Veg Pro enjoys growth with new products

06/23/2011 11:58:00 AM
Dan Gailbraith

SHERRINGTON, Quebec — Veg Pro International Inc. introduced a single-serve version of its Fresh Attitude salad kit this spring and is expanding distribution of its original 1-pound salad kit to the eastern U.S., said Daniel Dufresne, executive vice president of sales and marketing.

“The kit has done better than we expected,” Dufresne said. “Within six months after last year’s launch we had to add more equipment to increase our capacity.”

Most popular is the Caesar, he said, with romaine hearts, croutons, creamy Asiago dressing and imitation bacon bits. Veg Pro spent 18 months on research and development, Dufresne said, creating the tray, sourcing a micro-perforated film from Europe and hiring a chef to determine the perfect dressing for each of the four pre-washed, ready-to-assemble kits, which retail for $4.99 to $5.99 and serve two to four.

The package is 100% recyclable and resealable, he said. Because the garnishes don’t touch the salad, they don’t affect the flavor or shelf life of the lettuce.

The Fresh Attitude spring mix, second in sales, contains seven to 13 baby lettuces with portions of walnuts, dried cranberries, fresh diced apples and a raspberry poppy seed dressing.

“We’ve never had so many positive comments,” Dufresne said. “People actually write to say they love it.”

The single serve kits fit into a lunchbox and are ideal for elderly consumers, who were quick to tell Veg Pro the original kit was too big for them.

“It’s just the beginning,” he said.

Veg Pro farms 3,000 acres of lettuce in Belle Glade, Fla., during the winter and transitions to its 3,000 acres in Quebec at the end of May.



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