Whole Foods Markets will celebrate Los Alamitos, Calif.-based Frieda’s Specialty Produce during its Women Makers Raising the Bar campaign.
The timing coincides with International Women’s Day on March 8, highlighting the accomplishments of notable women, according to a news release. In the U.S., Women's History Month is in March to coincide with the holiday.
Founded by produce industry trailblazer Frieda Rapoport Caplan, the company is owned and operated by Caplan’s daughters, Karen Caplan and Jackie Caplan Wiggins.
Frieda’s will be a focal point in the produce department as a “Female First” for being a female-led company that has introduced more than 200 fresh produce items to the U.S. since 1962.
Nationwide, Whole Foods stores will promote 14 types of bulk and packaged specialty produce, including dragon fruit, kiwano melons, mandarinquats and jackfruit.
“We are thrilled to be celebrating our women-owned, women-led culture with one of our top clients,” Alex Berkley, Frieda’s sales director, said in the release. “It’s magical when our story and values are completely intertwined with the DNA of those that we service.”