President’s Choice is looking to help Canadians better understand the role greenhouse growing plays in delivering fresh, high-quality produce throughout the year.
Through its greenhouse-grown tomatoes, strawberries and lettuce, the brand is helping spark a broader conversation about how greenhouse growing is transforming produce and providing consumers with fresh flavour and consistency regardless of season.
The timing is notable, as new Mintel research found that 77% of Canadians agree that growing produce in climate-controlled greenhouses in Canada is a good idea.
April Preston, SVP, Control Brand Product Management & Innovation, for the grocery retailer, said the goal at President’s Choice is to bring Canadians high quality fresh produce year-round, without compromising on quality or flavour.
“Greenhouse growing plays an important role in delivering on that commitment. We’ve built strong relationships with some of North America’s leading greenhouse growers over many years, and we continue to work together to bring Canadians high quality fresh produce all year long,” she said.
Canadians want great-tasting, high-quality produce regardless of the season, and we believe they shouldn’t have to compromise, said Preston.
“That expectation is driving innovation in greenhouse growing, from new varieties to advanced growing techniques, allowing us to deliver consistent quality and flavour across products like tomatoes, strawberries and lettuce throughout the year,” she said.
Preston said it’s encouraging to see Canadians embracing greenhouse-grown produce and recognizing the value of some food grown closer to home.
“At President’s Choice, we’re working closely with North American growers and seed innovation partners to introduce new varieties, enhance flavour and explore opportunities to grow more types of produce in greenhouses,” she said.
“We see tremendous opportunity for greenhouse-grown produce. As Canadians become more interested in where their food comes from, we believe demand for fresh, greenhouse-grown options will continue to grow. At President’s Choice, we’re focused on expanding our greenhouse-grown assortment through new varieties, innovative products and, over time, entirely new crops. It’s an exciting area of growth, and one we believe will play an increasingly important role in the future of fresh food in Canada.”
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