Just a few years ago, people needed to be told what salad rocket was. Now it has become a commodity in supermarkets. Green Specialties Holland has been growing the herb (yes, it’s a herb) since 2000. According to owner Adrie van den Einden, the product is only growing in popularity.
Green Specialties Holland is currently cultivating some 100 hectares. About 20% of this is salad rocket. Adrie van den Einden swears by open ground cultivation. "The plant grows a little more even than inside the greenhouse, giving it a thicker leaf and a special bite. We started with experiments on a small scale. Since then, arugula sales have gone through the roof.”
In Spring and Summer the company produces its own, but in Winter the herb is imported from Spain (open field) and Italy (in tunnels). "Some supermarkets also import it from Italy in the Summer," says Van den Einden. "The Dutch product is more stable, especially in the field. But the Italian is cheaper. Some supermarkets do make the conscious choice to buy from the producer in the region, products they can then present as local and durable. But to ensure on-going sales, it’s important to provide constant quality. That will make people come back for more.”
