Story of Rindi Bristol, senior director of Whole Leaf
‘The colourful Tender & Tasty Trio is able to attract customers from across a store’
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 describe it as an ‘edible bouquet of flowers’. “Combining three distinct textures along with eye-popping and contrasting colours, 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 Colourful 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 specialising 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 colourful mix of Salatrio. “This is a real showstopper and a top seller!” she exclaims. “Combining three distinct textures along with eye-popping and contrasting colours, 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 a 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, appetisers, 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 colourful fruits and vegetables.”
Colours help to engage children
The senior director of Whole Leaf regards colour 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 which 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, colours 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 from 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.”
About Rijk Zwaan’s Colourful Life theme
To stimulate retailers, traders and other chain partners all over the world to add more colour in the fresh produce category, Rijk Zwaan will showcase its colourful palette of bright, healthy and inspiring vegetables at a series of international events, including our Hydroponic Demo in Fijnaart (Weeks 5 and 6), studio meetings live from our Retail Center in Berlin (Week 6), our Open-field Demo in Spain (Week 7) and Fruit Logistica 5-7 April in Berlin (Week 14). Come and talk to us, either in person or online via live studio meetings!