Can packaged produce get America out of its salad rut?
Despite decades of nagging to eat more leafy greens and colorful vegetables, the average American eats a salad at mealtime only about 36 times a year. That's 20% less often than in 1985, when the average annual frequency was 45, according to market research firm NPD Group. Fewer than half of Americans—49%—ate at least one "leaf salad" at home in two weeks, compared with 75% who ate a potato dish and 81% who ate beef.
"The single biggest problem with salad is making it," says Harry Balzer, vice president at NPD, who studies eating habits. "Cleaning, cutting, making sure you have fresh produce"—it all tends to keep people away, he says.
At Fresh Express Inc., a unit of Chiquita Brands International Inc., executives think adding more vegetables to bagged greens will get consumers to eat more salad. They are aiming to release a bagged salad that has not just lettuces but also cucumbers, tomatoes and red peppers, among other vegetables, by sometime next year. All shoppers will have to do is open, pour and eat.
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