Frieda's celebrates 60 years of purple
What does the founder of Frieda's, the late Frieda Rapoport Caplan, and the Pantone Color of the Year, Very Peri, have in common? They both are known for displaying a joyous attitude and dynamic presence that encourages courageous creativity and imaginative expression.
Sometimes two very different points in time can feel very similar. As Frieda’s looks to celebrate 60 years in business in 2022, the company cannot help but notice that as the global pandemic begins to wane, the opportunity that lies ahead does not feel dissimilar to the world of possibilities that were unlocked as Frieda first opened her business Produce Specialties, Inc. on the Los Angeles Produce Market. The company was renamed Frieda’s, Inc. in 1990.
“Success came because I never saw obstacles,” once claimed Rapoport Caplan. She courageously took on purple as her brand color when she opened the doors of her business. What is even bolder is that marketing produce at that time was a male-dominated industry — some say it still is. Thus, the overall decision to choose purple embodied courage and innovative thinking, but resulted into something truly beautiful.
According to the official pantone website, the PANTONE 17-3938 Very Peri was chosen because it is a symbol of both the global zeitgeist of the moment and the transition we are going through today. As we emerge from an intense period of isolation, our standards are changing, and our physical and digital lives have merged. Very Peri encompasses the qualities of the blues with a violet-red undertone, displaying a spritely, joyous attitude and dynamic presence that highlights the expansive possibilities that lay before us, just like Frieda Rapoport Caplan did.
Frieda’s has always been about creative solutions that inspire shoppers to embrace colorful, healthy & delicious eating. Call your Frieda’s account manager today for ideas on how your stores can take advantage of this fun color of the year and create displays for shoppers that will have them coming back for more. You can find Frieda’s on Facebook, @FriedasProduce and Friedas.com.
