"The supermarket channel's biggest growth potential lies in getting people to eat more herbs," says Marco de Jager, Vitacress Real director. "You can expand further by adapting traditional herbs like mint, parsley, coriander, basil, chives, and dill packaging concepts rather than through flavor innovations. Outside the professional channel, there's less demand for new flavors." Vitacress Real cultivates, packages, and markets potted and fresh-cut herbs.
This Dutch company utilizes its wide range of packaging formats to cater to the different moments of use and target groups for fresh herbs. Besides the traditional 20g bags in the Netherlands and the German 40g format, they also offer 10g bags for meal packages and larger 100 to 200-gram bags for people who use a lot of herbs. "We, thus, encourage consumers to buy fresh herbs for the first time or more often," says Marco.
'Bunched' products - longer herbs like parsley sold in a bunch - are becoming increasingly popular. For the German market, Vitacress Real introduced 200-gram bunches in a sleeve, similar to those used for flowers. That idea originated in traditional sales channels such as ethnic supermarkets, where unpackaged bunches from Africa are popular. There now appears to be clear demand in supermarkets as well, especially from shoppers who frequently cook with fresh herbs and value price and freshness.
To get these bunches supermarket-ready, Vitacress Real works with European growers who meet MRL standards. The bunches are a complementary product between potted herbs (with ornamental value and longer shelf life) and cut herbs (with ease of use). "These bunched products offer volume and freshness at a competitive price," Marco explains. In Germany, packaged bunches of flat-leaf parsley and dill are already a success; in the Netherlands, they are experimenting with mint. Coriander's short shelf life means it remains a challenge, but it holds promise.
Another growth market is meal packs, for which smaller herb packaging is being developed. These are popular with supermarkets and are experiencing strong growth. Currently, woody herbs like thyme and rosemary, which last longer, are mainly used. For more fragile herbs, such as coriander and mint, Vitacress Real has developed a perforated film that regulates the oxygen-to-CO₂ ratio. That limits dehydration and extends shelf life. That packaging method is already used in meal boxes and also offers opportunities for fresh packs in retail.
Freshness is essential, so Vitacress Real works with short, demand-driven chains. "We harvest in the morning, package in the afternoon, and deliver to the distribution centers at night." That requires close cooperation with buyers. Residual streams are put to good use via the wholesale sector, processed into pestos, or used in cosmetics, perfumes, or animal feed. "We avoid wasting our herbs on all fronts," Marco concludes.
For more information:
Vitacress Real
Faunalaan 50
5928 RZ Venlo
+31 88 3520520
[email protected]
www.vitacressreal.com