Small-portioned vegetables are known to be increasingly popular, especially among younger consumers and single households. In addition to cucumbers, carrots, cauliflower and the like, small-caliber lettuces are increasingly being grown in line with the times. As a result, butterhead lettuce is gaining in importance as well, especially in Bavaria. In Nuremberg's Knoblauchsland region, the fine lettuce hearts are already being cultivated in market-relevant quantities and the marketing potential of the lettuce variety is huge, says Stefan Hußnätter, vegetable producer and marketer in Nuremberg.
About seven years ago, Hußnätter was once stuck with a quantity of lettuce that was unsaleable for food retailers due to hail damage. "Then the idea came up once to cut out the hearts and market them individually. The sales figures were surprisingly attractive," says the market gardener.
From this initial experience came an attempt to cultivate butterhead lettuce specifically. "We looked for a suitable variety and then learned after the first trials that butterhead lettuce requires a completely different cultivation method compared to common lettuce, simply because of the small distance between plants and cultivation measures."
© H. & F. Frischgemüse GmbH
On the grocery store vegetable shelf, butterhead lettuce is predominantly found in trays of two. In the catering trade, one also sees a clear trend toward smaller containers, with about 8-10 pieces per package. Hußnätter: "The advantage is largely that the hearts can be prepared very quickly. Just twist out the stalk with your thumb and forefinger, carefully press the heart apart, run it under the tap for a moment, pour on the dressing, and the salad is ready!"
Continuous quantity decrease
Meanwhile, butterhead lettuce is already growing and thriving on about 15 hectares at Gemüsehof Hußnätter. The lettuce is usually harvested and marketed from early May through October. "At the beginning of the campaign, we observe a slightly higher demand, but otherwise the acceptance of goods is fairly constant throughout the season. The same is true for prices, although this year we are of course facing an exceptional situation due to inflation and extreme cost increases. In general, though, butterhead lettuce still represents attractive value for money."
Growth potential exists
According to Hußnätter, there are currently only a few farmers involved in the targeted cultivation of butterhead lettuce. "Unfortunately, people still take surplus lettuce that is processed into lettuce hearts. In some cases, this makes it difficult for us to attract new buyers for the product. However, those who opt for butterhead lettuce are without exception enthusiastic, which is why I already see further potential. The same applies to consumers at the PoS. Continuous quality and the resulting repeat purchases are ultimately decisive and are accordingly particularly important to us."
Regional marketing as a trademark
As a classic vegetable farm in the heart of Franconia, Gemüsehof Hußnätter is particularly dedicated to regional marketing of the vegetables it produces itself within. "Regionality takes a high priority for us. If necessary, we also deliver our goods to surrounding states, but nevertheless focus primarily on on-time delivery within Bavaria. True to the motto 'Everything from a single source', we provide the entire range of services for the vegetables, from preparation and packaging in line with market requirements to transport. This provides us with a certain flexibility and transparency, especially in these times."
Images: H. & F. Frischgemüse Ltd
For more information:
Stefan Hußnätter
H. & F. Frischgemüse GmbH
Boxbergweg 9
90427 Nürnberg
Tel.: +49-(0)911-938 55 86
Fax: +49-(0)911-938 56 46
[email protected]
