Women in Produce — Sarah Frey
The same courage that propelled Sarah Frey to build a thriving produce business is what ultimately compelled her to share with the world how she did it.
Frey is the founder and CEO of Keenes, Ill.-based Frey Farms, a major supplier of melons, pumpkins, squash, sweet corn and more from seven states. Frey started the company in 1992.
Last year, she released a book called “The Growing Season: How I Built a New Life – And Saved an American Farm.” Frey’s story is also being made into a TV series.
“For me, it was much easier throughout my life not to share the fact that it wasn’t always easy and that there were some struggles along the way,” Frey said. “At some point in that process, I began to realize that sometimes when we share our story it can really benefit others and make meaningful, impactful changes to their lives.”
One recommendation Frey makes is for people to just get started on whatever they want to do or build.
“I learned very young to speak up and ask for what I wanted, and I learned that you normally don’t get what you want unless you are willing to ask for it,” Frey said. “Oftentimes that can be a challenge for people because you’re thinking to yourself, ‘If I ask, what are they going to think?’ Or, ‘What is the response going to be?’
“I just sort of simplify that into one message, and that is, they can’t say yes if you don’t ask,” Frey said.
Produce industry consultant Paul Fleming first met Frey when she was just 24 years old and already a major supplier of eastern cantaloupes, watermelons and pumpkins to Walmart and other retailers.
“I have known Sarah for over 20 years, and I am still amazed and impressed by her drive and insight,” Fleming said. “Her energy and focus on the business are compelling, but her greatest strength is the ability to personalize and ingratiate everyone that she meets. Her personality and the way that she conducts herself just makes you like and respect her, and that attribute also makes buyers want to do business with her. It is a cliché, but she always makes you feel like you are the only one in the room.”
Fleming also praised Frey’s measured approach to building her company.
“Sarah is intent on growing her business but manages that growth with her ability to supply a consistent quality product,” Fleming said. “She has always been careful to ensure that she was expanding acreage to match demand and not be in a position of having to look for customers to cover excess acreage. This strategy has allowed her to maintain a strong market position.”
Fleming described Frey’s leadership style as one of involvement, personal interaction, encouragement and sensitivity.
“All of her key people, including her four brothers, are still with her and have been for years,” Fleming said. “This is a testament to her management skills.”
Frey’s list of accomplishments is long, but she said her proudest ones are sons Will and Luke.
