World Wide Leek: convenience without waste

At the AGF Detail fair, which was held in early October in the Dutch town of Houten, leek growers Ge…

At the AGF Detail fair, which was held in early October in the Dutch town of Houten, leek growers Gert Smits and Theo Wolters introduced their ‘World Wide Leek’ to the public. The duo markets its leek, packed in cartons of 12 x 300g without leaves and roots, under this brand.

"For many consumers, the large amount of waste and the strong smell of leek is often a reason not to buy the product," says Gert Smits, "Our product does not smell, is without waste, fits comfortably in the refrigerator and has a shelf life of ten days. We introduced this concept six months ago in several German supermarkets, where it was well received. So we considered this the right time to present it to the Dutch market."

"The idea arose from a search for greater efficiency in leek growing," Smits explains. "Leaves are almost always discarded by consumers. Yet in the past retailers always tried to make the leaves look as nice as possible; in an attempt to make the product look attractive. We, in developing World Wide Leek, went back to the older varieties with a longer shaft."

The product can also be used in casseroles, for example in larger dishes with ham and cheese. According to Smits the product is more popular in Germany than in Holland. "People here are more used to cut vegetables and chopped leeks. In Germany, the choice is more limited, allowing us to reach unexplored buyers." Still, Smits sees opportunities in the Netherlands. "Also due to the fact that it is, environmentally speaking, a better product. The use of pesticides and the minimum number of food miles is limited because there is no excess weight to be transported."