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Fear No Fruit chronicles Frieda Caplan’s rise from being the first woman entrepreneur on the Los Angeles Wholesale Produce Market in the 1960s, to transforming American cuisine by introducing over 200 exotic fruits and vegetables to U.S. supermarkets. Still an inspiration at 91, Frieda’s daughters and granddaughter carry on the business legacy.

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Transcript

- [Robotic Voice] Please say a command. - Call Georgia Case. Hello? Yeah. Hold on a minute, Georgia. Go ahead, what dear? All these people, if they had anything unusual there was one place to go, Frieda's. - When she brought the kiwis. I said, "Oh my God, they're here." - It took us four months to sell the first 240 flats of kiwi fruit. - [Man] That was the Mad Men era. Women didn't run their own businesses, particularly in the produce business, which is a tough trade. - My mom really was the first woman in a man's world. - We'd never seen jicama. That's an ingredient that Frieda brought into this country. - Look at this, this looks like a fruit that was designed by Disney. It's called the mangosteen. It's not a Jewish mango. - The African horned melon. To most people it looks like-- - A hand grenade. - A hand grenade, with spikes already built in. - She is Frieda Caplan of Los Angeles, who has just been named the first woman Entrepreneur of the Year. - She was really a tough trader. She would talk me into stocking product that I would have never thought of stocking. - She is a rock star. The Mick Jagger of the produce world.

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