This summer, Frieda’s Specialty Produce once again solidified its reputation as an innovator in the distribution of more than 600 exotic fruits, gourmet vegetables and unique companion items with the introduction of purple snow peas from Guatemala.

“A friend brought them to the attention of Frieda’s,” said President and Chief Executive Officer Karen Caplan. “It’s a great color contrast.”

The company was founded by Dr. Frieda Caplan, the first woman to own a produce company in the United States. The industry icon was one of the first wholesalers to attach her brand to produce items and successfully market specialty fruits and vegetables to American consumers.

Alex Jackson, seen here in a screen shot of a YouTube video, represents the third generation of women in leadership positions at Frieda’s Specialty Produce. Jackson currently serves as an account manager in the sales department. (Photo courtesy of Frieda’s Specialty Produce)Still a woman-owned family business, second generation Karen Caplan and her sister Jackie Caplan Wiggins, who serves as the company’s vice president and chief operating officer, spearhead operations from their headquarters in Los Alamitos, CA.

Karen Caplan’s daughter, Alex Jackson, is the vanguard of the company’s third generation of leaders. Jackson serves as an account manager in the sales department. “It’s exciting,” said Caplan of her daughter’s involvement and legacy.

The peak season for purple snow peas is October through May. “They are a good source of vitamin C,” Caplan said. Product packaging features a brightly colored label that also contains point-of-sale information. A special waterproof sign has also been designed to call out the purple snow peas in the produce department.

Purple is the company’s signature color. Frieda’s recognizes the “Power of Purple” on its website, with other colorful items such as purple asparagus and champagne grapes. “Stokes purple sweet potatoes are back in season,” Caplan told The Produce News. “They are just amazing. The mouth feel is fantastic.”

The eye-catching sweet potatoes are purple inside and outside. “This is our third year with Stokes,” Caplan added. Offered in 15- and 40-pound bulk as well as 12- and 3-pound mesh bags, she said, “They’re flying off the shelf.” Caplan characterized the sweet potato’s flavor as “intense.”

As for consumer acceptance, she couldn’t be happier. “Consumers just go crazy for them,” she said.

Caplan offered a unique insight about the relationship between California’s ongoing drought and changes in consumer shopping habits.

“More and more, with concern about the California drought, there’s more interest in a plant-based diet,” she stated. Consumers, particularly those in the Millennial generation, have taken the message — make half your plate fruits and vegetables — to heart and are exploring their culinary options with Frieda’s extensive product line.

“It’s a home run with Millennial shoppers,” Caplan said of the outcome.