Frieda’s adds buyer, starts campaign

06/20/2014 10:34:00 AM
Melissa Shipman

Los Alamitos, Calif.-based Frieda’s Inc., hired Marc Jimenez, formerly with U.S. Foodservice, as a buyer, according to Karen Caplan, Frieda’s president and chief executive officer.

In addition, the company launched its Scary Fruit campaign to encourage consumers to try fruit they’ve perhaps been intimidated to purchase before.

“Based on the response from the retail trade since we announced both of them, we are onto something big. We cannot keep most of our exotic and tropical fruits in stock,” Caplan said.

The company is launching a purple snow peas product, grown in Guatemala.

The snow peas will be offered in 10-pound loose boxes and 6-ounce bags.



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