Letter: 'Frieda put a dent in the produce universe'
Tim York, Markon Cooperative
The recent death of Frieda Caplan reminds me of how much has changed in the 40-plus years I have worked in the produce. It too reminds me how much we all owe to Frieda for the business we love today.
Rightfully hailed as a trailblazer, Frieda was more than just the creative force behind kiwi and specialty produce, and that message shouldn't be lost to the generations in produce today. As Steve Jobs might say, "Frieda put a dent in the produce universe."
Frieda's eldest daughter Karen tells stories of the early years. It's hard to fathom what she faced when, for example, she and Carl Fields, the African American sales manager for Monterey Mushrooms, would stand alone in a corner of a reception or industry event. People weren't all that interested in talking with a woman or a person of color.
When we put the first female buyer on Markon's purchasing desk in 1991 — she was a potato buyer — we had suppliers call and tell me they didn't want to work with a woman. My response: tough luck, we're the customer, get over it.
One of our first inspectors was a petite and fiery Jewish woman named Nora. She proved that she could keep up or even exceed the performance of any man doing the same job. Sometimes it required she carry a small ladder with her and she did a great job. On behalf of Johnna, Nora and all that followed them, thank you, Frieda!
Our sales and purchasing office of 28 employees includes 13 women. Of our total 63 employees, 19 have Spanish surnames. We are a better company due to our commitment to diversity. Thank you, Frieda for paving the way!
I wasn't around when Frieda first brought kiwi to the U.S., but I do remember in the late '70s the purple sheet coming in the mail every week highlighting the selection of specialty fruits and vegetables. At H Hall we copied that idea and mailed a weekly update on commodity products to our customers. On the back was a printed item list so we could call and give the customer a quick price rundown. Thank you Frieda for your creative genius!
I remember too, about that same time, the introduction and fad of spaghetti squash, led by, yes, Frieda. Frieda taught us that customers would try new items, but needed to know how to use them. So she attached stickers with cooking and usage ideas. Rich Dachman's Brighter Bites program is demonstrating Frieda's wisdom — with training on preparation, the average family in the program consumes 19 more servings of produce weekly. A potentially healthier America and more interesting palate is her legacy. Thank you, Frieda!
Much has already been written and captured on film of Frieda's legacy, so thank you for allowing me to share some of my observations as well. May we all be inspired as she was to "put a dent in the universe."
Related content:
'She made something from nothing' — Industry remembers Frieda
Frieda Caplan: A legacy of so much more than kiwifruit
UPDATED: Industry pioneer Frieda Rapoport Caplan dies
