GrowUp Farms has launched Unbeleafable, the first range of ready-to-eat salads grown in a vertical farm to be sold in a major UK supermarket. Three products from the range will be available in selected Tesco stores from 26 July.
The Unbeleafable range of salads is grown at GrowUp Farms’ vertical farm, Pepperness, in Kent. The farm creates the perfect growing conditions for salad leaves, without the need for pesticides or chlorine washing. Unbeleafable believes its leaves are tastier and stay fresher for longer compared to other bagged salads sold in UK supermarkets.
According to research conducted by Unbeleafable, 98% of consumers say they throw away bagged salad. The brand is confident that its salads stay fresher for longer, reducing the likelihood of them being wasted.
Unbeleafable emphasizes its sustainability credentials by growing, harvesting, and packing year-round in the UK at GrowUp’s Kent vertical farm, compared to the significant imports of salads in the UK. Pepperness uses 100% renewable energy and aims to use 94% less water than salads grown in a field or greenhouse.
Kate Hofman, founder of GrowUp Farms, highlights the commercial viability of vertical farming and its role in sustainable UK food production. Unbeleafable aims to help consumers reduce food waste by offering longer-lasting, fresh, and delicious salads.
The partnership with Tesco allows Unbeleafable to reach more British consumers and promote their sustainable approach to farming. Tesco recognizes the increasing importance of sustainability to its customers.
The retail price for Unbeleafable salads is £1.50 for a 90g bag.
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