Home January 2013 An Icon and an Opening

An Icon and an Opening

Frieda Caplan To Be Honored
with United Fresh Lifetime Achievement Award

Frieda Rapoport Caplan, chairman of the board of Frieda’s, Inc., will receive the Lifetime Achievement Award from the United Fresh Produce Association at its January 28 Produce Legends Dinner during the organization’s 2013 Winter Leadership Meetings in Tucson, Arizona.  The award recognizes individuals for a lifetime of achievement and for lasting contributions to the fresh produce industry.

In 1962, Caplan established Frieda’s Finest/Produce Specialties, Inc., on the male-dominated Los Angeles Wholesale Produce Market.  She was one of the first women to own and operate a U.S. produce business, debuting with a purple sign, which later became the company’s signature color.  Her premier product was fresh brown mushrooms – an unusual specialty at that time.  She quickly developed a reputation for buying and selling new and unusual produce specialties.

Caplan’s marketing abilities were recognized worldwide after her success in introducing and promoting the kiwifruit in the United States, earning her the title, “Queen of Kiwi.”  Her ability to create consumer demand for unusual foods has helped Caplan and her daughters make success stories out of many more items.  Today, Caplan continues to work, along with her daughters Karen Caplan, president and CEO, and Jackie Caplan Wiggins, vice president and chief operating officer, to lead the company.  Frieda’s recently marked the addition of the third generation to the company, with Frieda’s granddaughter Alex joining the marketing team at the company.

Caplan’s previous awards include The Packer’s 1979 “Produce Marketer of the Year” award, the Harriet Alger Award from Working Woman magazine, Los Angeles Times recognition as one of the top 12 California business persons in the 1980s and the 2012 Legacy Award from the National Association of Women Business Owners.  Based in Los Alamitos, California, Frieda’s Inc. is celebrating its 50th year as a premier marketer and distributor of specialty produce, today supplying grocery retailers and foodservice distributors with more than 600 varieties of exotics fruits, gourmet vegetables and unique companion items.

Elements Therapeutic Massage Expands into Mission Viejo

Local entrepreneurs Johanna Rose and Aaron Miller, owners of the new Elements Therapeutic Massage in Mission Viejo are on a mission to help area consumers experience the healing benefits of massage therapy services tailored to meet their unique needs.  The new massage studio, located at 27695 Santa Margarita Pkwy Suite A3, opened its doors December 8.

Elements has created a niche by focusing on providing therapeutic massage services.  Its therapists perform Swedish massages meant for gentle stress relief and relaxation, or deep tissue massages, including trigger point work, to meet clients’ therapeutic needs.  Orange County area residents can experience the health benefits associated with deep tissue massage, prenatal massages, hot stone massage, sports massage and other massage services.

Before opening up the Mission Viejo studio, both Rose and Miller had a long history working in family businesses.  When they were newly engaged, they founded a seminar marketing company in Boston while both were working full-time in their respective fields, Rose in advertising and Miller in mechanical engineering.

The couple has always taken a special interest in the health and wellness industry.  Elements is making therapeutic massage increasingly affordable and available to time-starved consumers. The new Mission Viejo studio is open seven days a week, welcomes walk-ins and offers a membership program that allows clients to receive regular, discounted massage therapy services throughout each month.

Between July 2009 and July 2010, roughly 48 million adult Americans (18 percent) had a massage at least once, leaving a vast, untapped market to attract millions of adults to receive regular massage, according to the American Massage Therapy Association (AMTA), 2011. Also according to the AMTA, the lion’s share of Americans are getting massages for medical or health reasons and pain relief, versus just to relax.  Those who receive regular massages benefit from lower levels of stress hormones, a heightened immune system and an increase in circulation.

Elements Therapeutic Massage, Inc., based in Highlands Ranch, Colorado, was founded in 2006 by a licensed massage therapist.  At Elements Therapeutic Massage studios, highly trained professional massage therapists work with clients to deliver a custom therapeutic massage to fit their needs.  Whether it is to provide relief from pain, reduce stress or improve over all well-being, Elements is committed to providing a superior therapeutic massage experience. Today, Elements has more than 100 locations in 26 states.

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