Developing strategies to stimulate local consumption, export and ...

3. Literature Review3.1 IntroductionWhile the volume and variety of vegetables offered to Australian consumers have increaseddramatically over the last 20 years, the interest in some such as the globe artichoke hasremained almost static. This is in spite its versatility as a vegetable and its well documentedexcellent health benefits. In Australia, the interest in globe artichoke (particularly in its freshform) remains largely restricted to particular ethnic groups who are familiar with its use. Thiscould be attributed to a number of reasons such as unfamiliarity of the majority of consumerswith this vegetable, difficulty in its preparation, competition from processed forms of tiheproduct and lack of promotion of artichokes on domestic markets.This project aimed at: a) Describing the current status of the Australian globe artichokeindustry and identifying the major barriers to its expansion b) Identifying local and exportmarket opportunities c) Testing the technical feasibility and development of value addedartichoke products d) Assessing the consumer's acceptability of such products. The projectaimed also at documenting to the industry the achievable benefits of processing and valueadding as a viable and complementary alternative to its present focus on the limited andunpredictable fresh market. The project also touched on the import replacement issue andreviewed the capacity of the artichoke producers in meeting the requirements of a localprocessing industry. Furthermore, as part of this project, an overseas visit was undertaken bythe principal investigator to attend the 4 th International Congress on Globe Artichoke in Italyand to review the progress in artichoke processing in two leading countries in this field (seesummary report in Appendix 8).The final outcome of the information gathered will be a re-positioning of the globe artichokeindustry to increase production in the face of an anticipated increase in local consumption andexport opportunities.The approach taken in this project for solving the problems associated with a crop such asglobe artichoke could be applicable to other marginal vegetable crops. Therefore, it is hopedthat this report would be a stepping stone for the initiation of further research projects thataddress value adding and marketing in other vegetable crops with similar predicaments toglobe artichoke.3.2 Botany and agronomy of globe artichokeThe globe artichoke {Cynara scolymus) belongs to the compositae family and is one of thefew vegetable crops that can be grown as an annual or as a perennial. It is native to theMediterranean region, possibly the Middle East, hence the Arabic origin of the name(ardichoki) meaning "earth thorn" (Simpson and Ogorzaly, 1995). The genus Cynaracomprises seven wild species also native of the Mediterranean basin with the wild cardoon{Cynara cardunculus) considered the closest relative and the primary wild gene-pool to thecultivated globe artichoke (Rottenberg and Zohary, 2000). The globe artichoke should not beconfused with the Jerusalem artichoke (Helianthus tuberosus L.) a plant native to theAmericas and related to the sunflower (Schultheis, 1999) or the Chinese artichoke (Stachyssieboldii Miq.), both of which are grown for their edible tubers. From its origin as a wildplant, the globe artichoke has developed to become a luxury vegetable as we know it now,cultivated for its edible immature floral bud (head) which is available from late autumn toearly spring (Plate 1).