Lettuce on water is a co-creation of Albert Heijns Food Rebels, Hrbs' green design, and the products of AH's permanent lettuce suppliers. "We chose to offer different kinds of lettuce, not just butter lettuce. There is also tricolour, curly leaf and oak leaf lettuce. It is also a good test for the fresh fruit and vegetable teams to see how these new lettuce varieties catch on with customers when they are presented in this way.
It is an experiment for AH as well as Hrbs. The company is a service model for fresh herbs and crops. It has, up to now, focused on companies and the catering industry. "Hrbs wants to bring the world of fruit and vegetables as close to the ordinary person as possible. We want to integrate them into everyday life. We supply stands, for inside and outside, with trays for different kinds of mini-vegetable crops and herbs. Chefs and clients can then harvest these themselves. When the crops have all been harvested, or are old, we deliver a new tray and take the old one along for reuse", says Michiel. Before he started working at Hrbs, he was a buyer at Albert Heijn. Her reconnected with this retail shop with this idea. "I know how they think, and what is important to them. We will see how it goes. We consciously opted for co-creation. Lettuce is a new product for us. We are certainly open to the idea of including collaborations to also provide services to retail", he says.