(Jan. 5) Consumers of conventional produce aren’t the only ones in a hurry.

That’s the idea behind the newest product in Earthbound Farm’s line of value-added organic vegetables in recyclable packaging.

The San Juan Bautista, Calif.-based company has released organic vegetable trays to target organic consumers looking for a convenient and healthy snack.

Shipments began in late December of the trays, which include such standards as carrots, celery and broccoli and also will contain seasonal substitutes such as organic red bell peppers, green onion, cauliflower and cherry tomatoes.

“That’s the fun thing about organics: seasonality does matter,” said vice president of organic sales Tonya Antle.

Traditional retailers prefer the 1-pound vegetable tray, Antle said. The weight doesn’t count the organic ranch dip centered in the vegetables.

“You’re truly getting 1 pound of vegetables,” Antle said.

The company also offers the tray in a 2-pound, 8-ounce size. The trays carry suggested retail prices of $4.99 and $9.99, respectively.