If we offer and promote Everlasting Vegetables as a new holistic vegetable assortment, then the question arises as to why we need it, for what purpose and for whom exactly we produce or sell it. In short: Is there a market for it? Or can we create the market? And do we want to create the market at all? After all, one could argue that it does not make much business sense to cannibalise a market where you can sell plants every year with a group of plants where you only sell new plants every 5 years.