Key Takeaways
- Five major European growers’ cooperatives collaborate to supply Rijk Zwaan’s Crunchy Lettuce to retail chains across Europe throughout the year.
- The initiative began with three Spanish founders – JimboFresh International, Fruca, and El Dulze, and now includes Landfrisch AG in Germany and Fellini Patrizio Srl in Italy.
- Crunchy Lettuce, a cross between iceberg and cos lettuce, offers a unique texture and taste for snack and health-conscious markets.
- The partnership has already received the Accelera Award for innovation in 2018, highlighting the success of the Snack Lettuce concept.
- Year-round production is ensured through strategic cultivation across different regions, addressing seasonal growing challenges.
A New Chapter in Vegetable Innovation
Five leading European growers’ cooperatives have joined forces to deliver Rijk Zwaan‘s Crunchy Lettuce to European consumers every day of the year. This collaboration marks a significant step in the availability of innovative vegetable products, targeting a new generation of consumers with its unique texture, flavor, and crunch.
From Concept to Continental Success
The journey of Crunchy Lettuce began in 2016 when Rijk Zwaan, a Dutch vegetable breeding company, introduced this new lettuce variety. It combines the best traits of iceberg and cos lettuces, creating a product that’s not only crunchy and juicy but also sweet and tasty. This innovation led to the Snack Lettuce concept, a snack-sized lettuce that quickly found its niche in the market.
Collaborative Efforts Yielding Results
Miguel Ángel Jiménez, CEO of JimboFresh, highlighted the collective strength brought by the partnership. “Working together as a group of companies made our project stronger and more flexible in the supply chain,” he said. The collaboration was recognized with the Accelera Award for innovation, underscoring the positive consumer feedback and the concept’s market impact.
Expanding the Reach
The involvement of Landfrisch AG and Fellini Patrizio Srl marks a significant expansion of the program. The diverse geographical locations of the cooperatives’ operations enable year-round production of the Crunchy Lettuce, overcoming seasonal challenges. Johannes van Eerde, COO of Landfrisch AG, emphasized the benefits of this collaboration, stating, “We are now able to offer our customers this innovative lettuce all year round.”
Future Prospects and Ongoing Development
The partnership addresses current market needs, fosters growth, and explores new opportunities. “This chapter isn’t the end of the story. We will keep looking for new local partners in other countries as well,” Jiménez remarked, reflecting the ambition to continue expanding the product’s reach.
Image provided by Rjik Zwaan
