Royal Rose continues to ‘add color’ to California’s Salad Bowl of the World
Royal Rose continues to ‘add color’ to California’s Salad Bowl of the World
Salinas, CA-based Royal Rose LLC grows radicchio that is Fresher-Bigger-Better, which is also the company’s program name and tagline, when compared to imported product. And it lays claim to have added some much needed color to California’s reputed Salad Bowl of the World when the company formed in 1993.
The company produces a full line of radicchio varieties, including Chioggia, Treviso, Tardivo, Castelfranco and Frisee, along with other specialty items. Royal Rose turned a seasonal vegetable into a year-round treat by following the sun through four growing regions.
The 2015 New York Produce Show and Conference will be the first one that Dennis Donohue, president and chief executive officer of Royal Rose, will be attending. Although the company is not exhibiting, Donohue will be walking the show.
Royal Rose turned a seasonal vegetable into a year-round treat by following the sun through four growing regions.The company is currently promoting its “Med Hearts” item, which combines Romaine lettuce hearts with a Treviso Radicchio heart.
“We are also launching the ‘Radicchio Revolution,’” said Donohue. “This program focuses on tossing, grilling, sautéing and juicing radicchio.”
Cultiva is the parent company of Royal Rose, and is represented by Federico Boscolo, vice president. The companies have helped to promote and popularize radicchio in the American marketplace. It’s Fresher-Bigger-Better radicchio is an industry-standard treat.
“Chefs all over the country are increasingly using radicchio beyond the salad, serving the versatile vegetable raw, grilled or sautéed and in a variety of specialized dishes,” noted Donohue. “Even McDonald’s now includes radicchio in its premium salads in many markets.”
Royal Rose’s Fresher-Bigger-Better program reflects an on-going commitment to educating the trade and consumers that radicchio’s versatility requires a focus on freshness to make sure you can have the best radicchio experience possible.
The company is also committed to education.
“Our new marketing campaign ‘What’s A Salad Without Radicchio?’ reflects an on-going commitment to promote and popularize radicchio,” said Donohue. “Radicchio is beginning to enjoy mainstream acceptance by consumers. This marketing program positions radicchio as an integral part of any salad.”
