“The leak-proof hang-able or shelf standing bags are easy to dispense and will fit in a vehicle cupholder — an improvement over the leaky and nonresealable trays currently seen in supermarkets,” he said.
Florganics — Rock Garden has blended the words “Florida” and “organics” to market a sub-brand offering a full line of Florida-grown organic commodities including iceberg, butter and leaf lettuces, bok choy, broccoli, cabbage, cauliflower, celery, chard, and napa, as well as arugula, cilantro, curly parsley, dill, fennel and Italian parsley. Rock Garden owns or operates the farms that grow the products.
In May, Rock Garden started shipping its Go Micro MicroGreens to Kroger Co. stores, including Ralphs, Fry’s and King Soopers. The products, which retail at $2.49-2.99, were introduced earlier in Publix Supermarkets, Safeway Northeast and A&P Northeast.
“It has really taken off in a big way,” Squire said.
The popularity of microgreens — tiny, immature versions of vegetables, herbs and other plants harvested anywhere from a week to two weeks after germination and come with the stem and leaves still attached — has exploded, thanks to exposure on cooking shows and food publications, Squire said.
Rock Garden grows the product year-round and flies it out to Coosemans locations daily, for distribution to retail customers, Squire said.
The packaging is compelling, said James Macek, president of Coosemans Denver Inc., which is distributing the product to retailers in the western U.S.
“They’re quite fluffy and quite a bit of volume to them; they’re almost the size of a berry clamshell that has a nice full look,” Macek said.