JFC launches Homegrown salads brand at Asda

A new branded range of vertically farmed bagged salads produced by the Jones food Company has been launched exclusively at Asda.

The range of British leafy greens includes three SKUs: 80g Mixed Salad, 60g Rocket, and 80g Hot & Peppery Cress. It was made available online across the UK and at 270 Asda stores nationwide from Monday 4 September.

James Lloyd-Jones, CEO of the brand’s producer, Jones Food Company, stressed the salad mixes’ green credentials.

“All of our salad is entirely British-grown, which results in fewer food miles than salad flown in from around the world,” he said. “It is grown using only renewable energy and uses 90 per cent less water than plants, which have been more traditionally produced.

“We can harvest our crops in one day and deliver into supermarket depots the next, so the freshness is guaranteed.”

Asda’s produce director Dom Edwards added: “We’re delighted to be the first British retailer supplying a vertically farmed bagged salad range at this kind of scale, enabling customers to buy nationally and online.

“As well as clear sustainability benefits, the salad leaves aren’t subject to adverse weather – resulting in better availability and more consistent quality for our customers.”

The listing for Homegrown follows other 2023 retail launches for vertically farmed bagged salads, including Fresh Leaf Co. at Iceland and Unbeleafable at Tesco, both produced by vertical farming specialists GrowUp Farms.