Frieda’s Specialty Produce celebrates its 59th Anniversary today April 2 with the release of a new children’s book titled Try It! How Frieda Caplan Changed the Way We Eat.
Authored by Mara Rockliff and illustrated by Giselle Potter, the book celebrates the life of Caplan—the produce pioneer who helped change the way Americans eat by helping introduce new foods to the United States—from baby carrots to blood oranges, kiwis and more.
“TRY IT! is what Frieda Caplan did,” says Mara Rockliff, the book’s author. “When she started selling produce in the 1950s, no women were doing what she did. She could have given up and gone home, or she could have followed the men’s lead and sold the same old apples and bananas and potatoes and tomatoes. Instead, she tried something new and changed the industry.”
Try it! is about Frieda Caplan, a pioneer in produce and founder of Frieda's Specialty Produce, who helped change the way Americans eat.
Frieda was credited with differentiating her products and building her niche through the clever use of product naming, clear labeling, customer education and interesting recipes, all of which remains deeply entrenched in the company’s ethos.
“My mother always believed in thinking outside the produce box,” says Karen Caplan, CEO and president of Frieda’s Specialty Produce. “My favorite story is how she was approached by a produce manager to locate what is now known as kiwifruit. She managed to get the first shipment on grocery store shelves, and, as they say, the rest is marketing history.”
The book has already received rave reviews and can help inspire little ones in your life.
April 2 is also Love Your Produce Manager® Day which is a day to recognize the work done by the unsung heroes of produce and honor their knowledge, hard work and ability to go above and beyond.
For more information:
Srishti Handa
Frieda's Specialty Produce
Tel: +1 (323) 496-2837
Srishti.Handa@friedas.com
www.friedas.com