Frei’s fruitful future: Third-generation squeezes into succession at Santa Clara’s historic market

Written by Jessi Bang
June 22, 2024

SANTA CLARA — In a twist ripe with excitement, the third generation of the Frei family is taking over the helm of Frei’s Fruit Market, bringing a fresh perspective to the business that’s been bearing fruit for decades.

L-R: JD Lasswell, Denise Webster and Sue Yocum take over Frei's Fruit Market, a business that's been in the family since 1956, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News
L-R: JD Lasswell, Denise Webster and Sue Yocum take over Frei’s Fruit Market, a business that’s been in the family since 1956, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News

“So many people say, ‘Oh, I remember your grandparents,’” Frei’s Fruit Market co-owner Sue Yocum said. “It melts your heart. When they know that we’re family and we’re carrying on the traditions, they are just excited.”

For Yocum, it’s been more than just taking over the market; it’s been a heartfelt homecoming for her and her kids. Now, she gets to be with her family and her children have the chance to grow up surrounded by their uncles and cousins, just like she did. From planting the produce to selling it at the market, it also teaches the family’s younger generations that hard work pays off.

As of April, Yocum, along with her sister Denise Webster and brother JD Lasswell, have taken over ownership of Frei’s Fruit Market from their grandmother. Yocum moved her entire family from Arizona to run the stand while her brother Lasswell, a schoolteacher who lives in Arizona, is here for the summer to do renovations and run the shop.

“It’s really emotional for me,” Webster said, choking back tears. “Because this was our childhood, this was our life, this was all we knew. More than that, feeling the spirit of my grandparents as we have been doing this and fixing things up and trying to pull all the nostalgic items out, it’s just helped us to feel them again and to hopefully bring that to life for other people.”

Wanda and Landon Frei are the founders of Frei's Fruit Market, which was established in 1956, Santa Clara, Utah, date not specified | Photo courtesy of Denise Webster
Wanda and Landon Frei are the founders of Frei’s Fruit Market, which was established in 1956, Santa Clara, Utah, date not specified | Photo courtesy of Denise Webster, St. George News

When she was too young to help, Webster remembers sitting by her grandmother’s large picture window, watching the family work while listening to an eight-track player. As she grew older, her memories included waking up early to pick produce, washing them and selling them at the market all day.

Lasswell said they have loyal customers who have been shopping the fruit market for over 40 years. He treasures hearing those customers’ stories and memories of their grandparents and knowing the sense of belonging it brings to others.

The history of Frei’s Market

What first began as a card table by Wanda Frei soon turned into Frei’s Fruit Market, which was built by her husband, Landon, next to the couple’s family home. The market opened in 1956, and by the 1960s, Santa Clara’s main street bustled with fruit stands.

Capitalizing on its location as a halfway point between California and Salt Lake City via Old Highway 91, the tree-lined streets offered a welcome break from the desert heat, particularly important at a time when cars lacked air conditioning. At its peak, 24 fruit stands adorned Santa Clara Drive and Old Highway 91, providing travelers with drinks, cold fruit and a chance to rest.

However, in 1973, the opening of the nearby gorge and Interstate 15 led to a decline in traffic, causing many fruit stands to close. Despite the uncertainty, Wanda and Landon persevered, and their stand remains the sole survivor.

Wanda and Landon Frei are the founders of Frei's Fruit Market in Santa Clara, Utah, date not specified | Photo courtesy of Denise Webster
Wanda and Landon Frei are the founders of Frei’s Fruit Market in Santa Clara, Utah, date not specified | Photo courtesy of Denise Webster, St. George News

By the time the couple reached the age of 90 in 2006, they decided it was time to hand the market down to their daughter and one of their sons. Tearing down the original structure and rebuilding it was a sad moment for the family. However, the new stand emerged bigger and stronger. They preserved cherished elements from the original, including the signs, lights and the old telephone, ensuring the market’s rich history remains alive.

“We had this telephone and we would just call her and they had put in a doorbell,” Yocum said, pointing to a phone hanging on the wall. “So grandma would go in and rest, and then we would call her through the phone that rang to a doorbell and she would come running outside when we needed her. Like, it was hysterical.” 

