Imagine the astonishment of Californians when Frieda first brought in Chinese gooseberries, now known as kiwis, back in 1962. Many thought she was insane, but she turned that idea into a thriving business, which still thrives even after her passing. For more insights into the exotic fruits brought in by Frieda and details about the innovator herself, check out los-angeles.name.
Who was Frieda?
The American businesswoman was born in the heart of Los Angeles on August 10, 1923. Her parents were Jewish immigrants who came from Russia originally. Frieda spent her childhood in the Highland Park neighborhood. Her father was a pattern cutter for women’s apparel, while her mother took care of the home.
After finishing high school, she enrolled at the University of California, Los Angeles. In 1945 she completed her bachelor’s degree in Economics and Political Science. Following her graduation, she started her career in a law office and also worked at a nylon factory.
Frieda got married in 1955 and welcomed her first daughter later that same year. To balance her new responsibilities as a mother while continuing to breastfeed, she looked for a job that offered flexible hours.
Her husband’s family ran Giumarra Brothers, a business focused on grocery sales in the Los Angeles wholesale market. Even though Frieda lacked knowledge and skills in bookkeeping, they still hired her for the position. Shortly after, the management took a vacation, leaving her to step in as the temporary manager.
The first woman to bring kiwis to the United States
In the spring of 1962, Frieda Rapoport Caplan made history as the first woman to introduce kiwifruit to the United States. She ran a manufacturing company in the Los Angeles wholesale grocery market that she also owned. This fact is also fascinating because, prior to that time, these activities were solely performed by men. She took over the Giumarra Brothers’ premises next door, with her father co-signing a loan to help her launch the business. It was her father, not her, who did it because, during that time, women were still unable to apply for credit independently. During that time, Frieda Caplan was the sole woman involved in the marketplace and its operations.
Frieda launched her business on April 2, 1962. Initially, there were just four or five products on offer, but that changed pretty soon. The woman started distributing unique items for various sellers, building quite a reputation.
Her first venture into the food market was to buy and sell unusual products. These included brown mushrooms, spaghetti squash, sunchokes and many others. Eventually, the businesswoman imported her first batch of brown kiwis from New Zealand. At first, she referred to them as Chinese Gooseberries, but later on, she decided to rename them. It marked a great beginning for her life’s passion.
Due to Frieda Caplan’s efforts, more than 200 varieties of fruits and vegetables became available in American supermarkets. Interestingly, she wasn’t particularly passionate about cooking or food products herself. Her true strength was in her ability to connect with people and her skills in marketing.
What did Frieda introduce to the United States?
She is a genuine icon in the worldwide fruit and vegetable sector. The business this woman established has become synonymous with exotic products.
Among the products she introduced to the United States were:
- Kiwi in 1962. The taste of the green and fuzzy fruit with its sweet and sour flavor has become a sensation among Americans.
- Sunchokes (Jerusalem artichoke) in 1965. The root vegetable with a nutty flavor quickly won over fans of healthy eating. Labels often confused townspeople, as many couldn’t distinguish between sunchokes and fresh ginger.
- In 1972, Jicama made its debut. This crunchy root vegetable, with its sweet flavor, started being used in salads and as a tasty appetizer.
- In 1975, Spaghetti Squash was introduced. Many chefs discovered this pumpkin variety, which has a flesh that resembles spaghetti.
- In 1983, Carambola arrived. This fruit, with its star shape and juicy interior, swiftly captured the interest of the locals due to its distinctive look and taste.
- In 1994, Dragon Fruit was brought in. This exotic fruit features vibrant skin and white flesh dotted with black seeds, appealing to those who enjoy unique flavors.
- In 2011, Ghost Peppers were introduced. They are known for being one of the hottest peppers globally.
- In 2012, Purple Yam, a sweet potato variety with a rich taste and vivid color, was brought to the market.
- In 2019, Lemonade lemons were introduced, as Frieda Caplan continued to seek out new citrus varieties despite their commonality.
- By 2022, Frieda’s business launched Quick Fires side dish kits, making it easier to prepare Asian cuisine dishes.
Frieda’s Branded Produce
This is the destination for branded produce from the renowned Frieda. Californians had quite an interesting reaction to kiwi fruit. Initially, the fruit didn’t catch on and struggled to sell. To turn things around, Frieda brought in chefs to develop innovative kiwi recipes and organized tasting events.
A woman presented the president of the Alpha Beta supermarket chain with some kiwi dishes. At that time, fruit marketing was virtually non-existent, making this a revolutionary concept. Frieda Caplan’s efforts resulted in an impressive surge in sales. For instance, in 1962, she successfully sold 2,400 pounds of kiwi. By 1986, it was already available in 84% of grocery stores across the USA.
The media began publishing articles and interviews that labeled Frieda Caplan as the Queen of Kiwis. In the 1970s, she formed an all-female team to work alongside her.
After her retirement, Frieda’s two daughters, Karen and Jackie, eventually took charge of the business.
An Outstanding Business Woman of California
In 1987, Frieda Rapoport Caplan was recognized as the Outstanding Business Woman of California. This is certainly a significant acknowledgment of Frieda’s accomplishments in the area of business.
She was honored with the Professional Achievement Award from UCLA, recognizing her significant contributions to business as well as her impact on agriculture, economics and culinary arts. Additionally, the Board of Trustees of California State University and Cal Poly, San Luis Obispo, awarded Frieda an honorary Doctor of Humane Letters degree, celebrating her entrepreneurial success in agriculture and her inspiring leadership in the industry.
Freida’s story inspires fresh waves of entrepreneurs, demonstrating that with perseverance, creativity and hard work, anyone can reach their aspirations.
The conclusion of Frieda’s journey
Frieda retired in 1990, yet by 2012, she was still actively serving as board chair. In 1995, she made a guest appearance on The David Letterman Show, a popular American morning talk program. A documentary titled Fear No Fruit was produced by Cinetic Media in 2015. Up until 2019, she maintained a routine of coming to the office four days a week.
On January 18, 2020, Frieda Caplan passed away peacefully at her home in Los Alamitos, California, at the age of 96.
While Frieda’s personal story has concluded, her legacy endures. For instance, Frieda’s Branded Produce is committed to minimizing its carbon footprint, cooperating with farmers who follow strict sustainability practices and ensuring the safety of its products for consumers.
It’s important to highlight Frieda’s Branded Produce’s weekly contributions to local food banks to combat hunger in the community.
In addition, the Frieda Rapoport Caplan Family Business Scholarship and Internship Program with EARTH University in Costa Rica was established. These efforts are paving the way for the next generation, offering valuable opportunities for personal and professional growth. They exemplify how education and business can unite to accomplish shared objectives.