Consumers say that taste does matter. In a variety of surveys, consumers overwhelmingly select taste as a top priority when selecting produce, and seed producers have responded with a new variety of cabbage that was recently tested and released. The variety is a pointed-head, sweet cabbage that addresses the consumer preference issue of improved taste.

In March, the first cases of Highpoint cabbage were harvested and shipped to a select number of wholesale and retail markets throughout the Midwest and Northeast. As its name implies, Highpoint is pointed in shape rather than round. Additionally, the product has tender leaves and a sweet taste that creates a unique taste experience different from regular cabbage.

With taste an important consideration for consumers and with consumption declining, seed developers found it important to explore the potential for a sweet cabbage variety in the United States. Similar cabbage products have already found their niche in Europe. In 1994, U.S. cabbage consumption hit an all-time high of 9.1 pounds, but has dwindled to around eight pounds per year with a low of 7.5 pounds in 2003.

Melinda Goodman, director of marketing for Golden Sun Marketing, said in a statement, "Good marketing is about understanding today's dynamic consumer who is driven by taste, nutrition and product use. As a retail-focused marketing company, we felt it was important to assist our client Hollar & Greene in identifying a retail product that would meet the consumers' need for improved taste -- and that's where Highpoint comes in. We believe that we have identified a new product that will invigorate a core category, while bringing increased sales opportunities to both our client and the retailers they serve, while also addressing the consumer priority of taste."

While Highpoint cabbage has similar nutritional properties to green cabbage, its unique taste and shape allow it to find a premium place in the category. The goal is to expose new consumers to the product and increase consumption while also converting traditional green cabbage consumers to the new variety to increase sales through higher rings.

Currently, Hollar & Greene Produce Co., located in Boone, NC, is offering Highpoint in 25-pound cartons (approximately 12-count) either overwrapped or tagged. Highpoint cabbage volume is continuing to increase and will be offered year round, weather permitting; it is grown in a variety of regions throughout the United States. Point-of- sale materials are available for customers introducing this product at retail.

"This is an absolutely outstanding product from a taste perspective. At Hollar & Greene, we are excited to be able to help grow the cabbage category by offering retailers new sales solutions that help drive long-term consumption," said Tim Greene, a salesman at Hollar & Greene.