Back in the early ’60s, Grandpa Frei had constructed a separate insulated shed to store produce in the back of their property. When he added the newest walk-in area to the front of the market, he left the shed, called the “Old Walk-in” unused. The shed remained vacant throughout the years, slowly deteriorating. When the siblings assumed control of the family business, they recognized the importance of reviving the previously used storage shed and making it accessible to customers. The name, the “Old Walk-in,” stuck and is now part of the market’s charm.

This addition allows them to keep produce crisp and vibrant even in the scorching summer heat — a feature they hadn’t been able to provide for years. Step inside, and you’ll find refrigerated berries alongside fresh vegetables like lettuce, carrots and celery. 

Frei's Fruit Market opens The Old Walk-In, a place for people to purchase fresh-squeezed drinks and refrigerated items, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News
Frei’s Fruit Market opens The Old Walk-In, a place for people to purchase fresh-squeezed drinks and refrigerated items, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News

In the days of Grandma Frei, fruit punch, grape juice and homemade lemonade were beloved offerings. Inspired by her legacy, the sisters decided to revive this tradition. Now, they serve freshly squeezed lemonade daily, along with lemonade and apple cider slushies right outside the Old Walk-in.

When it comes to homemade treats, Webster has been crafting the market’s salsa and chips for over 16 years. Yocum raved that the salsa is “out of this world,” recounting how someone once made a special trip from Las Vegas to savor the raspberry jalapeño salsa. The salsa lineup features favorites like avocado tomatillo and classic pico de Gallo.

As a child, Yocum was the creator behind the market’s homemade jam, a responsibility that has now been passed down to her niece. The family’s cherished granola is also for sale along with their homemade ranch and taco seasoning mixes. And for a taste of local sweetness, they offer custom Frei’s Market taffy, sourced from the Taffy Shop in Santa Clara.

In terms of cultivation, there’s a small growing area adjacent to the market. Both Webster and Yocum have their own gardens, and an uncle grows corn and melons on his property. The main source of produce comes from the family farm, owned by the original four Frei siblings and situated in St. George. Webster noted that a portion of the farm’s land was sold to accommodate the Sunbrook Golf Course, which now intersects the farm. The current lower pond occupies what was once the farm’s lower hayfield.

Frei's Fruit Market offers fresh produce along with locally-sourced items from other small businesses, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News
Frei’s Fruit Market offers fresh produce along with locally sourced items from other small businesses, Santa Clara, Utah, June 10, 2024 | Photo by Jessi Bang, St. George News

“We literally grow everything the climate will allow us to grow,” Yocum said about the stand’s fresh produce.

This year, the family is not only upholding cherished traditions but also resurrecting lost ones. Additionally, they’re introducing exciting new offerings such as sourdough bread and other locally made delights — something they believe was built into the foundation of the market.

“One of the things that we wanted to do was bring this back to feeling like it was everybody’s fruit stand and that everyone was a part,” Webster said. 

When other fruit stands on the street went under, Frei’s Market allowed other farmers to bring in their produce to sell. Now, they want to continue that mission by selling other locally made and sourced items.

“Our thing is gathering,” Yocum said. “That just kept coming to us — a place to gather.”

Strolling through the market, customers can find everything from homemade bread and cheesecakes to olive oil and dehydrated fruit.

“Because we all gathered at Grandma’s,” Webster added. “And we are keeping that spirit alive.”

Visit Frei’s Fruit Market at 2895 Santa Clara Drive in Santa Clara. The market is open seasonally from Memorial Day weekend in May through November or December, depending on crop availability. For more information, see their website. Follow them on Instagram and Facebook for the latest news and updates.

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Copyright St. George News, SaintGeorgeUtah.com LLC, 2024, all rights reserved.

ABOUT THE AUTHOR

Jessi Bang was born and raised in Utah and has a passion for nature and the great outdoors. She graduated from Kaplan University in California with a degree in criminal justice. She has extensive experience in marketing, content creation, photography and copywriting. You can find her showcasing outdoor adventures through her blog, “The Rambling Raccoon.” In her free time, she enjoys climbing mountains, trail running, working out and cuddling her two lovable pups.

Email: [email protected]
Twitter: @STGnews

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