Meet An “Amazing” Who Revolutionized The Produce Market

Frieda Caplan, at 96, may no longer go into her office at Frieda’s Inc. every day, working often from home, but she is still the inspiration for the first wholesale produce company in the US to be founded, owned and operated by a woman (back in 1962). Frieda is responsible for introducing many exotic fruits and vegetables to the American marketplace that have since become part of our regular fare--kiwifruit, snap peas, mangos and spaghetti squash.

Frieda’s success is in large part attributed to her innovative approach. She would include captivating descriptions and instructions for handling and preparing the produce with the fruit/vegetables she sold, thus making them interesting and accessible to consumers. Her daughters proudly carry on the tradition.

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