|Who is Fred anyway? Could this man be Fred?|
Besides changing the faces of hundreds of Fred's stores, the company is changing the face of Fred himself. Well, sort of.I did learn one neat nugget. Fred's began life in Coldwater, Mississippi in 1947. How's that for Mississippi entrepreneurship?!
The company revived a 1990s "Fred" character for new in-store promotions and on-site events. The new Fred is a neighborly, older gentleman. However, much like the "Wilson" character from "Home Improvement," Fred hides his face somewhere between his fishing hat and cardigan sweater.