LOS ALAMITOS, CA – Frieda's is advising retailers to prepare their produce departments for the mad dash towards exotic fruits, as shoppers look for “new fruit” to celebrate Rosh Hashana, the Jewish New Year, beginning at sundown on September 20.

“Premium pricing on exotic produce is not an issue for shoppers during this holiday,” said Alex Jackson Berkley, Senior Account Manager. “Retailers need to make sure they have a wide variety of fruits available for the 10 days leading up to the holiday as shoppers are looking for the newest—and sometimes weirdest—fruit for their celebrations.”

It is a Jewish tradition to try a new fruit during Rosh Hashana to celebrate a “sweet” new year. From tiny cape gooseberries to the giant jackfruit, the company said in a press release that shoppers rush the stores during the holiday to purchase the newest, most exotic fruits possible—so much so that it caught the attention of the Wall Street Journal last fall.

The Frieda's team can assist not only in providing popular products, but also by helping find out which of your stores have a high percentage of Jewish clientele. Retailers interested in preparing for the rush with favorites such as dragon fruit, kiwi berries, organic finger limes, cherimoya, and Kiwano® horned melon can call Frieda’s sales team today. 

Frieda's Inc.