Unit 13: Vegetables
Lesson 2: Exploring Artichokes – Teacher’s Guide
Estimated Time for Completion – approximately 60 minutes
Student Learning Objectives:
· As a result of this lesson the student will…
o Explore various marketing strategies for artichokes.
o Examine the nutritional benefits of artichokes consumption.
o Understand climate-related production requirements for efficient artichoke production.
Purpose: Similar to many other plant and animal species, artichokes are not native to the United States. In fact, artichokes were originally native to the Mediterranean region. Now, the largest vegetable producing state, California, dominates national artichoke production. Even with California’s artichoke production, the United States are actually a net importer of artichokes. Overall, what does artichoke production in the United States look like?
Directions: Access the commodities and products tab on the AgMRC website (http://www.agmrc.org) and find the link to Vegetables. Utilize information located here to answer the questions below:
1. What are three “appearance” factors that should be considered when marketing artichokes? Why are these important to consumers?
· First, select the “Commodities and Products” link.
· Then select the “Vegetables” link.
· Select the “Artichokes” link.
· Click on the blue “Artichokes” link in the “Overview” section to expand the page.
· Look in the “Marketing” section to find the desired information.
2. According to the AgMRC website, “demand for artichokes is highest during the winter season, which also coincides with the period of low supply”. What effect, if any, do you think this has on artichoke prices in the winter season?
· First, select the “Commodities and Products” link.
· Then select the “Vegetables” link.
· Select the “Artichokes” link.
· Click on the blue “Artichokes” link in the “Overview” section to expand the page.
· Look in the “Demand” section to find the desired information.
· Note: Student will be required to rely upon their knowledge of basic economics to address this question’s content.
3. What processing technique is used to “increase [artichoke] revenue during times of low prices”? Hint: Think about smaller artichokes.
· First, select the “Commodities and Products” link.
· Then select the “Vegetables” link.
· Select the “Artichokes” link.
· Click on the blue “Artichokes” link in the “Overview” section to expand the page.
· Look in the “Prices” section to find the desired information.
4. According to the AgMRC website, what are four nutritional benefits of consuming artichokes?
· First, select the “Commodities and Products” link.
· Then select the “Vegetables” link.
· Select the “Artichokes” link.
· Click on the blue “Artichokes” link in the “Overview” section to expand the page.
· Look in the “Demand” section to find the desired information.
5. Artichokes do well in locations that are “frost-free” and have “cool and foggy summers”. Do you believe that artichokes would grow well in the southeastern area of the United States (i.e., Georgia, South Carolina, etc.)? Why or why not?
· Note: Students will be required to rely upon their knowledge of geography and climate in order to address this question’s content.
Reinforcement activity: Don’t choke selling your artichokes
For this activity you will need to prepare 30 second sales pitch for artichokes. Imagine you have a booth at a farmers market, and when customers come to your booth, you need to tell them why they should buy your product. Focus on quality, health benefits, and any other valuable information you think a customer would want to hear. Remember, these shoppers have a lot of other booths to see, and your time with them is limited to be efficient with your pitch!