Dive Brief:
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The buy local movement is fueling the rise of living lettuce, or hydroponic lettuce sold in a plastic sleeve with its roots still attached, in supermarkets across the nation, according to the Packer.
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Living lettuce yields better shelf life and flavor than traditionally packaged heads of lettuce, and can be kept alive in a cup of water for up to five days.
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“(Consumers) can leave it on the counter and peel off the leaves as needed,” she said. “It’s perfect for a single person who can’t get through a head of lettuce in a week and hates to waste food," director of marketing for Pure Hothouse Foods Inc. Sarah Pau said.
Dive Insight:
Living lettuce ticks off a lot of the boxes on consumers' list of demands.
Some lettuce producers like Mucci Farms package lettuce in a pot with soil for sale at retailers, which makes consumers view the produce as fresher and more natural. Its improved lifespan also reduces food waste, making the product more environmentally sustainable, and provides retailers with another way to include locally grown vegetables in their produce sections — an amenity shoppers take seriously.
It's interesting that this type of lettuce is being so well-received by consumers. A few decades ago, shoppers may have viewed lettuce with the root still on it, or still planted in a mini pot of dirt, as an unnecessary inconvenience. But today, this kind of farm-to-consumer presentation is exactly what they want. By having its roots still intact, moisture and nutrients can continue to nourish the lettuce, delaying the wilting process.
Farmers could further capitalize on the trendiness of this lettuce by packaging it in compostable or recyclable materials.