Vegetable Growers from the Austrian state of Styria seek to better acquaint the consumer with seasonal vegetables through their new brand 'mei guat', as well as with a promotional campaign. "Our summer vegetables are currently on the shelves freshly harvested. Lettuce, for example, is harvested early in the morning and in stores by the afternoon," says Friz Rauer, president of the Styrian Gemüsebauern. Tomatoes, cucumbers and peppers are also available.
Some 900 companies produce up to 80,000 tons of Styrian vegetables on an area of 1750 hectares. South eastern Styria and the surrounding area of Graz are the major places of origin for the vegetables. Runner beans, horseradish and lettuce are the most important products. "The mei guat brand was introduced to guarantee the Styrian origin,” emphasizes Thomas Potzinger of producer organization Styrian Gemüse.