Perfection Fresh (Aust)

Perfection Fresh wins rights to grow and market specialty Artisan® lettuce

Perfection Fresh, has been granted exclusive rights to grow and market specialty Artisan® lettuce in Australia - the line which has revitalised the lettuce category in the United States.
Perfection Fresh chief executive officer, Michael Simonetta, said Artisan® lettuce, originally developed by leading Californian lettuce producer Tanimura & Antle would be the most exciting development in Australia's $100 million-plus lettuce industry since Perfection Fresh introduced Sweet Gems™ baby cos lettuce hearts in 2004.

"Mesculin mixes were the first variation to revolutionise the lettuce category, followed by bagged lettuces, fresh cut salad mixes and then Sweet Gems™.  All followed hot on the heels of acceptance in the United States. Based on the current success Artisan® lettuce is enjoying in the United States, now is the right time to introduce a new lettuce and Artisan® has all the attributes to be the next big thing," Mr Simonetta said.

Tanimura & Antle chief executive officer and president, Rick Antle, said Artisan® lettuce clearly met the consumer demand for flavour, texture and variety when making a salad.

"Tanimura & Antle is very pleased to work with a forward-thinking company like Perfection Fresh to bring Artisan® lettuce to Australia," Mr Antle said.

Mr Simonetta said the move would reinforce Perfection Fresh's position as one of the key players in the ongoing development of Australia's lettuce category. He said the introduction of Artisan® lettuce was in line with Perfection Fresh's strategic business objectives to expand its range of proprietary products and offer consumers innovative lines.

"Like many of today's fresh produce lines the development of Artisan® lettuce has been influenced by food trends around the world. Increasingly, consumers are inspired by lifestyle television cooking shows and are seeking products which suit a specific purpose in the kitchen," he said.

"While Artisan® lettuce will initially compete with bagged lettuce for attention its advantage is easy preparation - one cut, a quick rinse and it's ready. It holds its shape and texture when prepared and dressed and doesn't wilt or shrink.

"The product is different in colour, flavour and texture to any other lettuce currently on the market," he said.

Artisan® lettuce will combine four fully mature, petite heads of specialty lettuce - two red and two green - packaged in a clamshell punnet. Packs will either include red or green petite gem lettuce, red or green petite oak lettuce or red or green petite tango lettuce. By offering whole heads that can be left intact until ready for use, Artisan® lettuce provides a fresher alternative to packaged salads and blends.

Mr Simonetta said the availability of specialty lines within a fresh produce category traditionally stimulated overall sales growth within that category. Additionally, the availability of specialty lines tended to stimulate consumer interest in specialty lines across the board, he said.

"Having a range of products to choose from within one category encourages consumers to be more creative with their preparation and, more and more, growers, food companies and retailers are developing lines which cater to specific demands. The tomato category is a great example. Ten years ago, there were two or three tomato varieties available - now there are many tomatoes with specific attributes so consumers can select according to size, flavour, shape, colour or best culinary application."

Mr Simonetta said Perfection Fresh's development of Artisan® lettuce would be supported by Tanimura & Antle's agronomic and marketing experience. Growing practices specific to the new lines would be implemented, he said.

Perfection Fresh, which pioneered the production and marketing of proprietary lines in Australia, now supplies more than 30 gourmet and baby specialty fruit and vegetable lines accounting for between 35 and 40 per cent of the company's annual fresh produce sales.

Perfection Fresh expects the first Artisan® lettuce to be available between November and December this year. Approximately 700 cartons a week will be supplied in summer - the peak salad-eating season. Initially grown in Cowra, New South Wales, it will be grown in other regions following trials and be progressively available nationally.

The lettuce will be initially sold in Tanimura & Antle's proprietary clamshell punnets recognised at the Produce Marketing Association's 2009 Fresh Summit as a PMA Impact Award finalist for Excellence in Packaging. The punnets, which cushion and protect each individual head of lettuce, feature a contoured tray with scallop-curved edges and four individual compartments.

Perfection Fresh's Artisan® lettuce has a shelf life of up to 10 days - considerably more than other lettuces - and a recommended retail price of between $3.99 and $4.98, depending on the outlet. It will be available at leading supermarkets and independent retail outlets in New South Wales, Victoria and Queensland during summer as well as Perfection Fresh's Sydney Market stand and then eventually ranged nationally year-round.

Perfection Fresh would target future growth opportunities for Artisan® lettuce in the foodservice and restaurant sectors, Mr Simonetta said.

Perfection Fresh commenced negotiating the exclusive rights to grow and market Artisan® lettuce in October 2009.