Future Brit shoppers to pick still growing fruit from supermarket shelves

May 17th, 2009 - 12:45 pm ICT by ANI  

London, May 17 (ANI): Shoppers in Britain will be able to take home still growing fruit and vegetables on the supermarket shelves in nearly ten years, according to a report into the future of retailing.

Futurelab, which helps the commercial world predict future trends, masterminded the idea, also a part of a report commissioned by supermarket chain Sainsbury, of stamping “harvest by” dates in place of “best before” dates.

Customers, instead of buying pre-packaged packs of strawberries or tomatoes would be able to “harvest” to their liking.

“This would completely change how we sell produce to our customers,” the Telegraph quoted Lucy MacLennan, Sainsbury’s technical manager as saying.

“It would get rid of best before dates and allow shoppers to buy the freshest possible fruit and vegetables,” she added.

The futuristic concept would depend on hydroponic pods, which eliminate the need for soil, and lets plants grow in a special nutrient-enriched solution.

The special light weight mini greenhouses would not only bring down the pesticides but would also make it easier for the farmer to transport the plant from a farm to the supermarket while it is still growing.

MacLennan said: “It could cut right down on wastage and packaging. It would make not just environmental sense, but economic sense too so we are looking at it seriously.” (ANI)

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