The first harvests of BASF's Green Queen F1 artichoke have already started in the main production areas and are slowly reaching supermarkets.
To support producers and marketers at the beginning of the new season, BASF has launched a campaign to promote Green Queen F1 this fall in the main auctions and amongst the main marketers of Campo de Cartagena and Lorca, in the Region of Murcia, to continue highlighting its benefits for the entire chain. “We want to give the variety even greater visibility,” stated Roberto Ballester, BASF's Artichoke Account Manager.
The Green Queen F1 is being promoted under the 'Amor a primera vista' (Love at first sight) slogan in the auctions and by providing information on its main characteristics. "Thus, we also help auctions and their associated farmers to differentiate their product," stated Ballester. "The feedback we've received so far is very positive," he added.
A project for the entire chain
According to Ballester, Green Queen F1 has managed to establish itself among producers, marketers, and retailers in recent campaigns because this project involved the entire value chain, something he stressed was very important to achieve success. "This is what BASF has done with Green Queen F1, an artichoke that has made consumers fall in love and won over producers and marketers by offering them high yields and a homogeneous product with great postharvest."
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