0816_TOEFL-Test-and-Score-Manual-1997

Develop and Launch New Products and Services ● 119
born, Frieda started working nights in the Los Angeles produce market. She
made contacts and enjoyed the work. She decided to go out on her own when
a space became available, starting the company with about $10,000 in loans.
In 1986, daughter Karen Caplan joined the business. Importing produce
doesn’t seem like such a revolutionary concept, but in the 1990s, most
grocery store produce departments featured fewer than 100 items. Today,
the average market stocks about 350—thanks in part to Frieda Caplan’s
vision.
In addition to offering offbeat fruits and vegetables, Frieda’s Inc. has set
itself apart from the competition through its use of a distinctive signature
purple color in packaging and advertising.
“When mom started, she needed a sign for the store,” recalls Karen
Caplan. “She had to have it up over the weekend. The guy who painted the
sign only had one color in his truck—lavender. Now it’s our trademarked
purple. It is like subliminal advertising. When I show up places, people say
things like, ‘I really expected to see you in a purple suit.’”
The produce boxes are purple, too. “A unique design is okay,” said
Caplan. “But that purple color is especially effective.”
Check out what’s new at www.friedas.com. You can also read Caplan’s
blog on the site.
GREAT
IDEA
Turn Your Hobby into a
Successful Business
Many hobbies evolve into successful small businesses.
Even the most offbeat pastimes can prove profitable.
For example, Roz Watnemo and Sue Meier turned their passion for an
obscure form of Norwegian embroidery into a successful retail and mailorder
business. Nordic Needle, based in Fargo, North Dakota, has grown
from a 400-square-foot storefront to a 9,000-square-foot space with 24
employees.
The 35-year-old company has been honored by the U.S. Small Business
Administration for boosting exports from North Dakota. Nordic Needle’s