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Frieda’s supplying new fruit for the new year

Produce departments should be preparing for the mad dash for exotic fruits as shoppers look for new fruit to celebrate Rosh Hashana, the Jewish new year, beginning at sundown on Sept. 20.

It is a Jewish tradition to try a new fruit during Rosh Hashana to celebrate a “sweet” new year. From tiny cape gooseberries to the giant jackfruit, shoppers rush the stores during the holiday to purchase the newest, most exotic fruits possible — so much so that it caught the attention of the Wall Street Journal last fall.

“Premium pricing on exotic produce is not an issue for shoppers during this holiday,” Alex Jackson Berkley, senior account manager at Frieda’s Specialty Produce, said in a press release. “Retailers need to make sure they have a wide variety of fruits available for the 10 days leading up to the holiday as shoppers are looking for the newest — and sometimes weirdest — fruit for their celebrations.”

The tropical-selling opportunity includes “weird” favorites such as dragon fruit, kiwi berries, organic finger limes, cherimoya and Kiwano horned melon.