Fresh, wrapped jumbo Butter Leaf lettuce from California’s Coachella Valley will be on the shelves of grocery stores in November, thanks to the leaf program by Peter Rabbit Farms.
“Our leaf program is a full service operation for fresh, leafy greens: Romaine, Iceberg, green and red leaf spinach, and Jumbo Butter. In 2020 we added wrapped and liner Iceberg lettuce to our mix, and this year we will be adding the option for wrapped Jumbo Butter Leaf,” explained Garret Powell, sales and operations manager for Peter Rabbit Farms.
“The wrapped jumbo butter leaf is something we see as a preferred option for retailers,” he continued. “Not only does the butter leaf stay fresh for longer when wrapped, but it helps with consumer food safety concerns.”
The program has had positive reactions from consumers, and Garret feels that the way they package the new addition will have the same effect. “You know how typically you might find some Butter lettuce with the root attached? For us, it’s just straight from the field, but the roots are cut off and then we’re going to wrap it, but it’s our Jumbo Butter Leaf, so we’re hoping to see some good interest there.”
“We threw the idea around last year. We talked to some retailers and there seemed to be some interest.”
Because of the dry, warm winter climate, Coachella Valley is conducive to growing lettuce during the cold, winter months, which significantly lowers the level of risks that other growing regions experience. “By wrapping the product, not only does it give it a longer shelf life, but will also create different reactions on the shelves at retail.”