Frieda’s Branded Produce and Family Bring Category Management Ideas for the Holidays and Beyond to IFPA Global Produce & Floral Show; Alex Jackson Shares

ANAHEIM, CA - Holiday menus are treasured traditions, but that doesn’t mean there isn’t room for something new. As the holiday season approaches, everyone is looking for inspiration to make family celebrations special. Shoppers are looking for new ideas as they make their shopping lists. Retailers and online vendors are locking down their orders and promotions. One conversation shapes the other.

In booth 743 at the IFPA Global Produce & Floral Show, Frieda’s Branded Produce is helping its partners hit a holiday hole-in-one. With a variety of specialty produce, retailers and foodservice operators can offer new, innovative ingredients and cater to holiday traditions from every culture. Frieda’s Branded Produce is ready to meet with its partners to finalize their 2026 holiday programs – and start planning for 2027 – at the IFPA Global Show.

Frieda’s is also showing why it’s the #1 selling coconut brand in the U.S. by featuring Sillies® Pop-Top Party Coconuts. The easy-to-open, drinkable coconut is a refreshing example of the brand’s value-add capabilities. It’s a great reason to stop by the booth on its own, but the Frieda’s team and colleagues from Legacy Farms and Cal-Fresco are also available to discuss contract programs across all categories and business units.

The rising costs and tight budgets of 2026 make it more important than ever for retailers and foodservice providers to align with suppliers. The right combination of quality, value, and flavors will keep customers in a festive mood that supports long-term loyalty. Frieda’s and its sister companies, Legacy Farms and Cal Fresco, have these pillars of customer experience down to a science, and they’re excited to bring this expertise to current and future partners at IFPA’s biggest event.

According to C+R Research for Frieda’s Branded Produce, 56% of shoppers want produce that feels more special than what they usually buy when cooking for the holidays. The beauty of shallots and Stokes Purple® sweet potatoes is that they fit into existing holiday recipes while adding a colorful new twist. The Stokes Purple is the #1 preferred purple sweet potato, and it’s the industry’s top-seller. Nutritious, with well-balanced sweetness and intense color, it’s a hit with shoppers during the holidays. Shallots, chicories, and citrus also elevate seasonal recipes with enhanced flavors and textures.

“People can add fun creativity and flavor to their celebration without reinventing the holiday meals they look forward to every year,” said Alex Jackson, vice president of sales and marketing at Frieda’s, in the recent release. “Shallots, boiler onions, and Stokes Purple sweet potatoes add interest to displays, and they stop shoppers who want to try something new. With some signage or smart cross-merchandising, they’re an easy add to any basket.”

Holiday traditions come from every culture. Frieda’s helps its clients cater to all of them. One example is ponche navideño, a holiday punch that’s popular in Latin American households. Frieda’s offers the highest quality ponche ingredients, like tejocote, guava and tamarind. For Chinese New Year, Frieda’s has retailers covered with Popjoys® kumquats, mandarinquats, dragon fruit, Shanghai bok choy and more.

“Our companies seamlessly deliver holiday staples across the vegetable category,” said Dan Madsen, CEO of Frieda's Branded Produce, Legacy Farms and Cal Fresco. “Frieda's brings specialty items, like Asian vegetables, that stop shoppers in their tracks and introduce new traditions. Legacy Farms and Cal Fresco bring fresh, delicious favorites like Brussels sprouts, asparagus, green beans, squash, and broccoli. With one meeting at the IFPA Global Show, our partners can start making a thoughtful plan for the whole holiday season and the coming year.”

In booth 743, Frieda’s is showing why it’s the #1 selling coconut brand in the U.S. by featuring Sillies® Pop-Top Party Coconuts. The easy-to-open, drinkable coconut is a refreshing example of the brand’s value-add capabilities. It’s a great reason to stop by the booth on its own, but the Frieda’s team and colleagues from Legacy Farms and Cal-Fresco are also available to discuss contract programs across all categories and business units.

At a time when every business is fighting for market share, be sure to visit Frieda’s, Legacy Farms, and Cal-Fresco at the Global Show expo, October 15-16. They’re excited to work as your category management partner and help you achieve your sales goals. Visit friedas.com to contact the Frieda’s sales team in advance or to check out other trending produce items for the holiday promotions and 2027 planning.