Fresh produce grower and supplier JEPCO has launched its hydroponically produced own label ‘Living Lettuce’ innovation into Co-op stores across the UK.

The product aims to be an alternative to fresh bagged salad leaves and comes with a whole range of benefits to consumers.

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‘Living Lettuce’ will be packaged in sustainable and 100% recyclable and compostable paper bags, the lettuce will also come with a root system still intact and has the shelf life of at least seven days, once purchased.

JEPCO general manager Simon Creasey shared how he is ‘delighted’ with the new Co-op partnership and hopes that ‘Living Lettuce’ will be the first of many hydroponically grown, fresh, rooted salad produce that will hopefully be offered to UK consumers.

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Creasey said: “We have the only deep-water system in the UK currently and we see this as the future of fresh produce buying for British consumers because of all the added benefits including quality, shelf-life and flavour. 

“If the root system is kept in water, shoppers can enjoy fresh salad leaves for distinguishably longer than traditional bagged salads…”

Co-op buyer Isobel Anstey said “This innovative product launched in our stores during May and initial indications are that it is proving very popular with our members and customers particularly those looking to reduce food waste. The sustainable packaging is also resonating with shoppers.

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“The quality, flavour and long life of these lettuces, as well as its innovative Kraft paper bag, which has a sustainable and 100% compostable natural coating, means we are offering something on shelf which is hugely exciting to me as a fresh produce buyer.”