As retailers look to drive repeat visits and build baskets this holiday season, Frieda’s is encouraging partners to take a closer look at growing opportunities within multicultural produce.

Christmas is a key moment when many Hispanic shoppers seek ingredients for meaningful family traditions, including classic dishes such as ponche navideño. When these items are merchandised with intention and an eye toward convenience, retailers signal that they understand what matters most to the communities they serve.

But effective multicultural strategies go beyond seasonal displays. Shopper research shows that success starts with the everyday assortment — tropical roots, leafy greens, citrus varieties and the full pepper spectrum that Hispanic households rely on year-round. For many families, these are not niche or occasional purchases but staples.

“The retailers who grow with Hispanic shoppers are the ones who commit to a thoughtful everyday assortment and inspiring in-store experiences,” said Alex Jackson, vice president of sales and marketing at Frieda’s. “Holiday meals are one thing. Helping every shopper feel seen and supported in their weekly trips is a sure path to long-term trust.”

Frieda’s also emphasizes the importance of inspiration at the shelf. Rather than focusing solely on traditional recipes, effective point-of-sale signage encourages curiosity and exploration. Simple guidance can spark trial when shoppers encounter an item for the first time and helps create a more welcoming experience for all shoppers, regardless of their familiarity with a particular cuisine.

An omnichannel presence is also crucial. Shoppers want consistency between what they see online and what they find in store, creating opportunities for retailers to deepen trust and expand engagement.

As one of the most experienced specialty produce companies and one of the fastest-selling brands in the category, Frieda’s continues to invest in programs that help retailers meet evolving shopper expectations. New initiatives launching in 2026 are designed to support multicultural strategy and broader category growth with practical guidance and merchandising tools.

“Retailers do not have to choose between cultural relevance and their business goals,” Jackson said. “When the assortment is right and the inspiration is clear, you build loyalty that lasts long after the holidays.”