US grocer Kroger has launched a line of own-brand fresh salads, called Fresh Selections.
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The pre-washed, ready-to-serve packaged salads are priced between US$0.99 and $4.99, depending on the variety and the market.
The company said the range’s packaging is the first in the US to include HarvestMark technology, which communicates where produce was grown as part of Kroger’s “quality you can trace” programme.
Each bag carries a 16-digit code shoppers can enter at HarvestMark.com to learn more about the salad’s origin, packing location, ingredients and date and time the product was packed.
“Food safety is a top priority at Kroger,” said Joe Grieshaber, group vice president of Kroger’s meat, seafood, deli and produce departments.
“Our partnership with HarvestMark makes it easy for customers who are interested to learn more about the food they purchase for themselves and their families. Kroger is committed to helping our customers prepare safe and delicious meals for their families.”
Since the onset of the economic downturn, competition has heightened in the US prepared salad category.
Branded salad maker Chiquita Brands International yesterday (27 October) emphasised the increasing tendency for US retailers to promote own-brand salad products as a means of driving sales in the market.
