Frieda’s Inc. is offering to help retail customers merchandise specialty fruits that work in displays celebrating upcoming Jewish holidays.

Frieda’s encourage Jewish holiday retail promotionsThe Los Alamitos, Calif.-based distributor states it can provide retailers high volumes to help them create Jewish holiday destination displays in their produce departments.

It is a Jewish tradition to try a new fruit in the “new year,” according to a Frieda’s news release.

“Many of our retailers who serve Jewish consumers request an extensive variety of tropical and unusual fruits for their Rosh Hashanah displays, so we realized they were on to something,” Karen Caplan, Frieda’s president and chief executive officer, said in the release. “We can barely keep supplies of tropical fruits in stock — they are flying off the shelves.”

The celebration of the Jewish New Year, Rosh Hashanah begins at sundown on Sept. 4 and remains an opportunity for retailers to merchandise a variety of specialty fruits including cherimoya, dragon fruit, organic finger limes and Asian and ya pears, according to the release.

It’s also a good time for retailers to merchandise the traditional Medjool dates, raisins on the vine, pomegranates, pomegranate arils and wild honeycomb, according to the release.

Yom Kippur starts at sundown on Sept. 13 and ends on Sept. 14.