In a new national survey from Little Leaf Farms, more than 60% of U.S. lettuce buyers admit their greens spoil before they can eat them, and nearly a quarter say this happens “often” or “almost every time,” according to a news release.
“Forgetfulness” (44%) and “how quickly lettuce goes bad” (36%) topped the list of reasons why leafy greens go uneaten, the company said. Still, people keep tossing lettuce into their carts, hoping this time will be different, the grower said — even though a third of U.S. consumers admit they “like the idea of salad more than the reality of eating one.”
And that’s exactly the cycle Little Leaf Farms says it is out to break.
This National Salad Month, Little Leaf Farms said it is inviting consumers to come clean on their bad lettuce habits — no judgment, just fresh starts — with its Lettuce Confessions campaign. Whether it’s a forgotten head of lettuce in the back of the fridge or too often settling for soggy greens the company said it is here to help shoppers turn over a new leaf.
Little Leaf Farms said consumers can confess their lettuce sins, pledge to switch to its fresh, long-lasting greens and enter for a chance to win a year’s supply of its crisp lettuce and a $2,500 grocery gift card. Plus, for every lettuce confession submitted, Little Leaf Farms will donate $1 to ReFED, a nonprofit advancing solutions to food waste, up to $10,000, according to the release.
“For too long, sad, tasteless lettuce that’s already halfway to wilted when you bring it home has been the norm — no wonder it ends up in the trash,” said Jeannie Hannigan, marketing director for Little Leaf Farms. “Our survey showed 86% of Americans would be more likely to finish their lettuce if it stayed fresher longer, and that’s exactly what Little Leaf Farms delivers: greens that stay fresh and crisp and taste great.”
“In homes across the country, Americans waste more than 26 million tons of food each year at a cost of more than $151 billion — and nearly 40 percent is produce,” said ReFED President Dana Gunders. “We’re excited that Little Leaf Farms is driving attention to this problem and hope their campaign raises awareness of the small behavior changes that make a big difference in reducing wasted food, from proper storage to checking what’s in your fridge before you go shopping.”
Little Leaf Farms said its lettuce is delivered to the grocery store in about 24 hours after harvest and is grown using captured rainwater, natural sunlight and no chemical pesticides or herbicides.