Steve’s Leaves has introduced new Persian Cress to the market and had listings of staple products doubled at premium retailer Waitrose
Specialist salad producer “Steve’s Leaves” has strengthened its ties with premium retailer Waitrose with the launch of a new range and increased listings.
Distribution of two Steve’s Leaves’ staples, Baby Watercress & Little Leaves and Pea Shoots & Baby Leaves, will double to feature in 300 Waitrose stores.
Recently launched Persian Cress & Luscious Herby Leaves will be promoted by a new partnership with Michelin-starred chef Daniel Clifford, who will develop recipes and offer a meal at his restaurant, Midsummer House, as a competition prize.
Clifford, who will also feature on the Steve’s Leaves website, described Persian Cress as sweet, peppery and aromatic.
Ruth Amigo, brand manager at Steve’s Leaves, said the company looks forward to introducing further new varieties into the market.
“Since launch our aim has always been to bring something a little bit different to the salad aisle. We’re delighted to build on our successful partnership with Waitrose,” she said.
Waitrose salad and prepared produce buyer, Tom Moore, said: “Our customers are looking for high-quality, great-tasting ingredients and they like to try new things. The Steve’s Leaves brand ethos and its new Persian Cress & Luscious Herby Leaves salad is ideally placed to meet this need.”
The brand, created by watercress academic Steve Rothwell, has been stocked in Waitrose since 2010.