The Greenhouse Grown Lettuce is unique compared to Tanimura & Antle’s other products because of the method, location, and marketing used to promote this product. Their marketing tactic is concerning because someone who is trying to be more conscious of their produce source may see this label, and get excited by what could be potentially false advertising. There is a current agricultural revolution taken place that is the result of the growing movement towards greenhouse growing. Therefore, it is necessary for produce companies to be transparent about their greenhouse production to hold them accountable to the promises their green branding tell consumers. When looking through their website one leaves with a great deal of important, unanswered questions such as: “What hydroponic methods are being used?” “To what extent are fertilizers used and what kind?” “Where is the clean energy they are using coming from?” Additionally, the product comes in a clear plastic container that asks consumers to recycle it without any clear guidance. For these reasons, I would rate the product a 1.5/3 because it needs to do a better job providing consumers the full story of the product’s life cycle.
Tanimura & Antle’s Greenhouse grown lettuce claims to be growing hydroponically in a greenhouse facility in Tennessee. When looking deeper into the growing methods used in the greenhouse nothing specific is said about the different growing styles used. The only information given about their greenhouse are surface level hydroponic facts that are listed in the “sustainability” description. For example, the only information on the greenhouse growing conditions given is, “this method of farming uses natural energy, less land and 90% less water than open field farming.” It’s understandable that certain information might be proprietary, but the lack of transparency makes one concerned about the growing practices used to maintain the high production levels the company might be accustomed to getting from their other fields in the Salinas valley. Their produce is then packaged in clear plastic that is labeled as recyclable.
Tanimura & Antle’s are the producers of the Greenhouse Grown Lettuce sold at walmart. They are well known in the industry because of their huge presence in California’s Salinas Valley also known as “the World’s Salad Bowl”. With that in mind, they have a very rich product portfolio of soil-grown produce such as cauliflower, green onion, and a variety of lettuce.
Their Company Website