Frey Farms seeks expanded distribution

Frey Farms offers both functional and better-for-you beverage options, with ambitions to grow distribution throughout the country.

The company’s Tsamma watermelon juice offers hydration and also high levels of the antioxidants lycopene and arginine, the amino acid L-citrulline, potassium and vitamins A, C and B, according to the company.

In addition, Frey Farms offers Sarah’s Homegrown, a better-for-you line of fresh beverages, that are able in agua frescas, teas, and lemonades, with flavors that include Strawberry Lemonade, Mango, Watermelon, Lime Mint, and Pineapple Coconut.

Hilary Long, vice of sales an marketing at Frey Farms, Keenes, Ill., said the company is starting to grow its distribution in grocery and convenience stores over the next 12-18 months, focusing on the Southeast, Mid-Atlantic,

Northeast and parts of the Midwest, followed by the Western U.S.

The company has grown beyond its 12-ounce ready-to-drink bottle of watermelon juice to products that can serve the needs of restaurant operators.

For example, Tsamma watermelon juice was tested in Subway restaurants in Los Angeles and Orange County, Calif.

“That test, although successful in Los Angeles and Orange County, wasn’t necessarily scalable at the time on a national level,” Long said.

The company then followed up that test in 27 markets with a new beverage product that was served from a refrigerated beverage dispenser at Subway restaurants.

Frey Farms introduced agua frescas beverages in partnership with Subway.

“The tests went well, and then we did the national rollout in January 2019,” she said.

“(Subway) really wanted to bring a better-for-you product to their customers, something that was fresh, that was low-carb, lower calorie and lower sugars. That became a huge part of our business,” Long said.

While the COVID-19 pandemic changed demand for the product at Subway, Long said the agua frescas beverages are still part of Frey Farms’ strategy, despite the temporary setback.

In addition, the company will launch a functional lemonade and tea category later this year, she said.

“Pre-COVID the consumer research was still leaning towards functional immunity and hydration; it is just more so now,” she said.

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