Based in the Spanish province of Navarra, the company Endinava, which has over forty years' experience in the production and sale of endives, decided to be innovative with the cultivation of living lettuce, taking into account the usually short shelf life offered by conventional lettuce.
"Traditionally, iceberg lettuce has been the most cultivated in Spain due to its longer shelf life and easy transport compared to other varieties, which tend to suffer a quicker dehydration," explains the manager of Endinava, Íñigo Calvo.
Given this situation, the firm decided to start producing living lettuce intended for export. "We can ship fresh speciality lettuce varieties, such as Oak leaf, Red and Green, Loyos and a three-coloured trio of lettuce to any destination, as they remain fresh for approximately four weeks. When consumed, it tastes exactly as though it had only just been harvested," he says.
Consequently, the product is intended mostly for sale in supermarkets, which demands products with the longest possible shelf life. Their price is also just five cents more expensive than that of packed conventional lettuce.
The production techniques are completely different and slightly more expensive than for conventional lettuce, although they are more environmentally friendly. The lettuce is grown on pool water, harvested with the root and introduced in a bag, which helps maintain the right moisture levels. Furthermore, one end of the bag is open for the plant to be able to breathe.
Still a rather unknown product
"Despite the fact that some supermarkets are already selling the product, it is still quite new and this makes it difficult to convince fresh product distribution managers to acquire it," explains Íñigo. "We saw that at the recent edition of Fruit Logistica, in Berlin, where practically 95% of our visitors were completely unfamiliar with the product. We are still need to compete with conventional lettuce."
"In any case, we are very optimistic and we will continue expanding our production area. We believe that it is the beginning of a new stage and that hundreds of supermarket chains will sell this product in less than ten years, not only because of its advantages over conventional lettuce, but also due to their higher nutritional qualities."
"We started marketing them in Spain and we have expanded to the UK and Germany. We are also in negotiations with Scandinavian clients and we have already conducted test shipments to Dubai by sea; a destination which so far had only received air shipments."
Endinava is also planning to launch a new range of aromatic herbs with a shelf life of three weeks.
For more information:
Iñigo Calvo
Endinava
Paseo de la Presa s/n
31589 Sartaguda (Navarra). Spain
T: +34 948 66 70 48
info@endinava.com
www.endinava.com