Fresh Produce Discussion Blog: Fw: Schnucks and Frieda's Team Up for Produce University(r) SummerSession

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From: Hazel Kelly <Hazel.Kelly@friedas.com>

Date: Mon, 7 Jun 2010 11:23:05 -0500

To: Hazel Kelly<Hazel.Kelly@friedas.com>

Subject: Schnucks and Frieda's Team Up for Produce University(r) Summer Session

FOR IMMEDIATE RELEASE

Schnucks and Frieda's Team Up for Produce University® Summer Session

Educational program teaches produce staff and shoppers about specialty melons.

ST. LOUIS (June 2010) – Schnuck Markets Inc. invites shoppers to participate in a Frieda's Produce University promotion on June 26^th for a hands-on educational event on summer melons, including three specialty varieties.

Taking place at all Schnucks and Logli locations in Missouri, Illinois, Indiana, Wisconsin, Iowa, Tennessee and Mississippi, the 8-hour Produce University® open-house provides shoppers an opportunity to sample and ask their produce managers questions about the featured melons.

Each Produce U. session begins with an in-depth produce manager training seminar, prior to the consumer event, to familiarize the produce teams with the featured items, which are selected based on season and popularity. In addition, Schnucks works with Frieda's to create customized in-store signage, product fact sheets, and take-away consumer brochures. Another key element of the program involves local consumer media outreach to help spread the word about the upcoming event.

The June 26th session will feature three specialty U.S.A.-grown melon varieties: Hami Gold, Golden Kiss® and Sugar Kiss®, in addition to other summer melon and watermelon varieties. The signature melon and star of the show is the Hami Gold, a gourmet Asian-style melon that boasts a peachy-golden flesh that's crisp, juicy and ultra-sweet.

"Our produce managers and shoppers have really responded to previous Produce University® events, so we decided to host one on this season's specialty melons," said Mike O'Brien, Vice President of Produce at Schnucks. "Nothing says summer like sweet, refreshing melon, and our produce teams are eager to share their knowledge and expertise about these fine varieties."

Since 1989, Frieda's Produce University® has helped educate consumers with in-depth product information, preparation ideas and samples of the latest specialty fruits and vegetables within grocers' produce departments. "As more people cook at home, shoppers are seeking exciting new ingredients to spice up meals. Produce University® provides the information shoppers need to boldly go into their produce aisles and taste something new," said Karen Caplan, President and CEO of Frieda's, Inc.

Founded in north St. Louis in 1939, Schnuck Markets Inc., the family-owned grocery company, has grown to include more than 100 stores in seven states: Missouri, Illinois, Indiana, Wisconsin, Iowa, Tennessee, and Mississippi. Learn more at www.schnucks.com

Frieda's is passionate about changing the way America eats. Founded in 1962 by Frieda Rapoport Caplan, Frieda's, Inc. was the first wholesale produce company in the U.S. to be founded, owned and operated by a woman. Once a small produce stand at the Los Angeles Produce Market, Frieda's has emerged as the nation's premier marketer and distributor of specialty produce and now offers more than 600 specialty items to grocery stores and foodservice distributors throughout the U.S. and Canada. America has Frieda's to thank for introductions to Kiwifruit, Shallots, Cherimoyas, Donut® Peaches, Sugar Snap™ Peas and Habanero Peppers. Learn more at www.friedas.com

NOTE: High-resolution photos available upon request.

Contacts:

Lori Willis

Schnuck Markets, Inc.

314-994-4602

lwillis@schnucks.com

Hazel Kelly, Frieda's, Inc.

714-826-6100 ext. 158

hazel.kelly@friedas.com

Frieda's, Inc.

4465 Corporate Center Drive

Los Alamitos, CA 90720-2561 U.S.A.