“In the United States, passion fruit is grown in California and Florida, but this time of the year is a non-peak period. Although passion fruit is available most months of the year, the peak time for the US is June, August and September”, says Karen Caplan, President & CEO of Frieda’s Specialty Produce. Once the New Zealand season kicks in, supplies will get better. Their season runs from February until July. There are two commercially grown varieties of passion fruit: purple and yellow. This article talks about the purple variety.For more than four decades, Frieda’s Specialty Produce has worked to develop a strong US customer base. In order to meet all its clients’ needs, Frieda’s also depends on sourcing outside the US. The outside appearances and flavor profiles of the passion fruit from the different growing regions all vary and as a result, Frieda’s imports passion fruit from New Zealand.
“Passion Fruit really hit its stride about ten to fifteen years ago when it became an important juice ingredient. Beverage companies started pairing it up with mango and other fruit flavors. Consumer recognition really took off once beverage companies started mentioning passion fruit on the product label”, says Ms. Caplan. Passion fruit can also be used in blender drinks or to top ice cream.
As a result of high domestic demand, Frieda’s distributes all of its product within the US. Food retail is a big client of Frieda’s as most retailers include fresh passion fruit as a part of their tropical fruit sections. The fruit is shipped as far north as Alaska and as far south as Florida. Frieda’s also supplies wholesalers and foodservice distributors across the US.
The biggest challenge for Frieda’s has been to educate produce buyers and managers as well as consumers about passion fruit. “Its appearance when the fruit is at its peak of flavor has been our biggest challenge. As a pioneer, we decided over twenty years ago to add the phrase ‘Ripe when Wrinkled’ to all of our passion fruit labels”, says Ms. Caplan.
For more information:
Frieda’s Specialty Produce
www.Friedas.com