Sabra, maker of the popular hummus brand, and Fifth Season, a food system pioneer and robotic farming leader, are on a mission to rescue salad lovers from limp lettuce and sad salads with a more deliciously sustainable solution. The mission-aligned brands are introducing a fresh idea for the produce aisle: salad kits featuring sustainably farmed greens paired with creamy, plant-based hummus, guacamole and whole grains.
"Our vision at Fifth Season is to reinvent our food system so that it delivers a whole new sustainable fresh food experience that people crave when in their homes and on the go," said Fifth Season CEO, Austin Webb. "Sabra products are delicious, plant-based and better-for-you. In joining forces we're maximizing our impact."
The kits will launch in two flavorful varieties, Mediterranean Hummus Salad and Avocado Ranch Salad, both rolling out to Giant Eagle, Kroger, FreshDirect, and Wakefern as well as other Midwest and Mid-Atlantic retailers. Thanks to an end-to-end automated growing, harvesting, and packing system at Fifth Season (recently named a FORTUNE Impact 20 company) the salad meal kits will stay crisp for weeks, not days, in the fridge. The two kit varieties are available in the produce aisle at more than 75 stores with additional locations expected to launch in early 2022.
"Sustainable, fast-to-market innovation is central to Sabra's growth strategy," said Moritz Breuninger, senior director brand marketing at Sabra. "The produce category is ripe for new ideas and fresh pairings and Fifth Season is setting standards in produce with AI-powered, local agriculture. We're proud to collaborate with like-minded innovators to offer great tasting, planet-positive food options for every day."
"We are passionate about presenting Giant Eagle and Market District guests with new and high-quality offerings," said Jannah Jablonowski, Giant Eagle spokesperson. "Salad Kits by Fifth Season featuring Sabra hummus and guacamole are sure to appeal to our guests as a delicious, nutrient-dense meal solution through the busy holiday season and beyond."
Hummus has been embraced worldwide as a great-tasting and versatile plant-based food. Sabra sources chickpeas from the Pacific Northwest and produces its award-winning hummus in Chesterfield County, VA in a facility that has earned both Silver and Gold LEED certification by the U.S. Green Building Council. Sabra's hero ingredient, the chickpea, is a nitrogen-fixing legume, a soil-enriching crop that leaves the earth nourished after harvest.
Fifth Season has a unique growing process that requires up to 95% less water and 97% less land than conventional farming, enabling them to conserve resources used to produce food, and their automated farming system delivers on the ultimate in freshness and nutrition year-round.