Frieda’s Playful Branding

Fresh Fruit Portal stopped by Frieda’s booth to chat with our president and CEO Karen Caplan at Produce Marketing Association Fresh Summit in Atlanta this October.

It seems everyone is rebranding these days. With a new logo here, a packaging twist there, new product lines and social media endeavors, these exercises can respond to changes within a company or its customers. In the case of Frieda’s Specialty Produce’s new “,’ it’s the latter, appealing to a younger demographic.

“We want to be playful, fun, and engaging,” said CEO Karen Caplan, who certainly fits the bill.

Karen fits the bill alright.

Frieda's Specialty Produce - Fresh Fruit Portal - Karen Caplan

Courtesy of Fresh Fruit Portal

Read the complete interview here.