Frieda's Specialty Produce Co. in Los Alamitos, CA, has been supplying chefs with products perfect for foodservice professionals for decades. From the introduction of the shallot in 1962 to Haba?ero peppers and sugar cane swizzle sticks in the 1990s to recent exclusives like colored soy sushi wraps and pre-peeled fresh coconuts, Frieda's products have made a splash in the foodservice industry.

Now, to keep up with the growing demand for its wow factor, Frieda's has entered a new partnership with Fresh Connect LLC, a sales and marketing organization that specializes in providing the foodservice industry with innovative produce ideas and solutions. Fresh Connect will now represent Frieda's product portfolio to foodservice professionals across the United States.

"Our new relationship with Fresh Connect will further allow Frieda's to bring the same innovation leadership to the foodservice industry that we have provided to the retail trade for 46 years," Karen Caplan, president of Frieda's, said in a press release. "What will be the next kiwifruit? Ask Frieda's."

Fresh Connect's blend of experience and passion allows the firm to directly connect the fresh produce industry to foodservice marketing channels. In promoting the "Frieda's" brand, Fresh Connect will service strategic U.S. geographic regions. The expanded sales force will add support on a regional and national basis, calling on chains and distributors.

"Our association with Frieda's is strategically on target with our philosophy of only taking on clients that are best in class," said Andy Siegel, president of Fresh Connect. "We strive to provide end users with innovative products and world-class ideas, which result in growing [restaurant] sales."

The Fresh Connect team dedicates itself to meeting challenges and presenting new growth opportunities for the firm's clients. Other Fresh Connect clients include Gill's Onions, Prima Bella Farms, Chiquita Bananas/ Fresh Express and Herbal Gardens.

With the addition of the Fresh Connect team, Frieda's expands its foodservice support, which already includes an extensive food-safety program, direct and consistent sources of supply, and numerous in-house services such as consolidation, air-freight, drop shipping and 24-hour rush programs. Along with the logistical benefits, Frieda's can provide restaurant and distributor clients with the ability to be ahead of trends and have the most innovative menu ideas.

Frieda's also offers chefs and distributors a bi-weekly newsletter. Frieda's Crop Connection features new and up-and-coming products, seasonal opportunities, market conditions and crop updates. Frieda's Crop Connection provides all produce decision makers with timely information and can be obtained by e-mailing a request to [email protected].

"Frieda's believes that the restaurant industry is about innovation and the ability to consistently deliver unique items to keep customers coming back," Ms. Caplan said in the release. "Our alliance with Fresh Connect offers the trade an aggressive and reliable source for specialty ingredients, signature items to be developed into a main dish, and the consistency of source for keeping menus fresh and diners enthused."

Frieda's mission of being "Original. Reliable. Inventive." is perfectly aligned with the priorities of the foodservice industry. Now, with Fresh Connect's support and extensive industry knowledge, Frieda's will continue to develop and discover new products to ensure that the foodservice industry is on the cutting edge of creativity.