Frieda's Specialty Produce, the company Frieda ended up founding in 1962, was the first wholesale produce business to be owned and operated by a woman. Since then, Frieda and her daughter Karen, the company's current CEO, have successfully introduced hundreds of new fruits and vegetables to the American supermarket shelves, including red seedless grapes, radicchio, Habanero peppers, Delicata squash, shallots, and, her first big hit, the kiwi. This episode, we learn the secrets behind their success, including the innovations in packaging and sales that Frieda introduced to persuade grocery store buyers and their ordinary American customers to try fruits and vegetables that looked and tasted like nothing they'd ever seen before.