ANAHEIM, CA - As the IFPA Global Produce & Floral Show kicks off on October 16, Frieda’s Branded Produce is inviting the industry to its own backyard. With its headquarters and a 175,000-square-foot facility located only minutes from the Anaheim Convention Center, Frieda’s is transforming Booth 939 into a fresh produce experience that feels less like an exhibit and more like an open house—complete with trendsetting produce, retail inspiration and a few surprises that are still under wraps.

“When the IFPA Show comes to Anaheim, it’s more than an exhibit for us, it’s a hometown celebration,” said Alex Jackson, Vice President of Sales and Marketing at Frieda’s, in a press release. “We’re opening our doors, showing off what makes Frieda’s special: the people behind the brand, passion for driving unit sales and a point of view that delights shoppers.”

Attendees can expect Frieda’s signature mix of bold flavor demos, inspired merchandising ideas and category-driving strategy, all delivered by a team that’s known for making its IFPA booth into a must attend gathering. And true to tradition, full booth details remain under wraps — but insiders know to expect memorable samples and some of the best-branded swag at the show.

A Fresh Take on Specialty Produce

With 80% of consumers across generations seeking variety in the aisles, Frieda’s proven record of turning “what’s that?” into “gotta have it” gives retailers a clear edge. This year’s booth will spotlight Frieda’s leadership in two fast-growing spaces:

Specialty roots: Frieda’s continues to lead the way in high-performing, healthy root vegetables. From Organic Stokes Purple® sweet potatoes—with their rich color and a cult following—to Mighty Gold® organic turmeric, known for anti-inflammatory benefits and peppery, earthy flavor, these standout items consistently outperform during the holidays and beyond.

Tropical category: From dragon fruit to coconuts to passion fruit, Frieda’s has a passion for transforming exotic items into everyday basket builders. Always on the lookout for unique items that are ready to go mainstream, Frieda’s Tropicals delivers discovery in every bite and sales in every display.

Ready to Turn Heads and Fill Carts

Frieda’s continues to lead the specialty category in both performance and presence. The brand holds the top spot as the number one distributed brand of Dragon Fruit and the number one coconut brand in dollars, units and volume. Across the board, Frieda’s is outpacing category unit growth by 39% and its branded items sell 30% faster than the next leading specialty brand, according to Circana three-year averages.

And behind that performance is a company that’s growing smarter and stronger. Since the 2024 IFPA show in Atlanta, Frieda’s has expanded its operational capabilities and integrated new systems that make it a stronger, more connected partner for retailers across the country. From category growth to flavor-first innovation, Frieda’s is ready to help buyers turn curiosity into conversion.

“We’re excited to connect face to face, talk strategy and help our partners turn shoppers into Frieda’s superfans,” added Jackson.

Don’t Miss Frieda’s Branded Produce at IFPA Global Produce & Floral Show:

• Booth #939, Global Produce & Floral Show
• Oct. 16-18
• Anaheim Convention Center

Schedule a Meeting

Want to talk category strategy, discover new shopper favorites, or just catch up? Schedule time with the Frieda’s team at Friedas.com or swing by Booth #939 and say hello.