The reign of Green Queen F1 has begun. In fact, the first collections of this BASF artichoke have already started in the main production areas and, little by little, Green Queen F1 is reaching supermarkets; and from there, to the shopping baskets of all consumers.
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 marketers of Campo de Cartagena and Lorca, in the Region of Murcia, with the objective of continuing to value its benefits for the entire chain. “We want to give the variety even greater visibility,” explains Roberto Ballester, BASF’s Artichoke Account Manager.
Under the motto ‘Love at first sight’, they are identifying Green Queen F1 in auctions through labeling and also providing information on its main characteristics. In this way, “we also help auctions and their associated farmers to differentiate their product,” says Ballester, who details that, for now, “the feedback received is being very positive.”
For the whole chain
Green Queen F1 has managed to establish itself among producers, marketers and retailers in recent campaigns thanks to the fact that “we have not left anyone behind,” says Ballester, who insists on the importance of developing projects that involve the entire value chain to achieve the success. And this is what BASF has done with Green Queen F1, an artichoke that has managed to ‘make the consumer fall in love’ with its heart, but which has also won over producers and marketers by offering them high yields and a homogeneous product with great postharvest.
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