2 Ways Innovation Is Happening In The Produce Industry

It is widely agreed that fresh fruits and vegetables are a highly beneficial component of a healthy diet because they can provide key minerals, vitamins, anti-oxidants and dietary fiber. For modern, developed world consumers there are several key technologies that make these foods available almost year (refrigeration, controlled atmosphere storage, efficient ocean transport for imports, protected culture systems, coatings, active packaging…). There are also innovations to make these foods more convenient to enjoy (“fresh cut”, pre-mixed salads, easy peeling versions…).

The innovation cycle continues with new options enabled by advances in genome editing and other high-tech breeding methods.

Two particularly innovative fresh produce products are currently in the launch phase. One is a newly domesticated crop and the other is a practical new way to grow some of your own, super fresh salad veggies.

And Now For Something Completely Different…

The new crop example is a bit reminiscent of the classic Monty Python line: “and now for something completely different.” It is based on a wild plant called Duckweed that grows in ponds. The scientific name is Wolffia, and it is the smallest example of a “flowering plant.” It looks like little green balls 1 millimeter in diameter.

A company in Israel called GreenOnyx has developed an indoor, “Controled Environment Farming (CEA)” system to cultivate these plants - an expandable modular system they are calling QFarm (Quantum Farming). They will be marketing them under the Wanna Greens brand in initial US markets (see earlier article). The production can be highly local and that combined with a 4 to 6 week refrigerated shelf-life should make this a fresh, highly convenient, mild taste, nicely crunchy, low waste option for adding plant-based nutrients to other favorite foods such as salads, sandwiches.

Duckweed has some particularly interesting and positive nutritional claims, and that has now been independently verified. Lauren Kaufman, a private practice nutritionist previously with Mt. Siani, has examined the nutritional content of the Wanna Greens and confirms that they have a particularly desirable profile including a significant amount of protein, dietary fiber, beta-carotene, anti-oxidants, and vitamin B-12. The protein and B-12 are usually only available from animal products. That has obvious appeal for vegans, but Kaufman is optimistic that this product could act as a “gateway vegetable product” for children because of its mild taste and the option of adding it to their favorite foods.

A New Grow-Your-Own Option

Even in modern times it may be possible to grow some of your own fresh produce in a garden if only to experience the satisfaction of the harvest or the realities of plant pests. However, only a small subset of consumers have the yard space, free time and conducive climate for gardening. Surveys show that many people are intimidated by the process of starting from seeds and doubt that they have a “green thumb” to be successful. There is a company that was co-founded by Jacob Pechenik in 2019 called Lettuce Grow that has been working out ways to enable just about anyone to grow an indoor or outdoor micro-garden. They have just announced a product line for a very easy to manage indoor version that will be available through selected initial Costco locations. The consumer can buy small growing Counterstand vases and a grow-light that can fit on a counter or shelf.

This can be stocked and restocked with ready-to-grow seedlings that will rapidly begin to bear harvestable produce like lettuce leaves. Lettuce Grow has been selling outdoor and indoor growing Set-ups since 2019 and has a “grower” base of 140,000 consumers who have become regular customers. The Costco venture takes advantage of that retailer’s handling system for large pallets, and Lettuce Grow will deliver live plants which have already been tended from the seed to the seedling stage. The consumers can buy a variety of these seedlings to grow in their home system. The crops that will be offered include several popular vegetables and herbs – butter lettuce, romaine, parsley, basil, green onion, garlic chives, spinach, and kale.

It will be interesting to watch the consumer adoption trajectories for these innovations. Both offer a degree of convenience and a way to reduce the disappointment or guilt associated with at-home food waste. These are certainly not “feed the world” solutions, but they both offer a way to enhance dietary health and to do so in an enjoyable way.