Vertical farmer has major plans for UK expansion
Waitrose has begun stocking its first vertically farmed salad range in the shape of Planet Farms’ Fresh Everleaf.
It represents the first time the Italy-based firm’s products are available in the UK, and comes at a time of expansion for the company. In April the certified B Corp announced an investment in excess of £25mn into a 20,000 sq metre UK facility that will supply Waitrose directly.
The new range – which includes Delicate Mix, Iceberg Lettuce, Vitality Mix, and Mixed Leaves – will be sold at an RRP of £1.80 each for 70g.
Grown without pesticides or herbicides using a fully automated growing system, the company explains that the leaves move from harvest to bag in under a minute. It adds that the clean-room growing conditions and root-only irrigation system leads to a dry and crispy leaf with no need to wash, meaning the salad can be eaten straight from the bag.
The product promises to stay fresh and crispy in the fridge for at least eight days. The company claims that it “offers a new benchmark in sustainable food production” with 95 per cent less water used, a 93 per cent reduction in soil occupancy and 96 per cent less fertiliser than in traditional agriculture.
Planet Farms says flavour is its priority and it has a partnership with the oldest three Michelin-starred restaurant in Italy, Da Vittorio. Known for its uncompromising culinary standards, the Cerea family – the chefs and owners of Da Vittorio – “bring challenge, innovation and a relentless pursuit of flavour via the mini-farm and R&D facility built on site to supply the restaurant in Brusaporto and to test new recipes”, according to Planet Farms.
Daniele Benatoff, CEO and co-founder of Planet Farms, said: “We hope the UK will love our pioneering Italian-grown salads, and experience crunchiness and freshness like never before. This partnership represents our shared values of quality, sustainability, and innovation.
“We want to make sure that foods stay fresher on shelf, for longer, and contribute to reducing food waste. We believe that by combining technology with nature’s wisdom, we can grow better food for everyone – delicious, fresh, and respectful of the planet.”
