Favorable weather
This year’s weather conditions have been mild and that’s provided strong supplies throughout the summer. Besaw anticipates that to stay consistent into the fall.
While year-round supply of both conventional and organic broccoli rabe come from the Salinas Valley, Ca. from March to November and Brawley, Ca. from November to March, competing product comes from the Salinas, Imperial and Yuma Valleys.
Teaching customers
Part of growing the customer base includes an educational component. “Broccoli rabe is a brassica that is part of the mustard family, hence its bold flavor,” says Pizarro-Villalobos. “Our challenge is to educate consumers that blanching is a key step in preparing broccoli rabe and then you can sauté, grill, roast, puree and steam the vegetable.”
She also adds that many consumers don’t know what the vegetable is and confuse it with broccolini, baby broccoli or broccoli. “We started a campaign three years ago to increase education and awareness of Andy Boy broccoli rabe,” says Pizarro-Villalobos. “Our goal is to educate consumers on the versatility of broccoli rabe in any ethnic cuisine, underscore the array of health benefits, and highlight cooking techniques.”
For more information:
D’Arrigo California
Tel: +1 (831) 455-4315
cvillalobos@darrigo.com
www.andyboy.com