Most live head lettuce is picked on average 2 weeks before it sits on the shelf. Its use by date is typically within a couple of days of the day you are looking at it. And the average cost is $3.50 per single head. Live head lettuce is sold at a premium price to typical iceberg or romaine lettuce because it still has its roots attached. It’s . . . fresher.

One day I was delivering an order to one of the chefs we supply. As we were chatting she made an offhand comment about the cost of staying in business. I thought this was headed to a negotiation on the price of our product.

I thought our lettuce is competitively priced with other “live” head lettuce. But that was not where she was headed. She said

“I’d pay you more for your products because the freshness, taste and lack of waste more than make up for a higher price.”

“I’m willing to pay a premium price for lettuce that hasn’t been sitting in a cooler for 2 weeks, doesn’t need to be washed, and we don’t have to throw half of it out because it’s spoiled. But, you don’t charge a premium price. Why?”

We believe in providing the freshest, cleanest, and naturally grown lettuce, kale, chard, basil and arugula possible. We don’t use any pesticides or herbicides. We use renewable sources of energy. We recycle all of our water. In other words we believe in offering you a product of high quality and value at a competitive price. Maybe another way to say this is why not get what you are paying for.