Plant Chat: Karen Caplan, President and CEO of Frieda’s

As the first-born daughter of entrepreneur Dr. Frieda Caplan, founder of Frieda’s Inc. a specialty produce company based in California, Karen began working with produce at the age of 10. After graduating with a degree in Agricultural Economics and Business Management from the University of California-Davis in 1978, Karen joined Frieda’s full-time. Learning the business from the ground up, Karen has worked in just about every department at the company, from packing boxes to sales and marketing. In 1986, at age 30, Karen was promoted to President and CEO of the company. In 1990, Karen and her sister Jackie Caplan Wiggins purchased the company from their mother. Karen’s vision and leadership propelled Frieda’s to the forefront of the produce industry as the nation’s leading marketer and distributor of specialty produce.

Karen shares her produce expertise as the author of “The Purple Kiwi Cookbook,” a collection of unique and original recipes featuring some of the world’s most exotic produce. She also writes a blog, “What’s on Karen’s Plate,” where she shares her thoughts on business, the produce industry, food, and much more.

Why do you think Americans fall short on eating fruits and vegetables?

I think some Americans fall short on eating fruits and vegetables because:

1.   They don’t know how to prepare them, or they think preparing them is too time consuming

2.   They have the habit of eating a narrow variety of foods, which may not include many fresh fruits and veggies

3.   They may not have acquired a taste for fruits and veggies (if when they grew up, their mom/dad overcooked their produce, they may still have bad memories!)

How do you think we can get people excited about eating more fruits and vegetables?

It seems when consumers “meet the farmer” (like at a Farmers’ Market), they get more excited about the fresh produce and are more likely to try something new. That’s why so many retail supermarkets are now creating “like a farmers’ market” feel to their produce departments, including photos of farmers and stories about where produce is grown. It ‘humanizes” the food! Supermarkets should make trying new produce fun – maybe offerings tastings or sampling in their produce departments. And of course…I have to mention our own “Frieda’s” campaign of: Eat one fruit a day that scares you! What a perfect way to encourage consumers, old and young, to try new fruits and veggies!

Tell us your favorite plant food that you simply cannot live without!

1.   Artichokes…I just LOVE them. I love peeling back the petals and scraping them against my teeth!

2.   Cherub Tomatoes…..they are my favorite – I love the rich, earthy flavor. I snack on them every morning, between lunch and dinner.

3.   Stokes Purple Sweet Potatoes – I’m slightly allergic to regular potatoes…so these have become my “go to” potatoes. They are firm, and full of flavor. My favorite way to prepare them in roasted in the oven, chilled over night and then cubed and tossed into a potato salad (with a Chipotle Vinaigrette!).

4.   Envy Apples – I love them sliced as an afternoon snack. Sweet, Crunchy and full of flavor.