For the Canadian lettuce specialist Whole Leaf, the Tender & Tasty Trio is a top seller. Consumers are surprised by this concept, which is based on Rijk Zwaan’s Salatrio, and describes it as an ‘edible bouquet of flowers.' “Combining three distinct textures along with eye-popping and contrasting colors, the Tender & Tasty Trio is able to attract customers from across a store,” says Rindi Bristol, senior director of Whole Leaf, enthusiastically. Salatrio is an inspiring part of Rijk Zwaan’s Colorful Life theme.
High-quality leafy greens
Whole Leaf operates a 5-hectare high-tech greenhouse located in Lethbridge County in Southern Alberta, Canada. “We focus on growing high-quality, highly nutritious and safe leafy greens for the North American market in a controlled environment (CEA),” explains Bristol. “Whole Leaf is the sole supplier of greens to Inspired Greens, a value-added processor specializing in washed and ready-to-eat greenhouse lettuce blends, along with premium ingredients for convenient, finished salads.”
Rijk Zwaan’s Salanova and Salatrio types form part of Whole Leaf’s vast assortment of lettuces. “Salanova varieties have strong customer appeal and offer the consumer ultimate convenience. Additionally, because it is so easy to cut and separate the leaves of Salanova lettuces, our value-added blends consistently have equally sized leaves throughout,” Bristol continues.
A real showstopper
The Tender & Tasty Trio, an Inspired Greens product, is a colorful mix of Salatrio. “This is a real showstopper and a top seller!” she exclaims. “Combining three distinct textures along with eye-popping and contrasting colors, the Tender & Tasty Trio is able to attract customers from across a store when merchandised effectively. Shoppers wonder how three types of lettuce can be in the same package without being cut, and that creates curiosity and interaction with our product. They describe it as an ‘edible bouquet of flowers. For us, it’s a must-have.”
Tasty leaves to munch on while making dinner
According to Bristol, there are endless applications for the Tender & Tasty Trio. Thanks to the different textures, it can be used for wraps, sandwiches, appetizers, garnishes, salads, rolls, and more. “It’s great to tear off some leaves to munch on while making dinner. The fresh, clean taste doesn’t need a dressing, and you can use it to build a simply great-tasting salad with high-brix tomatoes, melons, berries, peppers, cucumbers, or anything else you have on hand. Fresh, living lettuce is always a welcome addition to any kitchen. The visual connection to healthy, fresh food encourages people to make healthier choices and experiment in the kitchen with colorful fruits and vegetables.”
Colors help to engage children
The senior director of Whole Leaf regards to color as being of the utmost importance to inspire customers. “Bright, glossy leaves and vibrant mixes help to make healthy eating fun and enjoyable,” she says. “It’s also a great way to involve kids in learning about the important role of fresh, wholesome foods in their diets. As the exclusive grower of Inspired Greens, we strive every day to make sure we grow and deliver products that tempt the eyes and deliver an amazing eating experience. Inspiring customers to eat better and live their best life is the foundation of our brand.”
Limitless market for leafy greens
For the lettuce specialist, close collaboration with vegetable breeding companies like Rijk Zwaan plays an essential role in the ongoing success of the operation. Bristol: “Collaborating and exchanging ideas on where the market is headed next, and what shapes, colors and textures are most sought after, is fundamental in keeping our brand and product front of mind with customers and consumers. Whole Leaf and Inspired Greens are committed to setting the standard in CEA leafy greens in North America. The partnership we have with Rijk Zwaan enables us to meet the demands of our customer base and continue to innovate. Greenhouse-grown leafy greens are still in the early stages in North America. Personally, I think the market for leafy greens is limitless.”
