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The product Salad Ready will have wide appeal to a large variety of market segments nationwide, from consumers to the hotel, restaurant, and institutional markets. Profitability will be demonstrated in the first year of operation: The firm's financial objective is to reach a point where stock can be offered publicly.
The product concept flows from the European culinary tradition of "salad" — a tasteful selection of appetizing and eye-appealing green leafy lettuces. These lettuces include romaine, radicchio, mache, etc.
The packaged version of this concept places it in the rapidly growing group of high-quality, premium-priced, convenience-based products which fit with the emerging American family and lifestyle.
Variety of salad greens eliminates need to buy heads of several kinds of lettuces, mix portions of those heads, and store the unused portions Sustained freshness for at least five days if bag is maintained at proper temperature Ready-to-use - eliminates trimming, washing, drying and cutting the salad Pre-selection of highest quality green Maintenance of nutritional content through the retail cold-chain Hygienic protection of produce from dust, uncontrolled spraying spill-overs, or easy touching and tampering Salad Ready is manufactured through an industrial process.
The bag containing the lettuces is made of transparent polypropylene. Pressurized air is added to the pouch before sealing to allow vapor exchange and to protect leaves from being crushed or bruised.
The recommended shelf life varies between 5 and 20 days, depending on the quantity of lettuce involved, the combination of leaf lettuce types, and the quality of the customer's storage facilities. The Salad Ready product line will include: Proprietary Position There is currently no similar product on the market in the U.
Existing products that come closest to this product are quite different in content, containing compacted shredded vegetables or iceberg lettuce instead of loose-leaf vegetables.
They also differ in appearance, sold in a cloudy package instead of transparent film. Salad Ready-type products have been successfully marketed for five years in Switzerland, and were introduced only a year ago in France, where they have already taken one-third of the linear shelf space in the chain stores and supermarkets.
After only nine months of operation, the leading French company is currently under buyout negotiations for as much as four times its initial capitalization. The processing technology for Salad Ready, which was developed in Europe, falls in the realm of "trade secrets. However ingenious, the process remains relatively simple at first glance: In fact, this proprietary process know-how is necessary to assure the distinctive high quality of the product and avoid production problems that lead to a deterioration of quality.
Experience in Europe shows that Salad Ready know-how can be mastered only after a one-year learning curve. Again, Salad Ready-type product experience in Europe shows that continuous product development is a necessity to stay ahead of competition and grow. The relative simplicity of the technology and its production capacity flexibility permit quick and inexpensive adaptation of the process to new products.
The product characteristics that could be modified in the course of business are: Contents Addition of other vegetables radishes, mushrooms, olives, etc. Addition of other loose ingredients nuts, corn, etc. Addition of other packaged products salad dressing samples Packaging Packaging material Graphics, labelling Salad Ready has a high capacity for adaptation to regional differences, different market segmentation needs, and food consumption trends, because it can easily accommodate variations around its basic two-fold concept of freshness and convenience.
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