Tanimura & Antle Announces Results of Consumer Research Study
May 2009

New Artisan Lettuce and Living Lettuce Products Rate High with Consumers

SALINAS, Calif. (May 6, 2009) – Today, Tanimura & Antle announced the results of a quantitative national study that included in-home product trial of Tanimura & Antle ArtisanTM Lettuce and Living Lettuce by more than 400 consumers. The study was conducted by TRD Frameworks on behalf of the company. Among key findings were that consumers had an overwhelmingly positive response to both products after sampling them – 79 percent reacted very positively to both Artisan Lettuce and Living Lettuce. Additionally, purchase intent was strong with both groups after trial – 86 percent of those who tried Artisan Lettuce and the same percentage of those who sampled Living Lettuce reported that they were likely to buy the respective products, should the lettuces be available at their local grocer.

Artisan Lettuce, a variety of fully mature, petite head lettuces that are packaged together, was found to have many attributes that appealed strongly to the trial group, including being visually appealing, looking/staying fresh, unique variety offered, and providing high quality and yield. Other findings from feedback provided by consumers who tried Artisan Lettuce included:

• 83% said that Artisan Lettuce exceeded their expectations. The lettuce’s freshness and great taste/flavor were the most frequently cited reasons for this reaction.
• 73% found the product to be a good value after trying it. Consumers also rated the product higher in value than bagged salads and spring mixes.
• 84% found the clamshell packaging to be important to the value of the product.
• Consumers estimated they would purchase Artisan Lettuce as often as they purchase other types of lettuce.
• The majority of consumers polled expected to find Artisan Lettuce merchandised with bagged salads.

“This national concept and in-home use test shows Tanimura & Antle’s Artisan Lettuce product has strong new product potential with high levels of purchase interest, a unique position and a very strong positive response after in-home use,” said Debora Scott, senior vice president with TRD Frameworks, Marketing Research and Planning.

Living Lettuce, hydroponically grown whole head butter lettuce that is harvested and packaged with the roots intact for maximum freshness and shelf life, also was found to have many attributes that appealed strongly to the trial group, including having a “fresh-picked taste,” looking and staying fresh, ease of use, uniqueness and providing flexible usage. Other findings from feedback provided by consumers who tried Living Lettuce included:

• 84% said that Living Lettuce exceeded their expectations. The lettuce’s freshness and great taste/flavor were the most frequently cited reasons for this reaction.
• When asked to describe Living Lettuce, nearly half of respondents named the product’s fresh-picked flavor.
• Consumers estimated they would purchase Living Lettuce as often as they purchase other types of lettuce.
• Virtually all who tried the product rated the clamshell packaging highly and said it offers great protection. More than three-quarters found the packaging to be at least somewhat important to the value of the product.

“The positive feedback from the trial groups exceeded our expectations and confirmed that Artisan Lettuce and Living Lettuce are both unique products that deliver on taste, texture, freshness and value,” said Rick Antle, chief executive officer, Tanimura & Antle. “We are confident that once other consumers have the opportunity to sample these lettuces, they will share in the overwhelmingly positive response exhibited by the study participants.”

Artisan Lettuce was sampled by 221 women, age 25-54 with a household income of $50,000+, who are the primary produce shoppers in their households, prepare fresh lettuce salad at least several times a month and purchased fresh whole head lettuce or pre-packaged lettuce at least twice in the month prior to the study. Living Lettuce was sampled by 215 consumers who met the same criteria as the Artisan Lettuce trial group. Both groups engaged in an in-home trial period of four days and then completed an online questionnaire regarding the lettuce product they sampled.

About Tanimura & Antle
Tanimura & Antle is an industry leader whose commitment to premium quality produce has remained strong since its formation in 1982. The Tanimura & Antle families combined more than 50 years of experience and knowledge to establish a produce company unrivaled in its quality products, innovation and dedication to growers, customers, consumers and employees. Today, as one of the largest independent lettuce growers in the United States, Tanimura & Antle farms more than 30,000 acres of rich, fertile farmland and ships a full line of premium fresh produce products throughout North America, Europe and Asia. For more information, please visit www.taproduce.com.