Frieda’s banks on Ecuadorian supply as dragon fruit demand climbs

As supply chain disruptions and climate pressures continue to test tropical fruit availability in the United States and the world, Frieda’s is reinforcing its dragon fruit program by deepening its Ecuadorian grower network.

The Los Alamitos-based specialty produce company says its sourcing strategy has solidified its position in the category, particularly as dragon fruit gains traction with American consumers and retail buyers seek consistency in both quality and pricing.

Archive photo.

“We continue to onboard growers aligned with our company’s ethos: pristine quality, consistency in supply and sizing, as well as strong communication so we can navigate disruptions together,” a Frieda’s spokesperson told FreshFruitPortal.com. 

This strong alignment, said the company, has allowed Frieda’s to not only be the N°1 source of dragon fruit in the US, but to be the preferred shipper in Ecuador. 

“Fairness in business allows for success for the entire supply chain through volatile markets,” the representative added.

Supply stability in a volatile market

Frieda’s said constant communication with its Ecuadorian grower base has become critical as inflationary pressures continue to affect production and freight costs. The company relays market updates to retail partners while coordinating closely with suppliers to manage expectations across the supply chain.

Photo courtesy of Frieda’s.

“We communicate with our clients in real time on the outlook of the markets as we receive them from our growers,” the firm added. “Simultaneously, we ensure our growers are aware of why we need to manage this information closely as partners, knowing the inflationary environment we operate in.”

According to market insight firm Circana, dragon fruit continues to post strong sales growth in total US food channels, supported by increased consumer awareness and expanded distribution.

Securing the niche

As dragon fruit transitions from a niche to a mainstream category, Frieda’s is focusing on consumer education and merchandising to drive repeat purchases, particularly as functional nutrition trends evolve.

“Snacking occasions continue to increase, while fiber-maxxing is growing in awareness,” the Frieda’s spokesperson says. “Educating consumers on how they can incorporate dragon fruit into their daily lives throughout all eating occasions, whether on shelf or online, converts curiosity into consumption and consumption into repeat purchasing.”

The company also cites brand strength as a competitive differentiator amid an increasing number of importers and private-label offerings in the category. 

Archive photo.

According to a 2024 study of 1,000 consumers conducted by C+R Research, Frieda’s branded dragon fruit outperformed competitors in shopper appeal and purchase intent. The company also reports that its product is currently the fastest-selling dragon fruit brand in the US.

“Keeping the consumer top-of-mind is the key to the success of our brand,” Frieda’s explained. “When we present our brand of dragon fruit to consumers alongside two other leading brands, consumers say our brand makes them feel more confident trying something new, they would be more likely to buy it, and it catches their eye on the shelf more.”

Beyond retail, Frieda’s is working to expand demand through collaborations with consumer packaged goods brands and foodservice operators. Additionally, the fruit has also gained visibility in beverages and other applications, such as cosmetics.

“Whether it is in beverage or beauty, shoppers who are interacting with tropical produce items outside the produce aisle are the perfect consumer to bring into the produce department and delight them with a fresh eating experience,” the firm concluded.

*Main photo courtesy of Frieda’s.

Related stories: 

Quality is the unequivocal response to Ecuador's dragon fruit oversupply crisis

StePac’s new modified atmosphere packaging tackles dragon fruit shipping challenges

Tierra Suelta sees steady firepower for Ecuador’s peak dragon fruit season