Frey Farms
Frey Farms is a privately held, family-owned U.S. farming company that grows fresh produce — including pumpkins, watermelons, sweet corn, cabbage, and broccoli — across seven states and produces branded Tsamma watermelon juice and Sarah's Homegrown agua frescas for major national retailers, notably Walmart.
- Company typePrivate
- Founded1992
- HeadquartersKeenes, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Frey Farms does
Frey Farms is a privately held, family-owned farming and beverage company founded in 1992 by Sarah Frey in Keenes, Illinois, and operated today across seven U.S. states with 101–250 employees. The company grows and distributes fresh produce — watermelons, pumpkins, sweet corn, cabbage, and broccoli — and is recognized as the nation's leading producer of pumpkins, shipping over five million units in a single fall season. Its proprietary pumpkin portfolio includes the trademarked Autumn Couleur heirloom mix and the 2023-introduced Candy Corn variety, alongside the Melon Babies snacking watermelon brand.
The company operates an integrated beverage line under the Tsamma (cold-pressed watermelon juice) and Sarah's Homegrown (agua frescas) brands, produced by juicing on-farm within a day of harvest, a model that converts imperfect produce into branded packaged goods and reduces food waste. Frey Farms sells primarily through direct B2B relationships with major national grocery retailers — most prominently a 20+ year partnership with Walmart — supplemented by national distribution partners, and has extended Tsamma into sports hydration through partnerships with the Jacksonville Jaguars and University of Alabama Athletics.
The business is bootstrapped and founder-controlled, with no disclosed institutional funding, parent company, or acquisition history. Marketing is anchored by founder-led brand storytelling, including Sarah Frey's 2020 Penguin Random House memoir 'The Growing Season' and an in-development ABC television production, supplemented by PR in outlets such as the New York Times, CBS News, and Fox Business. Revenue is not publicly disclosed, and pricing is negotiated privately through retail and distribution partnerships.
Frey Farms firmographics
Firmographics- Name
- Frey Farms
- Legal name
- Frey Farms, LLC
- Website
- https://freyfarms.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Frey Farms is a privately held, family-owned U.S. farming company that grows fresh produce — including pumpkins, watermelons, sweet corn, cabbage, and broccoli — across seven states and produces branded Tsamma watermelon juice and Sarah's Homegrown agua frescas for major national retailers, notably Walmart.
- Ownership category
- akta.pro rank
Frey Farms industry classification
Industry- Product category
- Fresh Produce
- NAICS
- Vegetable and Melon Farming (11121)
- SIC
- Agricultural Production-Crops (100), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI)
- akta.pro secondary industry
- Plant-Based Beverage Production (Oat/Soy/Almond, etc.) (AFAFABAI)
Keywords
Where Frey Farms is headquartered
LocationHeadquarters
- HQ city
- Keenes
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Frey Farms business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Fresh Produce Sales: Sale of fresh fruits and vegetables including watermelons, pumpkins, sweet corn, cabbage, and broccoli to major national retailers and grocery stores. Produce is grown across seven states and distributed nationally.
- Beverage Sales: Sale of branded beverages including Tsamma Watermelon Juice and Sarah's Homegrown agua frescas. Beverages are made from produce grown on company farms, juiced on-site within a day of harvest.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Frey Farms product offering
Product offeringCore offering
Frey Farms grows, harvests, and distributes fresh fruits and vegetables—including watermelons, pumpkins, sweet corn, cabbage, and broccoli—across seven U.S. states for sale to major national retailers. The company also produces branded value-added beverages, including Tsamma cold-pressed watermelon juice and Sarah's Homegrown agua frescas, juiced on-farm within a day of harvest using its own produce.
Differentiator
Problem solved
Functional benefit
Brands
- Sarah's Homegrown: Brand for fresh produce and beverages including agua frescas and fresh produce items
- Tsamma
- Autumn Couleur
- Melon Babies
Products and services
- Watermelons Fresh whole watermelons grown on Frey Farms' operations across multiple U.S. states and sold to major national grocery retailers for consumer purchase.
- Pumpkins (including Autumn Couleur and Candy Corn varieties) Fresh pumpkins including the trademarked Autumn Couleur mix of 13 heirloom varieties and Candy Corn pumpkins, marketed for seasonal decoration; Frey Farms is the nation's leading pumpkin producer, shipping more than five million pumpkins in a single fall season.
- Sweet Corn Fresh sweet corn grown on Frey Farms' operations and sold to major national grocery retailers for consumer purchase.
- Cabbage Fresh cabbage grown on Frey Farms' operations and sold to major national grocery retailers for consumer purchase.
- Broccoli Fresh broccoli grown on Frey Farms' operations and sold to major national grocery retailers for consumer purchase.
- Tsamma Watermelon Juice Cold-pressed, branded watermelon juice made from Frey Farms' own watermelons, juiced on-farm within a day of harvest and sold through retail and sports partnerships; marketed as a natural hydration source with immune-boosting nutrients including citrulline.
- Sarah's Homegrown Agua Frescas Branded fruit-based agua frescas beverages made from produce grown on Frey Farms, juiced on-farm within a day of harvest, and sold to major national grocery retailers under the Sarah's Homegrown brand.
