to inspire new food experiences for friends, families, and new food lovers everywhere,” adds Caplan.

About Frieda’s Inc.

Frieda’s Specialty Produce celebrates a 53-year legacy of inspiring new food experiences for friends, family, and food lovers everywhere. Credited with introducing more than 200 specialty fruits and vegetables to U.S. supermarkets, Frieda’s has helped introduce unique items like Stokes Purple® Sweet Potatoes, Sangria Artichokes, Habanero Peppers, Sunchokes®, and Organic Finger Limes. Founded in 1962 by produce industry icon Dr. Frieda Rapoport Caplan, subject of the 2015 documentary “Fear No Fruit,” the family company is now 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.