“The reality is that these products are food and need to be treated as such. Still, as living food it’s not handled in the same way. It’s susceptible to a lot fewer things than something that’s processed,” he said.
More and more consumer groups are looking for living options, Clark said.
“We’re trying to reach folks that aren’t necessarily gardeners but who want those benefits,” Clark said.
While younger, urban consumers make up a large portion of consumers of living produce, other groups are growing in interest too.
Leiterman agreed with the widespread value that living produce offers to various demographics, saying that living produce typically provides more of an experience to consumers than typical produce, making these products a good fit for high-end stores.
However, she said living products fit in well with smaller stores that don’t have a lot of fresh herb sales.
“Our produce stays on shelves longer, so it’s easier to have that offering. It fits pretty much any demographic,” she said.