That’s important to enough consumers that the company felt compelled to move in that direction, Clark said.
“I think there’s a fairly small percentage of consumers that that’s what they would probably buy no matter what,” he said, referring to living herbs. “Maybe they’re health-conscious or they’re really into a slow-food movement that they really want fresh. And there are people that really enjoy growing things.”
There are some parallels to fans of organics market, he added.
“I’m sure there’s definitely a tie-in there,” he said. “I suspect if you polled people that were buying, they’d be interested in the fact that it was organic.”
“Most of our products and vegetables, the majority of people buying them are women,” said Rob Arnold, vice president of marketing for Jenison, Mich.-based Luurtsema Sales Inc., which supplies Living Salad Bowls to retail customers and garden centers.