Dive Brief:
- 7-Eleven has partnered with Plenty Unlimited, an indoor vertical farming company, to offer customers more fresh produce options in California, the companies announced Aug. 22.
- The partnership will put pesticide-free lettuce from vertical farms in Compton, California, into pre-packaged salads at 1,300 of the convenience retailer’s stores across the state.
- 7-Eleven has been improving its food program in myriad ways, including expanding its commissary network in the U.S., upgrading its coffee program and expanding private label options.
Dive Insight:
7-Eleven has been vocal about its pivot toward being more food-forward in the U.S., similar to the way the chain operates in Japan. 7-Eleven President Stan Reynolds noted in the company’s fiscal Q1 earnings call that the chain is expanding its fresh food menu in the U.S. as part of a plan to modernize food and beverage programs across the board.
The fresh lettuce program is another way for 7-Eleven to “innovate and introduce new products,” Deanna Hall, senior product director, said in a statement. “Introducing Plenty to our salad offerings in California is just one of the many ways we’re continuing to evolve our fresh food to satisfy customer preferences.”
California is one of 7-Eleven’s largest markets. The company noted in an earnings Q&A in October 2023 that the state has about a sixth of the chain’s North American stores.
Plenty’s vertical farms grow lettuce and other vegetables in tall, thin planters, using minimal soil and special lighting instead of sunlight. Because the growing happens entirely indoors, the company does not use pesticide and can grow lettuce year-round instead of seasonally, according to the company website.
These vertical farms can yield up to 350 times more produce per acre and reduce water usage by up to 90% compared to traditional farming, according to the announcement. While cutting water used for produce was not part of the 7-Eleven’s sustainability plan, the chain did note a commitment to reducing water used in stores.
Marissa Jarratt, chief marketing and sustainability officer at 7-Eleven, noted in the announcement that the partnership will “not only meet our customers’ expectations for quality but also contribute positively to environmental sustainability at scale.”
