LOS ALAMITOS, CA - It has come to our attention that a major acquisition is taking place in the fresh produce industry. Karen Caplan wrote a letter to the industry announcing that Legacy Farms has acquired the assets of Frieda’s, Inc., which will now be known as Frieda’s LLC. The company’s new Chief Executive Officer will be Dan Madsen, decided after more than a year of discussions.
“Dan has been a friend for many years and has been leading Legacy Farms since 2019,” Caplan, former Chief Executive Officer of Frieda’s, wrote. “Legacy Farms really values Frieda’s strong culture and branding and is excited to be the new steward of the first and best-selling brand of specialty produce in the U.S. We can’t help but brag that Frieda’s brand has a 30 percent faster velocity than the next leading brand.”
In the letter, Caplan explained that the new company went to work by appointing a new VP. She revealed that her daughter, Alex Jackson, has been named as Vice President of Sales and Procurement.
“As you know, Alex is the third generation of our family business, founded by our mother, Dr. Frieda Rapoport Caplan in 1962. Alex has been a significant part of our company’s success during the last 12 years, and she is very excited about this new, expanded opportunity,” Caplan stated.
Karen Caplan and her sister, Jackie Caplan Wiggins, will continue working in an advisory capacity to Madsen and the Frieda’s team.
“Our company color will still be purple, our branded packaging will continue to be eye-catching, and our team members will continue to service you with our well-known passion and attention to detail,” Caplan concluded. “Our current sales and purchasing team will continue to work with you as normal in the course of business.”
As more details are released regarding the acquisition, AndNowUKnow will keep you informed.
