BASF organises #Greenqueenday in Mercabarna and Mercamadrid to publicise the hybrid artichoke that remains fresh and without browning for a longer time
Mercabarna and Mercamadrid were the settings for the celebration of a very special event: #Greenqueenday. BASF launched this promotional action to publicise this variety of artichoke. “More fresh, more time” encapsulates Green Queen, which offers numerous benefits for wholesalers and greengrocers. Green Queen’s success is based on a product that guarantees better harvests, lower losses and, therefore, fewer complaints.
To show off the quality of the ‘queen’ of artichokes, BASF carried out a promotional action among the wholesalers of Mercabarna and Mercamadrid, with special decorations on stalls and information provided to those that visit them every day, who will pass it on to the final consumer.
Confidence and demonstrated shelf-life
According to a survey conducted by BASF, what produce retailers most care about when it comes to artichokes is quality (with 90% affirmative responses). However, 82% of respondents stated that the short life of the varieties currently marketed is the main obstacle to acquiring this vegetable and putting it on sale in their establishments.
The Green Queen variety of BASF provides benefits to the entire value chain by guaranteeing between 4 or 5 days of postharvest life, as testified by an independent laboratory, which compared the appearance of the Green Queen variety and the control variety. The results showed that, after 8 days in a refrigerator, the appearance of the Green Queen variety remained virtually intact, while the control had deteriorated.
