KANSAS CITY, Mo. (Reuters) - At Seminis Inc., the world's largest fruit and vegetable seed company, carrots come in a rainbow of colors and flavors, lettuce grows perfectly sandwich-sized, and a menu of "super vegetables" such as cancer-fighting broccoli are in development.
A growing demand for healthier and tastier foods is driving this effort to remake many of the world's common consumption crops, industry experts say. And it is pushing Seminis -- fortified by Monsanto, the biggest player in farm biotech -- to use a range of plant breeding innovations as it vies with competitors for coveted market share and grocery shelf space around the globe.
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