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First-ever campaign to promote versatile super green vegetable

US: Broccoli rabe – popularity growing

The growing desire for healthy, delicious and versatile greens has increased the awareness of this traditional super green. This super green broccoli rabe has gained momentum due to its versatility that has made it more mainstream. Broccoli rabe has been used as a main course, side dish, in a juice and smoothie. “The demand for broccoli rabe under the Andy Boy label is highest on the US East Coast and in Eastern Canada, but we are seeing growth in many coastal states throughout the US as well”, says Claudia Villalobos with D’Arrigo Brothers. “The Eastern parts of both countries have a higher number of Italian families and traditionally, Italians are large consumers of broccoli rabe.” Broccoli rabe is the flagship item of D’Arrigo Brothers and traditionally has been sold as a one pound bunch. More recently, D’Arrigo Brothers has developed a convenient and value-added bagged product that is 11 oz., triple-washed and ready-to-eat.

A versatile product
Demand for broccoli rabe has grown to not only be a vegetable consumed in the Fall, but now it is more of a ‘year-round’ green used in sandwiches, pastas and salads. “Usually, demand quadruples for Columbus Day in October and generally increases with holidays. Broccoli rabe is a versatile product with a bold flavor”, said Villalobos. However, different cooking techniques give the vegetable a milder flavor. Broccoli rabe can be sautéed, grilled or blanched. Traditionally, it is eaten with pasta and sausage, but is also delicious as an ingredient in salads, lasagna or in a smoothie.

“Supplies of broccoli rabe are plentiful right now”, said Villalobos. “From March through November, we grow broccoli rabe in the Salinas Valley and in the winter, we grow out of the Imperial Valley, which enables us to supply the product year-round”, Villalobos added. D’Arrigo Brothers has its own patented variety and because of ongoing research from our R&D department we can provide a consistent bunch and flavor year-round.

Broccoli-rabe campaign
To build on the momentum that Broccoli rabe has gained as a super green, D’Arrigo is investing in a broccoli rabe-campaign this year to further create awareness and education. Chefs, cookbook writers, food enthusiasts and bloggers are developing recipes and cooking videos. Click this link to find out more about the campaign.

Andy Boy label

D’Arrigo Brothers is a family-owned company. The D’Arrigo family originates from Sicily, Italy and growing broccoli rabe is native to the family. The company sells produce under the Andy Boy label and is celebrating its 95th anniversary this year as a family of companies (D’Arrigo CA, NY and Massachusetts). The little boy on the label was three years old when the company started. He is now 91 years old and still goes into the office every day.

For more information:
Claudia Villalobos
D’Arrigo Brothers
Tel: (+1) 831-455-4315

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