Frieda’s Branded Produce Discusses Holiday Promotions; Alex Jackson Comments

LOS ALAMITOS, CA - Frieda’s Branded Produce is a leader in supporting retailers with digital assets, recipes, and merchandising support. For the holidays, Frieda’s aims for a ready-to-go toolkit that drives engagement, trial, and incremental sales. I turned to Alex Jackson, Vice President of Sales and Marketing, for the details.

“We collaborate closely with our retail partners to plan promotions that drive both units and margin across three key Thanksgiving categories. Sweet Potatoes take center stage with our eye-catching Stokes Purple® display bins that inspire shoppers and bring a pop of color to the department,” Alex began. “Our Specialty Onions lineup adds depth and variety to traditional holiday cooking, while our Wet Veg category—featuring ready-to-merchandise items like Watermelon Radish, Sunchokes, and our line of chicories—offers retailers easy wins during a busy season. Since holiday floor space is always at a premium, we focus on the ‘easy lifts’—high-impact, ready-to-grab packaged items that surprise and delight shoppers, move quickly, and stay on trend with what consumers are seeing online and on restaurant menus.”

As Alex relayed, the brighter the display, the longer shoppers linger. Frieda’s helps by making holiday merchandising easy. Stokes Purple is a natural shopper magnet, and the supplier has holiday display bins that feature bold graphics, photos, and QR codes for holiday recipe inspiration. They set up fast and create a visual anchor that boosts peak season sales.

“Cross-merchandising is always a good strategy. Think pie ingredients near the Stokes Purple potatoes; Kumquats and pink lemons near the bubbly; or onions with stuffing mixes, turkey brines, and seasonings. Shoppers are curious, but cautious. Clear signage, recipe cards, or a simple ‘Swap these in!’ message can turn their hesitation into action,” Alex explained.

Frieda’s research shows that a quarter of United States consumers are rethinking Thanksgiving entirely, with 40 percent adding plant-based or lighter sides to their menus.

“Millennials and Gen Z are responsible for nearly 60 percent of holiday spend, and those shoppers seek variety, health, and authenticity. Frieda's has long been ahead of those trends,” Alex concluded. “People like to be creative in the kitchen. Produce should support them as they try new things. The Frieda’s holiday lineup makes Thanksgiving even more memorable by offering color that can stop shoppers and flavor that earns repeat purchases.”

I am all for bringing more color to holiday tables, and I know many fellow consumers who would say the same. As your shoppers go in search of seasonal standouts, be sure to have Frieda’s products front and center.