Lasting Leaf bagged salads will contain UK-grown ingredients only throughout the summer.
Capitalising on the buy-British trend from the middle of June onwards, the salad brand has also launched an interactive website to communicate to consumers where their produce comes from. It features a prominent Meet the Growers section that is also highlighted on pack and is accessible via a QR code.
Shoppers can then easily find out where the ingredients come from, by entering the use-by date on the packaging into the website. Each grower is highlighted with a mini-biography and photograph, detailing how and where they grow the leaves they supply.
Melanie Dean, Lasting Leaf’s marketing manager said: “Over the summer months our salad mixes contain a range of ingredients which are sourced from around the UK. This gives us both quality and flexibility, and means we can adapt to the challenges of the unpredictable British weather.
“We’re very pleased to introduce our growers and to recognise the key role they play. Following the recent horsemeat scandal, Buy British is an extremely powerful message and we’re in a strong position to capitalise on this trend. Modern consumers are very switched on and want quick access to information about the provenance of their food.”
There are six salads in the Lasting Leaf range this summer: Iceberg, Sweet & Crunchy, Crispy Crunchy, Mild & Crispy, Green Leaf and Caesar.
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