Five Ways to Sell More Artichokes

There has been an increase in customer interest in artichokes recently.

Artichokes have enjoyed a place on mankind’s table since ancient Greek and Roman times. The French brought this Mediterranean native and member of the thistle family to the U.S. in the 18^th century. Food historians say that founding father, Thomas Jefferson, who served as the U.S. ambassador to France, grew globe artichokes at Monticello.

Today, commercial production of globe-shaped artichokes is almost exclusively limited to six central California coast counties from Marin to Santa Barbara, with the town of Castroville often called the “Artichoke Capital of the World.” According to U.S. Department of Agriculture (USDA) Economic Research Service data, per capita consumption has grown from 0.59 pounds in 1980 to 1.52 pounds in 2022, showing an ability to increase consumption. Variety, education, and merchandising are key.

“Artichokes are still considered a delicacy by many. Higher pricing over the last year hasn’t helped the movement. However, we still see a steady market for them,” says Jason Kazmirski, retail specialist for Charlie’s Produce, in Seattle, WA, which supplies several independent retailers in the Pacific Northwest as Metropolitan Market and larger chains such as Fred Meyer and Sprouts.

1. MATCH SUPPLY & DEMAND

The most significant demand for artichokes in the U.S. comes from the coasts.

“It’s the Northeast and the West Coast starting west of Denver where we receive the most orders for artichokes,” says Henry Dill, director of sales for D’Arrigo California, in Salinas, CA.

The company offers a small program with a 52-week supply of artichokes based on customer requests and the benefit of being a one-stop shop for retailers, along with the company’s broccoli rabe, romaine, baby broccoli, fennel, brussels sprouts and Baby Gem lettuce, it sells under the Andy Boy brand.

“We’ve definitely seen an increase in customer interest in artichokes recently,” says Heather Hart, senior category manager for produce at Baldor Specialty Foods, in Bronx, NY. “This year, it’s looking like availability could be a little tighter than usual through October, then supply is expected to improve as we approach the holiday season. This makes us cautiously optimistic that there could be an opportunity to push for the holidays. Of course, like any year, there is always the possibility that weather events could impact availability.”

Of note is that only processed, not fresh artichokes, can be imported from Europe.

“We used to bring in French artichokes, purple, green, mini and large up to 200 cases a day, but had to stop,” says Peter Faraci, owner of Bronx, NY-based Coosemans New York, Inc., of USDA requirements.

2. CARRY A CATEGORY OF SKUS

Different regions across the U.S. have differing preferences regarding the size of artichokes they prefer, according to Lindsay Nichols, marketing coordinator for Ippolito International L.P., in Salinas, CA. “Demand for large-sized artichokes is predominantly located on the West Coast, while medium sizes are consumed on the East Coast. Chefs across the USA and Canada use babies.” 

When a product is fresh and attractive, there is the opportunity for the customer to make an impulse buy.”
– Lindsay Nichols, Ippolito International L.P., Salinas, CA

In general, sizes in the 12 to 18 range sell better, according to D’Arrigo California’s Dill, than those in the 24 to 36 count range.

However, Hart at Baldor says she’s seeing a lot of interest in baby artichokes and the smaller sizes. “With the baby artichokes, it’s more an issue of keeping up with demand sometimes.”

Most of Ocean Mist Farm’s offerings are Green Globe varieties, which are not harvested or packed by variety, says Joe Angelo, director of sales of the Salinas, CA-headquartered company. “All of them can produce baby artichokes. During purple artichoke season, the only true artichoke ‘seasonal’ product we have, and typically available from January to March or April, consumers and, food service operators and distributors can’t get enough of them. They are beautiful, dramatic, and highly desired.”

Baby and value-added artichokes made up less than 1% of artichoke category sales, according to Nielsen Total U.S. data for the 52 weeks ending Sept. 7, 2024. 

