In Northern Europe, mainly in the Netherlands, Scandinavia and Northern Germany, the consumer pays more to have healthy horticultural quality - a niche that Portugal could explore better.
We have few good examples in Portugal. Horta d'Agua sells live vegetables with roots fed with natural products. It combines state-of-the-art technology with good agricultural practices and sells ten types of green and purple lettuce, including lollo rosso, lixa roxa and smooth as well as chard, greens, watercress and aromatic herbs such as basil, mint and arugula.