A recent food poisoning outbreak linked to shredded iceberg lettuce has led to an 11% drop in lettuce sales at Stew Leonard’s grocery chain. In response, the chain is now offering greenhouse-grown lettuce as a safer alternative for its customers, according to reports.
As of Friday, the New York Subway chain announced it would be reducing its orders for bagged lettuce from suppliers such as Andy Boy, Dole, and Fresh Express. Interestingly, these brands have not been directly associated with the Cyclospora outbreak that has reportedly affected more than 30 states.
CEO Stu Leonard Jr. is taking a personal approach to boost lettuce sales. He’s put up signs in his eight stores saying, “My wife eats lettuce twice a day. I only buy greenhouse-grown lettuce, Stew.”
This decision follows warnings from the FDA advising consumers to avoid Mexican shredded iceberg lettuce at Taco Bell locations across several states, including Indiana and Kentucky.
The outbreak has made headlines, with nearly 7,000 reported cases of severe gastrointestinal issues, causing many shoppers to steer clear of the lettuce section, according to industry experts.
Joel Mosso from Western Growers, which represents produce producers, mentioned that orders are declining as retailers believe customers are hesitant to buy fresh produce.
In Michigan, where many Cyclospora infections have been reported, health officials have cautioned residents against consuming bagged salad kits, recommending instead to purchase whole heads of lettuce and discard the outer leaves.
Leonard’s greenhouse-grown lettuce is sourced from Little Leaf Farms, which emphasizes a sustainable, hands-off growing process using rainwater. His store also features a private label product called Stew Leonard’s Organic Greenhouse-Grown Greenleaf Crunch, harvested in the Hudson Valley.
Leonard is convinced that greenhouse crops are safer than field-grown vegetables, as they don’t rely on potentially contaminated irrigation systems connected to human waste, which can lead to such outbreaks.
While the FDA hasn’t pinpointed the source of the lettuce responsible for the outbreak, reports suggest it might be Taylor Farms based in Salinas, California.
Large agricultural producers have not commented on the situation. On Thursday, Leonard expressed reservations about promoting the greenhouse brand at his stores, worried it might alarm customers.
However, by Friday, he decided to actively promote his greenhouse-grown produce, noting, “Lettuce sales continue to be negative today.”
