Sales of living produce are trending upward, suppliers say, as consumers continue their quest for more healthful lifestyles.
“Living lettuce sales are increasing as shoppers recognize that it lasts longer and is healthier for you,” says Rahna Faddoul, marketing manager for Go Green Agriculture Inc., Encinitas, Calif.
She attributes the 18-day shelf life of Go Green’s living produce to two major factors: The produce is not disconnected from its roots, and it’s protected in a plastic clamshell, which acts as its own mini greenhouse.
“Any moisture lost by the lettuce gets captured by the clamshell, where the roots on the product reabsorb it,” she says.
North Shore Greenhouses Inc., Thermal, Calif., also continues to see an increase in sales of its living herbs, says Micki Dirtzu, director of marketing.
“Living produce allows consumers to harvest the product right before use at home, giving them the freshest product available,” she says.
The company launched its new organic brand at this year’s Produce Marketing Association Fresh Summit in October, she says.
“North Shore Organic Living features a full line of living and organic herbs and microgreens,” she says.
North Shore also broke ground in November on a new greenhouse to expand capacity to meet increasing demand.
The company has a turnkey merchandising display to go with each of its product lines.
Unique packaging
Salinas-based Tanimura & Antle currently focuses on fresh lettuce in its “unique protective packaging,” says Ryan Mazzuca, product manager for hydroponics and specialty leaf. More products are on the horizon.
“The greenhouse-grown category continues to expand as we invest in new infrastructure to support retailer demand,” he says. “In 2017, Tanimura & Antle will be releasing new innovative living products that will engage and educate the consumer in ways the overall produce category has never seen.”
Nothing enhances the flavor of food like organically grown herbs that come straight from the plant, says Nadine Williams, director of marketing for Shenandoah Growers Inc., Harrisonburg, Va.
“Kept on a kitchen counter or on a windowsill, these plants can provide garden-fresh herbs that are ready to be used at the home cook’s convenience,” she says. “And with their high natural oil content still at their most concentrated, our living culinary plants deliver a more intense flavor and nutrition.”
Tastier perception
Consumers perceive hydroponically grown living produce to be tastier, safer and more sustainable than field-grown product, says David Van Wingerden, president of Westland Produce Inc., Carpinteria, Calif.
He says the customer base for the 7-year-old company is growing.
“The hydroponic category is definitely expanding as more consumers use cleaner, healthier hydroponic produce,” he says.
Consumers view living produce as a premium product, says Brian Cook, vice president of sales for Carpinteria, Calif.-based Hollandia Produce LP.
When it’s new to a market, he suggests placing the products in the salad case or with the head lettuces.
“Ultimately, retailers can build a sustainably grown set with living produce as its anchor,” he says. “The billboard effect will bring to the forefront a retailer’s dedication to sustainability.”