California lettuce growers, including Larry Cox of Coastline Family Farms, are plowing an estimated 300,000 pounds of romaine hearts back into the soil due to a sharp decline in demand. Despite no evidence linking U.S. lettuce to a recent illness outbreak caused by the parasite cyclospora, consumers are avoiding the produce. This has led to significant order cutbacks from major restaurant chains and grocery stores, leaving farmers with unsellable crops.

The decision to replant or scale back production weighs heavily on growers, given lettuce's 30-day growing cycle. This situation highlights the vulnerability of the agricultural sector to consumer perception and supply chain disruptions, even in the absence of direct product contamination.