Frieda's Chinese New Year Promo Builds Sales

LOS ALAMITOS, Calif. -- Chinese New Year is a celebration rich in history and tradition. For produce managers, Frieda's Inc. based here is reminding retailers that it's also an opportunity to build sales as the 15-day celebration is filled with family feasts and banquets.

"We've always felt that Chinese New Year provides the perfect opportunity to build sales after the boom of the traditional holiday period," said Karen Caplan, Frieda's president. “To make good on those New Year resolutions, many consumers are looking for a fun way to keep healthy food alternatives in their diets, while those that want to celebrate Chinese New Year are looking for traditional ingredients to make memorable dishes."

This year, Chinese New Year begins with the new-moon on Feb. 7 and ends on the full-moon 15 days later on Feb. 21. Kaplan said the timeframe is ideal for introducing consumers to unique items and also offering traditional favorites.

Among the many traditional ingredients enjoyed during Chinese New Year are those that are believed to bring good fortune in the year ahead. Mandarins and kumquats are symbols of luck, while pummelos offer abundance and prosperity and are often left on doorsteps as a gift of good luck, respect and love. Frieda's Asian vegetable favorites such as Napa cabbage, snow peas, baby Bok Choy, sugar snap peas, Daikon and Edamame are perfect for Chinese New Year celebrations.

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