For nearly four decades, North Shore Greenhouses has redefined how fresh herbs reach the retail shelf. The company continues that legacy with new product innovation designed to enhance both retail merchandising and the consumer experience.

Founded in 1987 by Leo and Suzette Overgaag, North Shore began with a single greenhouse and a practical decision to grow European cucumbers. From those early days, the company’s trajectory was shaped by a willingness to rethink traditional approaches and build new solutions when existing ones fell short.

That mindset led to one of the company’s most significant contributions to the produce department: the development of the living herb category. At a time when cut herbs dominated the market, Suzette Overgaag identified an opportunity for something fresher and more functional. “At the time, cut herbs dominated the market and lasted only a few days,” said Brittney Bubb, creative director for North Shore. “She saw an opportunity for something fresher, longer lasting, better tasting and less wasteful.”

Turning that vision into a viable retail product required both technical innovation and persistence. “It took a year of testing and even longer to convince retailers that customers wanted a better option,” she said. Today, Living Herbs are a staple in produce departments, and North Shore led the way in creating this new category.

As the company approaches its 40th anniversary, that same spirit of innovation continues to guide its product development. Its latest offering, the Basil Duo, reflects a focus not only on freshness but also on functionality and consumer engagement.

The item features two live basil plants housed in a proprietary clamshell designed for both retail display and in-home use. Once opened, the package can be repurposed into a countertop vessel, extending the life of the product while creating a more interactive experience for consumers. “We’re really excited because it’s a clamshell we created ourselves,” Bubb said. “You can save the bottom portion and use it as a little vessel to keep your basil plants on your kitchen counter, so they stay fresh longer and you get the chance to use all of them.”

Bubb said that from a merchandising standpoint, the Basil Duo is designed with flexibility in mind. The product can be shipped in pallet trays for bulk handling, with additional display-ready formats in development. She pointed to opportunities for secondary placement and in-store visibility.

While the product introduces a new format, it aligns closely with the company’s long-standing mission centered on food, connection and everyday experiences. “We believe every home-cooked meal should feel like a special occasion,” she said. “Not because it marks a big event, but because the people around your table are special.”

That philosophy continues to inform North Shore’s vertically integrated approach. “Everything is grown, packed and shipped at our facility by our team,” she said. “That means we oversee every detail — how it’s grown, how it’s handled, how it reaches you.”

Operating in controlled greenhouse environments, the company has differentiated itself from traditional field-grown production, offering consistency, quality and year-round availability — key advantages for retail partners. Over time, that commitment to innovation has extended into production systems as well, including investments in organic inputs and advanced growing methods. Still, the company emphasizes that its success is rooted in people as much as process. “Leo and Suzette have always believed: if you’re going to do something, do it right,” Bubb said.

As North Shore looks ahead, the introduction of products underscores a continued focus on evolving the category it helped create. For retailers, that evolution presents opportunities to drive engagement through differentiated offerings that combine freshness, functionality and storytelling — a combination that continues to resonate with today’s consumers.