Griffin is also a director of the Shamrock Seed Company, which is active in Europe advising some of the continent's largest suppliers. He was speaking at last week's leafy salads growers conference.

In a world where convenience and taste are becoming increasingly important, US multiples are similar to their UK equivalents in striving to establish points of difference, with the result that the market continues to boom.

While there must have been a sense of déjà vu in comparison with the UK industry, where these trends are apparent, there was a very attentive audience trying to gauge how these elements might influence their own future.

But there the comparison ends. It is the sheer scale of the operation based mainly on the West Coast that is staggering.

Griffin said: 'Over 4.6 million tonnes of all lettuce varieties are worth $1.95 billion to growers, putting it in the second top spot, more valuable than tomatoes or onions.' But while retail sales will hit $2.2 billion this year, an annual increase of 10 per cent, there continues to be a shift away from iceberg towards Romaine and a range of other leafy lettuce. Added to this are more and more combinations which, as in the UK, include rocket (known as arugula in the US, young spinach, chard and many more. Prices range from $1.25 to $3.50 a head.

Griffin added that research showed pre-packed salads had achieved 68 per cent market penetration, and 80 per cent of purchases are made on impulse.

'Current focus is on the hottest selling mixes, new product development, food safety, maintenance of margins, efficiency of co-operation and more supplier responsibility', Griffin said. These are all linked to increased sales volumes.

But as these new concepts emerge, he also had some criticism for the US retail trade where 16 per cent of displays were out of stock, and often suffering from lack of shelf space.

Somewhat more surprisingly, he was critical of the lack of product innovation, pointing out to the audience that there was potential to develop an incredible 27,000 new salad products, in a market which probably only sells, at best, 250 lines.

Looking to the future Griffin sees a greater adoption of technology covering everything from automated and robotic growing to greater use of breathable packaging films.

One change in presentation that is already making its mark is the move from bags to rigid containers including bowls and clamshells. He said: 'This is because customers have said they want less damage.' As far as retail-supplier relationships are concerned, these will become closer with more information sharing with growers and demand forecasting.

Did you know? Cross marketing bagged salads with other products increased US growth in value by 28 per cent.

US retailers have a 72 per cent market share; foodservice 18 per cent, mass merchandisers eight per cent and wholesalers two per cent.

The top five US salad producers by volume are: Fresh Express (39 per cent), Dole (38 per cent), private labels (16 per cent), Ready-Pac (seven per cent) and T&A (two per cent).

Total sales of fruit and vegetables in the US have grown to account for 12.1 per cent of store turnover and 15.9 per cent of profit.

Gross margins remain flat at 36.2 per cent.

The average number of inventory turns had dropped from 58 in 1997 to 49 in 2000.

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