![]() ![]() The biggest obstacle to gaining acceptance in the market was the product ’s short shelf life. Although consumers were resistant, some fast-food restaurants embraced the idea because of the convenience, but by 1980, according to the New York Times, it still only accounted for about 5 percent of all lettuce sales. In the mid-1960s California lettuce growers introduced packaged shredded lettuce, an idea well ahead of its time. would look to increase margins by adding value to their products. Because produce was a commodity and subject to low profits, it was natural that shippers like Bruce Church Inc. One company legend holds that the term iceberg lettuce originated with these deliveries, as children in Maine greeted the arrival of the vegetable shipments with shouts of “The icebergs are coming! ” In any event, Church ’s idea paid off, leading to the creation of Bruce Church, Inc., and turning its founder into one of the valley ’s largest produce growers and shippers.Ĭhurch died in 1958 and son-in-law Edward “Ted ” Taylor took charge and proved to be an innovator in his own right. The shipment garnered $100,000 for the two men from enthusiastic customers. In 1926 he found a financial backer in Whitney Knowlton, who provided $3,000 to buy a field of head lettuce, which Church packed in ice and shipped to the eastern markets. Born in 1900, Church studied business economics at the University of California at Berkeley and then went to work for a produce shipper. Originally from Ireland, Church ’s family had come to California by way of Canada and New York in 1875 and was originally involved in timber before turning to stock raising. PIONEERING REFRIGERATED LETTUCE SHIPPING: 1926įresh Express was established by Bruce Church Inc., a company founded by Bruce Church in Salinas, California. Product categories include Crispy Lettuces, featuring several ready-to-eat salad mixes using blends of iceberg, romaine, and green leaf lettuce along with carrots and red cabbage Tender Lettuce Mixes, which include other types of lettuce and spinach leaves mixed with such ingredients as red cabbage, radishes, and carrots Flavorful Whole Baby Blends, using baby leaves of various types of lettuce and spinach and other ingredients organic mixes complete salad kits that come with dressings, croutons, bacon crumbles, and other ingredients and specialty salads, including a variety of cole slaws. Every week more than 20 million bags of Fresh Express salads are eaten by consumers. The Salinas, California-based company essentially invented the category, and today produces 40 million pounds of salad each month. is the market leader in the consumer packaged salad business. NAIC: 311423 Dried and Dehydrated Food ManufacturingĪ subsidiary of Chiquita Brands International, Inc., Fresh Express Inc. Wholly Owned Subsidiary of Chiquita Brands International Inc.
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