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Buyer demand drives T&A's reintroduction of 'Field-Fresh' wrapped leaf lettuce

tavideo imageSomeone once said, "What's old is new again." Reviving a unique harvesting technique originally launched a decade ago, Salinas-based Tanimura & Antle has reintroduced its "Field-Fresh" wrapped leaf lettuce for one simple reason: buying segment demand.

T&A's research shows that its field pack technique increases shelf life by 11 days and reduces shrink 20 percent. These compelling stats, coupled with buying segment demand for the reintroduction of the process, have prompted T&A to return to a field pack process it originally launched more than 10 years ago.

"The special plastic and the sealing process we use on the whole leaf product keeps the lettuce more fresh and protects it," Brian Antle said in a field interview video. "There isn't as much handling of the product in the short amount of time it takes to go from the field to the box."

To help retailers educate shoppers on what it takes to get product from the field to the supermarket, T&A's field wrap plastic and channel strips carry a QR code that directs smartphone users to videos showing T&A’s lettuce being harvested and packed, as well as tips for preparation when it reaches consumer kitchens.

All Tanimura & Antle vegetables are field packed. T&A currently offers several varieties of field-fresh packed lettuce: romaine, red and green leaf, endive and escarole.