Heirloom variety artichokes are popular with customers at Sunset Foods, a five-store chain based in Highland Park, IL, says Vince Mastromauro, director of produce operations. “They have more meat, fewer thorns, and are available in the spring. Demand is especially good when we get a good retail on them.”

Scattini Family Farms in Castroville, CA, offers a proprietary green globe variety akin to older varieties the company markets as the original artichoke. “They are tender, flavorful with good meat on the leaves, along with a big stem and heart,” says Mike Scattini, owner and partner. “Our niche is boutique retailers, who sell to higher-end customers. We sell all sizes from 12s to 30s from September through the beginning of July. A large artichoke can retail for $4 to $5, but it makes a meal.”

Organic artichokes are getting particular attention, says Baldor’s Hart. “We’ve seen an increase in demand, mostly for the organic large artichokes. But we also know that a large decrease in supply is coming because one large supplier has discontinued them. Still, customers can sub into plenty of conventional and specialty artichoke varieties if organic isn’t a priority.”

3. CREATE EYE-CATCHING DISPLAYS

Large displays of fresh artichokes at the store level appeal to consumers, says Ippolito’s Nichols. “When a product is fresh and attractive, there is the opportunity for the customer to make an impulse buy.”

Definitely take artichokes off the wet wall as they can get lost in the sea of green, adds Baldor’s Hart. “Ice tables are always a great option. I’ve also seen retailers incorporate the boxes in attractive pallet-drop-style displays. Of course, the key is to remember to bluff the display well and keep in mind the turn of your produce department, so that you have a large display that makes customers want to buy without increasing your shrink.”

Consumers like options.

“Include a mix of different artichoke sizes and pack styles,” recommends Mark Munger, senior director of marketing at Ocean Mist Farms. “Use this as an opportunity to showcase other products.”

4. PROVIDE APPETIZING EDUCATION

Grower information, recipe links via QR codes on the shelf, and info about the health benefits are all provided at artichoke displays at Sunset Foods. “If you don’t educate customers, you miss the boat,” says Mastromauro.

Ocean Mist’s Munger says artichokes can be very intimidating to consumers who have never bought or prepared them. “With that in mind, we have prepared several resources over the years that live on our website under ‘Artichokes 101.’ There we have infographics and videos on how to eat artichokes, as well as videos on prepping, cooking, including with Crock-Pots and InstaPots, grilling, microwaving, freezing and serving artichokes.”

Ocean Mist is exploring some value-added artichoke options, Munger adds.

Cross-merchandising is an excellent way to suggest usage suggestions for artichokes.

“Adding other items, whether fresh produce or shelf-stable items, creates more colors and textures, which will generate interest. But it also plants the seed of other usage ideas with the consumer, while providing the convenience of having these other complementary products at their fingertips,” says Munger.

“Brightly colored lemons in your artichoke displays are great for color blocking, while being an item typically used with pretty much any preparation method of fresh artichokes. Other items that are a ‘natural fit’ to have in an artichoke display are olive oil, breadcrumbs, garlic, mayonnaise, dips and prepared sauces.”

5. PROMOTE

Fresh artichokes were once only available from April to June. Now, they are available year-round, but there are peak times to promote.

“The peak of artichoke season typically comes in the spring between March and May. This is prime time for artichoke promotions. That said, there are sometimes other mini peaks, like the past few years, when there have been opportunities around Valentine’s Day,” says Baldor’s Hart.

Artichokes are terrific advertising items and create interest, excitement and purchase intent when run in circular promotions, adds Ocean Mist’s Munger. “Online promotions are an excellent fit for artichokes, as well, as they can include selection, preparation, and cooking information to help demystify the ‘how to’s’ of artichokes.”

Sales contests for artichokes are a terrific way to increase sales, says Baldor’s Hart. “These contests encourage produce managers to really sell the product to consumers. Mix and match or ‘buy this, get that’ sales are another great way to encourage consumers to buy artichokes even if they weren’t on their list when they walked into the store.”