UK fresh herbs and salad cress producer HumberVHB, has announced a joint venture with Westland Nurseries to market and distribute microleaf products.

Following a £3.2 million investment, Westland is currently growing a range of microleaves, with on-going development trials into a comprehensive range of new varieties.

Following the jv, HumberVHB will undertake all marketing and distribution activities, using its extensive network of contacts across retail, food processing and premium restaurant trade.

Peter Prior, account manager for HumberVHB, said: “We are very excited about the opportunity that this joint venture offers. We believe that the taste profile of these products will be of great interest to leading chefs and discerning consumers - initial feedback has been extremely positive and we have seen the huge success that microleaves have enjoyed in markets such as the USA and Japan.

“Westland has spotted a great opportunity to develop the fresh herb category and we are confident that our logistics, marketing and technical expertise will ensure the success of this project.”

The companies are set to announce plans for their marketing campaign in due course.

Prior said the intense flavour of microleaves, which is often superior to fully-matured leaves, makes them ideal for enhancing salads, main dishes and soups.

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