Frieda’s Branded Produce has been inspiring colorful, healthy and delicious eating for families, and food lovers everywhere since 1962. We market and distribute more than 100 different varieties of fruits and vegetables to supermarkets, foodservice, and wholesalers across North America.

Founded by produce industry trailblazer Dr. Frieda Rapoport Caplan, subject of the 2015 documentary “Fear No Fruit,” we have introduced more than 200 unique fruits and vegetables to the U.S. marketplace from kiwifruit to dragon fruit and from Stokes Purple® sweet potatoes to habanero peppers.

Find Frieda’s on Facebook, @FriedasProduce, and Friedas.com.

Inspire. Taste. Love.

Food & Beverage

Grocery

Retail

Frieda's Branded Produce

Frieda's Branded Produce's headquarters in Los Alamitos, CA, United States

Dan Madsen

Celina Alva

Alex Jackson

Michael Sanders

The Procurement and Sales Team at Frieda's Branded Produce is responsible for sourcing a diverse range of unique fruits and vegetables from growers around the world and ensuring their availability to meet market demand. This team manages vendor relationships, negotiates purchase terms, and collaborates closely with the sales division to distribute products to supermarkets, foodservice providers, and wholesalers across North America. Their strategic efforts help inspire colorful, healthy, and delicious eating among families and food lovers.

Procurement and Sales Team

The Leadership Team at Frieda's Branded Produce, comprising the CEO, Chief Financial Officer, and Vice President of Sales and Procurement, is responsible for setting strategic direction, overseeing financial health, driving sales, and managing procurement operations to ensure the company’s continued growth and its commitment to introducing unique, delicious produce to the U.S. marketplace.

Frieda's Branded Produce

Org chart

Teams

Procurement and Sales Team

Leadership Team

Offices

Frieda's Branded Produce

Org chart

Teams

Procurement and Sales Team

Leadership Team

Offices

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