|October 26, 2004,
as reported by just-food.com: Supermarket chain
Sainsbury’s has found away to guarantee its customers
fresh lettuce—sell them the plant. The UK grocer
is encouraging shoppers to pick their own fresh produce
with the launch of a new “living lettuce”
designed to be grown and harvested on the kitchen windowsill.
The lettuce, a cross from endive, gem and curly-leafed
strains of the salad plant, will go on sale at selected
stores this week for £1.09 (US$2) each, reported
The lettuce project, in development for two years,
started with the idea that consumers can harvest the
plant gradually over several weeks, a few leaves at
a time, so that they can have freshly-picked lettuce
"Lettuce leaves are at their very best when first
picked," Stephen Hedderley, salad buyer for Sainsbury's,
was quoted by The Guardian as saying.
"We can't take all our customers to the farmer's
field, so we're bringing the field to them, in miniature,"