Frieda’s Branded Produce's Alex Jackson Talks Industry Trends and The Consumer Experience

ANAHEIM, CA - The upcoming Global Produce & Floral Show gives us here at AndNowUKnow an opportunity to dive into the fresh developments, growth strategies, and inspiring ideologies that make fresh produce so great. As we continue this exploration in the lead-up to the 2025 event, a recent conversation with Frieda’s Branded Produce’s Alex Jackson, Vice President of Sales and Marketing, revealed how we can influence industry trends and demand by truly tapping into the consumer experience.

What are you most looking forward to about this year’s Global Produce & Floral Show?

“We are thrilled to welcome the global floral and produce industry to our backyard. With our facility 11 minutes away from the convention center, the week will not only be filled with tours and meet-and-greets, but our entire team will be able to show our passion for what we do at our booth and on the show floor.

This year, we are spotlighting the experience of working with Frieda’s and our family of companies. We do it with passion, and in a way that meets our clients' individual needs, as well as what consumers are looking for when walking through the produce department or dining at a restaurant. We take our clients’ strengths, identify opportunities for growth, and work together to bring specialty produce to market in a way that inspires new food experiences while increasing unit sales, something every retailer and distributor is challenged with right now. We welcome everyone to stop by our backyard for a true Frieda’s experience at booth #939!”

How can our industry both harness and influence the trends of today in favor of fresh produce?

“For retail, trends in the produce department are often determined by the vision of a Category Manager or the amount of supply available to the market. When we only think of trends through a product-focused lens, we limit the possibilities of what experience we can create for the consumer. Looking at trends through an experience lens creates limitless possibilities to innovate, move more units, and increase produce consumption.

In the foodservice space, chefs create trends—not only by the products they feature, but by the theater they create in their restaurants and in their dishes. The Shishito example is one we use time and again: it wasn’t just the product that consumers were intrigued by, it was the way in which the chef prepared them, the way they served it, and the way they encouraged diners to eat it.

This is what Frieda’s is focused on: harnessing the consumers’ lens, the strengths in supply, and the capabilities of the retailer or foodservice operator to create theater for consumers and a great business experience for our clients.”

How does the Global Produce & Floral Show support the growth of Frieda’s and the overall produce industry?

“IFPA’s Global Produce & Floral Show provides the opportunity to show the industry what your company stands for. Whether it is showing existing clients a great experience to remind them of why you’re their partner, a potential supplier why they should supply you, a competitor what makes you different, or a consumer why they should buy your products. Everyone at the show is a consumer, and it’s the largest stage for U.S.-based produce companies to show off our prowess at a global level.”

Get to know the passionate team at Frieda’s Branded Produce at booth #939 during IFPA’s highly anticipated Global Produce & Floral Show. In the meantime, keep checking ANUK for the latest show updates!