Hollandia Produce
Encyclopedia
Hollandia Produce Inc. is an American agricultural company based in Carpinteria, California that specializes in the production and wholesale
and retail
marketing of vegetables, which it grows in greenhouses using hydroponic methods. All of its products are sold under its label "Live Gourmet." The company was established in 1970 by Art and Magda Overgaag.
types grown are butter lettuce, known also as bibb lettuce, red butter lettuce, and the three lettuces red oak leaf, lollo bionda and lollo rossa, which are grown, harvested, and sold together in one package. The company also grows Barbarea verna
, also known as Upland Cress and early yellowrocket. Tomatoes, arugula
and watercress
have also been grown.
production of lettuce conserves from 65 to 84 percent of the water that would be used if the lettuce were field-grown, depending on field conditions, time of year, and other factors.
Wholesale
Wholesaling, jobbing, or distributing is defined as the sale of goods or merchandise to retailers, to industrial, commercial, institutional, or other professional business users, or to other wholesalers and related subordinated services...
and retail
Retail
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be...
marketing of vegetables, which it grows in greenhouses using hydroponic methods. All of its products are sold under its label "Live Gourmet." The company was established in 1970 by Art and Magda Overgaag.
Products
The lettuceLettuce
Lettuce is a temperate annual or biennial plant of the daisy family Asteraceae. It is most often grown as a leaf vegetable. It is eaten either raw, notably in salads, sandwiches, hamburgers, tacos, and many other dishes, or cooked, as in Chinese cuisine in which the stem becomes just as important...
types grown are butter lettuce, known also as bibb lettuce, red butter lettuce, and the three lettuces red oak leaf, lollo bionda and lollo rossa, which are grown, harvested, and sold together in one package. The company also grows Barbarea verna
Barbarea verna
Land cress , also known as American cress, bank cress, black wood cress, Belle Isle cress, Bermuda cress, early yellowrocket, early wintercress, scurvy cress, and upland cress, is a biennial herb in the family Brassicaceae. It is native to southwestern Europe, but is also cultivated in Florida...
, also known as Upland Cress and early yellowrocket. Tomatoes, arugula
Arugula
Eruca sativa , is an edible annual plant, commonly known as rocket, roquette, rucola or arugula, not to be confused with Wild rocket. It is a species of Eruca native to the Mediterranean region, from Morocco and Portugal east to Lebanon and Turkey...
and watercress
Watercress
Watercresses are fast-growing, aquatic or semi-aquatic, perennial plants native from Europe to central Asia, and one of the oldest known leaf vegetables consumed by human beings...
have also been grown.
Hydroponic method
The hydroponic method used by the company recycles water, and the company collects rainwater runoff in retention basins to reduce erosion and protect nearby estuaries. The company claims that its hydroponic greenhouseGreenhouse
A greenhouse is a building in which plants are grown. These structures range in size from small sheds to very large buildings...
production of lettuce conserves from 65 to 84 percent of the water that would be used if the lettuce were field-grown, depending on field conditions, time of year, and other factors.