Stories - 30-09-2022
Crunchita™ lettuce is one of our iconic Woolworths products
Thrilled... that was how Mari de la Buscagne, Produce Technologist Leafy Crops at Woolworths South Africa, felt when she was first introduced to the Rijk Zwaan Crunchy Lettuce varieties in 2013. “This remarkable natural cross between a cos and a crisp lettuce is bright green, has a unique visual appearance and an appealing taste,” she says. Ten years later, Crunchita™ is an iconic brand in the retailer’s 330 food stores, and Woolworths customers know they are purchasing the real deal. “And the Crunchita™ era has just begun,” predicts Mari.
Many firsts in the retail sector
Founded in Cape Town in 1931, today Woolworths is one of the largest retailers in South Africa. It operates full-line fashion, home and beauty stores, many of which incorporate a premium food retail offering. According to Mari (left on the header image, next to Rijk Zwaan's Crop Specialist Erica Pierce), the company has accomplished many firsts in the sector: “We were the first to offer employee benefits like a pension fund, maternity leave and medical aid, the first in advancing in technology in the late 1960s, the first to introduce sell-by dates on food packaging in 1974, and the first to offer pre-washed lettuce.”
Distinctively sweet, super crunchy and very juicy
Crunchita™ was officially introduced into the South African market in the summer of 2014. “We launched it successfully into the lettuce heads and pillow pack range, exclusively with our partner Rijk Zwaan and eight of our best farmers nationally,” she recalls. “We love it because it gave us the leading edge in the market. The taste is distinctively sweet, super crunchy and very juicy. It also has a vibrant green colour that kids and adults love, and it has an excellent shelf life. The best advantage is that it can be eaten just as a healthy snack, instead of a bag of crisps.”
Purchasing the real deal
In the subsequent years, a range of successful products was introduced, always under the trademarked Crunchita™ brand. “When customers know and love the Crunchita™ products, they can just look for the name. They know that what they are purchasing is the real deal. Now, it has become one of our iconic Woolworths products. We offer the washed and ready-to-eat Solo Leaf, Mixed and Italian pillow packs. And during summertime we have an upper-tier Baby Spinach, Beetroot & Crandberry Mix on the shelf. This year, a special Crunchita™ Crunch salad is available for purchase in-store or online.”
The Crunchita™ era has just begun
Leafies are part of Woolworths’ extremely important produce and horticulture categories, and Mari is optimistic about the future opportunities. “I foresee a bright future with stable continuous growth for the lovely Woollies’ lettuces and millions of satisfied customers. The Crunchita™ era has just begun and I believe it is going to take over the Iceberg lettuce heads!”She is also enthusiastic about other Rijk Zwaan innovations like the Knox™ trait for lettuce which delays pinking and therefore keeps the lettuce fresher for longer. “We are constantly looking for new ways to improve quality and shelf life. This phenomenal trait will reduce waste on the farms, in our stores and in customers’ homes,” Mari concludes.Interested? Read more about the Rijk Zwaan innovations Crunchy Lettuce and Knox™.
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