In the western world more care and attention is being paid to food and cooking. Some people enjoy spending a lot of time on culinary exploits, but that is not necessary. An easy, quick meal can also be raised to a higher, tastier and healthier level in less than no time with a few fresh herbs. And if you don’t have a traditional herb garden it’s very convenient to have the herbs you often need close at hand at all times in the form of potted plants. With their vibrant foliage they will also bring a home to life, while needing very little care – more aspects that make them appealing to an increasing population.
Booming culinary and organic markets
Erica Renaud, Regional Business Manager for Vitalis and Herb Product Manager in North America, sees the growing culinary movement also in the US. Renaud: "People want fresh herbs. There is a desire for consumers to eat more nutritious, ethnically diverse and safe food products. Fresh herbs contribute to fulfilling these consumer desires, while major US retailers want year-round greenhouse grown consistent food products.”
Food safety plays a major role in the desire for greenhouse produced foods as they are perceived to be more safe. Herb market growth is also directly correlated to growth in the organic sector. Certified organic herbs make-up a larger percentage of the market compared to conventionally produced due to their perceived nutritional and medicinal value. The ethnic diversity of the US food palette is also contributing to herb growth as consumers experiment with more international foods using various herbs in their recipes. As a result, dozens of potted herb growers have sprouted up across the country to service regional and national retailers in recent years.
Renaud: "The largest factor in herb pot growth is the demand by the retailer for growers to supply a diverse product range year-round. With protected culture, they can supply consistent quality year-round for the booming culinary and organic markets, and market the product as US grown. For retailers that do not require US grown, the product is predominantly grown in open field production in the southwest US and Mexico. Besides the growing market, the demands of the fresh produce chain have also changed. What was traditionally expected from an herb cultivar – high yield – is no longer enough; the varieties have to be uniform, responsive to liquid fertilization, fit in a sleeve properly, have a good shelf-life and resistant to present and developing diseases.”
Read more in the new issue of The Partnership
