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Frieda’s Alex Berkley tapped to head sales

Frieda’s announced the promotion of Alex Berkley to sales manager, responsible for the sales function of the specialty produce company.caplan

The eldest daughter of Frieda’s Specialty Produce Chief Executive Officer Karen Caplan, and the granddaughter of founder Frieda Rapoport Caplan, Berkley joined the company in 2011 after graduating from George Mason University, making Frieda’s a three-generation family-business success story.

Berkley started in the Frieda’s marketing department before moving into the sales department in 2014 as an account manager, and was promoted to assistant sales manager in 2017. At age 24, Berkley was the youngest produce professional to be accepted into the United Fresh Leadership Program Class. That same year, she earned a certificate of Produce Executive Development from Cornell University’s Food Industry Management Program. 

"Alex brings her deep knowledge of the produce industry and experience in both sales & marketing to this leadership position. She uniquely bridges the older and younger generations of produce, making her a perfect fit for the job. We can’t wait to see her impact,” said Karen Caplan.

Berkley served as a member of the Produce Marketing Association’s Women’s Fresh Perspectives Advisory Committee and was co-chair from 2015 to 2017. She also served on the board of trustees of the Westerly School of Long Beach, a California K-8 non-denominational private school.