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SalanovaŽ now available year-round in Germany |
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Salanova® now available year-round in Germany
In Germany, Salanova has been on the shelves since spring 2008. German consumers like the attractive presentation of one red and one green butterhead lettuce on a tray, as flow-pack, very much. All the lettuce is grown on the farm of Eugen Geil, lettuce grower in the Pfalz, S Germany. But in November, outdoor harvesting in Germany comes to a halt. And in order not to disappoint consumers, winter production moves to two locations in Italy. That way, Salanova remains available year-round for German customers.
Eugen Geil is originally a grower of traditional lettuce. “The traditional market is changing. As a grower you have to play into the trend for convenience and flavour. You have to be flexible. That is why, in 2006, I partly changed over to growing Salanova - small, compact heads of 250 g maximum. Thanks to a few technical adjustments I can plant more plants per square metre and more crops per season. Sales are going well,” he says. But German production has to come to an end in November. So what about all those consumers who had just acquired a taste for Salanova? Well, Rijk Zwaan had a solution for that.
Italian family growsEspecially in order to supply German supermarket chains, two new growers were found in S Italy. In polytunnels they produce the same red and green butterhead lettuce, but with the help of the Mediterranean winter sun. And the lettuce reaches German consumers on the same trays, in the same flow-packs. So they can now try out and experience ‘the nova way of living’ year-round.
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