Speakers

Building on her grandmother's pioneering spirit, Alex is forging her own path as a thought leader who champions authenticity and innovation in the produce industry. Through her strategic vision and courageous leadership, she continues to inspire the next generation of professionals to push boundaries and make their own lasting impact on the future of food.

From her first produce trade show at age two, Alex was destined to carry forward the legacy of Frieda's, the specialty produce company founded by her grandmother, Dr. Frieda Rapoport Caplan. As the third generation to join this pioneering family business, Alex has transformed her deep-rooted connection to produce into visionary leadership. Now, as Vice President of Sales & Marketing, she drives her teams to push boundaries and inspire new food experiences that continue the company's tradition of changing the way America eats.

After graduating from George Mason University in 2011 with her Bachelor of Arts degree in Communication, Alex joined Frieda’s Marketing Department before being promoted into sales in 2014. Through her authentic leadership style and consistent sales goal achievements, Alex was promoted into sales leadership. When Frieda’s was acquired in 2023, the new ownership recognized her visionary thinking and named her Vice President of Sales & Marketing. 

A recognized thought leader in the produce and retail industries, Alex has been honored in Progressive Grocer's GenNext class of Future Leaders and Produce Business Magazine's "40 Under 40". Her commitment to continuous learning led her to become the first produce professional to go through the University of Southern California’s Food Industry Management Program in 2025, following her completion of the United Fresh Leadership Program and Cornell University's Produce Executive Development Program. She gives back to the industry through her board positions with the Fresh Produce and Floral Council and the International Fresh Produce Association, where she focuses on program improvement to provide members with inspiring educational experiences.

As a produce expert, Alex regularly contributes to publications like MarthaStewart.com and AndNowUKnow, and appears on Southern California's KTLA News Program, educating viewers about seasonal produce. She extends her community involvement as Chair of the Board of Trustees for the Westerly School of Long Beach, where she has passionately served for thirteen years to ensure Westerly can achieve their mission of developing lifelong learners for generations. At home in Los Angeles, Alex enjoys life with her wife, Roxanne, son Eli, and dogs Kiwi and Willa, enjoying family dance parties, world travel, and new restaurants.