B&W Quality Growers' Anna Klawitter Discusses Potential Demand and Versatility of Watercress

FELLSMERE, FL - With rising demand for nutrients and flavor to connect on the plate, a perfect candidate to check boxes is watercress. B&W Quality Growers is deeply rooted in the vegetable’s journey, and Anna Klawitter, Marketing Manager, took some time to tell me why the buy-side should not sleep on this green wonder.

“Watercress is the healthiest vegetable on the planet, according to the CDC, recognized for its exceptional nutrient density, and we have proudly been growing it for over 155 years,” Anna shares. “Retailers have a strong opportunity to grow the category through education, sampling, cross merchandising, and recipe inspiration. Consumers are actively looking for foods with nutritional benefits, but many still need inspiration on how to use watercress at home.”

The biggest misconception around watercress, Anna informs me, is the assumption it is only a garnish or something overly peppery. As soon as she points this out, I recall when the same statement misled many consumers who now consider kale a veg staple.

“Watercress, in reality, is an incredibly versatile leafy green that can be used in salads, sandwiches, wraps, soups, smoothies, pestos, juices, and cooked applications. A big part of the opportunity today is simply continuing to spread awareness around watercress and helping consumers understand both the flavor and nutritional value it brings to meals,” Anna states. “Simple merchandising alongside salad kits, proteins, avocados, smoothie ingredients, or sandwich fixings can help drive trial.”

Recipes, QR codes with meal ideas, in-store demos, and nutritional signage also help tell the story quickly and clearly. To further propel the category, B&W works closely with retailers to provide marketing support, recipes, educational materials, digital assets, and consumer-friendly messaging that helps watercress stand out on the shelf. Watercress callouts include:

• A fresh, clean, slightly peppery flavor
• Often described as somewhere between arugula and mustard greens, with a more delicate, balanced profile
• Adds brightness and depth to dishes without overpowering them

“Watercress has been at the center of B&W Quality Growers for more than 155 years, and we continue to see strong momentum around nutrient-dense foods and fresh ingredients with real versatility,” Anna concludes. “Consumers today are paying closer attention to what they eat and looking for foods that support a healthier lifestyle while still delivering flavor and convenience. Watercress fits naturally into that conversation. As awareness continues to grow, we believe there is still a significant opportunity ahead for retailers, chefs, and consumers to continue embracing watercress in new ways.”

With additional excitement on the horizon as B&W continues to expand its portfolio, AndNowUKnow will report the latest.