- Melon Babies Trademarked line of mini seedless watermelons designed as a convenient snacking, travel, and small-household alternative to larger melons.
Quantifiable outcome
- Over 5 million pumpkins shipped in a single fall season
- +2 more outcomes
Companies that use Frey Farms
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Frey Farms technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Frey Farms partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor, flagship and core.
- Jacksonville JaguarsminorTsamma watermelon juice partnership for player hydration during the football season. Tsamma is a leading cold-pressed watermelon juice helping hydrate athletes.
- WalmartflagshipWalmart partnership spanning over 20 years. Frey Farms supplies fresh produce including pumpkins and watermelons. Featured as a women-owned supplier in Walmart's Women-Owned logo initiative celebrating its 10-year anniversary.
- WEConnect InternationalcoreCollaboration partner in developing Walmart's Women-Owned logo initiative to highlight products from vetted women-owned businesses globally.
- Women's Business Enterprise National Council (WBENC)coreCollaboration partner in developing Walmart's Women-Owned logo initiative to certify and highlight women-owned businesses.
- University of Alabama AthleticsminorContinued partnership with University of Alabama football program for hydration. The partnership followed research on Tsamma watermelon juice conducted by the University's Human Nutrition Department.
- ABCflagshipSarah Frey's book 'The Growing Season' is being developed into an ABC television production titled 'The Growing Season: How I Built a New Life–and Saved an American Farm.' Sarah Frey serves as co-executive producer.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Frey Farms competitors and assessment
Company assessmentBroad incumbents
- Tropicana Brands Group: Major branded juice company with national retail distribution across multiple fruit categories. Comparable branded fruit-juice portfolio competing in the same retail aisles as Tsamma and Sarah's Homegrown.
- Dole plc: Global incumbent in fresh fruit and vegetables with branded packaged foods and juices. Comparable multi-category fresh-produce and beverage portfolio serving major retailers.
- Chiquita Brands International: Major global banana and fresh produce supplier with branded packaged products. Comparable broad fresh-produce footprint and retail distribution relationships.
Direct peers
- Ocean Spray: Farmer-owned cooperative growing cranberries and producing branded juices and fruit-based beverages. Comparable grower-to-bottle model and farmer collective structure with national retail distribution.
- Bolthouse Farms: Vertically integrated grower and producer of fresh produce and refrigerated beverages (carrots, smoothies, plant-based drinks). Closest direct comparable: farms row crops, processes into branded beverages, and distributes through major U.S. retailers including Walmart.
- Grimmway Farms: One of the largest U.S. produce growers, producing carrots, organic vegetables, and juices under brands including Cal-Organic. Comparable large-scale multi-state row-crop farming with direct retail distribution.
- The Wonderful Company: Vertically integrated producer of fresh produce (pistachios, almonds, citrus, pomegranates) and branded beverages including POM Wonderful juice. Comparable farm-to-shelf model combining proprietary crop IP with value-added juice brands.
Emerging players
- Natalie's Orchid Island Juice: Mid-sized U.S. juice company specializing in fresh-squeezed, NFC juices distributed through retail and foodservice. Comparable farm-sourced, minimally processed juice model at smaller scale.
- Suja Life: Organic cold-pressed juice and functional beverage brand. Direct emerging competitor in the premium cold-pressed category where Tsamma competes.
- Evolution Fresh: Cold-pressed juice brand (now owned by Bolthouse Farms/Butterfield Fulcrum). Comparable premium cold-pressed juice positioning overlapping with Tsamma's shelf placement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Frey Farms financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frey Farms leadership team
Management profileNumber of profiles
Profiles1 record
Frey Farms funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frey Farms M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frey Farms
What does Frey Farms do?
Frey Farms grows, harvests, and distributes fresh fruits and vegetables—including watermelons, pumpkins, sweet corn, cabbage, and broccoli—across seven U.S. states for sale to major national retailers. The company also produces branded value-added beverages, including Tsamma cold-pressed watermelon juice and Sarah's Homegrown agua frescas, juiced on-farm within a day of harvest using its own produce.
Is Frey Farms a public or private company?
Frey Farms is a private company. It is classified as family owned and is currently operating.
When was Frey Farms founded?
Frey Farms was founded in 1992. It employs 101 to 250 people.
Where is Frey Farms based?
Frey Farms is headquartered in Keenes, United States, in the North America region.
How does Frey Farms make money?
Two revenue lines are on record. Fresh Produce Sales are the primary driver. The others are beverage Sales.
Who are Frey Farms's main competitors?
Broad incumbents on record are Tropicana Brands Group, Dole plc and Chiquita Brands International. Direct peers are Ocean Spray, Bolthouse Farms, Grimmway Farms and The Wonderful Company. Emerging players are Natalie's Orchid Island Juice, Suja Life and Evolution Fresh.
Does Frey Farms have an API?
No public API is recorded for Frey Farms.
What industry is Frey Farms in?
Frey Farms's product category is Fresh Produce. Its primary akta.pro industry code is AFAGADAI, Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra), with a secondary code of AFAFABAI, Plant-Based Beverage Production (Oat/Soy/Almond, etc.). Its NAICS code is 11121 and its SIC code is 100.