Menjars de la Terra: Vega Baja restaurants showcase artichoke menus
Next week, the Vega Baja artichoke takes center stage during Menjars de la Terra gastronomy days. A culinary ambassador will visit five area restaurants from Monday through Friday to spotlight the region’s rich and varied cuisine.
Farmers in Vega Baja lead the country in artichoke exports and stand as the primary producers in the Valencian Community, ranking second in Spain. The crop sustains roughly 7,000 jobs when both direct and indirect employment are counted, acting as a powerful economic engine for the region.
Artichokes have become a regional symbol, with multiple events dedicated to this vegetable during peak season. They form a cornerstone of Vega Baja del Segura’s gastronomic identity, celebrated in kitchens across the territory.
The artichoke is so important that The jewel of the garden, a staple product of the region, frequently appears on restaurant menus in a variety of preparations. This showcases the vegetable’s culinary versatility and reflects the region’s deep well of tradition, knowledge, and experience in local cooking.
In addition, the artichoke is recognized for its high quality, a product of Vega Baja’s climate and soil. The Vega Baja Artichoke brand has promoted and protected these qualities since 2011, encouraging cultivation and elevating the region’s vegetable status in national markets. This progress has coincided with increased cultivation area and a stronger brand image across markets.
More than a dozen participants, including local municipalities and multiple companies, collaborate under the brand in areas such as Almoradí, Benejúzar, Callosa de Segura, Catral, Cox, Daya Vieja, Dolores, Formentera del Segura, Orihuela, Rafal, Rojales, and San Fulgencio. The Vega Baja Artichoke Association works on several fronts: participating in fairs to broaden market reach, supporting gastronomic events to reinforce culinary visibility, and launching educational initiatives for schools. These include recipe books, promotional materials to boost consumption, and the artichoke game to bring garden values into classrooms and explain agriculture’s importance in Vega Baja del Segura.
Meanwhile, a new campaign highlights the community’s collective efforts. The Hearts Stories initiative presents a video series in which three generations share life experiences tied to Vega Baja artichoke, underscoring the crop’s cultural significance. The featured voices include Cayetano Murcia, known as Tano el de la barraca, an 80-year-old retiree who has cultivated artichokes since childhood with his father; Lizeth Añez, who left a hair salon job to seek more flexible time for farming; and Silvia Alfosea, who has spent 24 years with Spain’s leading artichoke exporters. These narratives emphasize the pivotal role of artichokes in Vega Baja’s garden and heritage.
The overall story is one of tradition meeting modern cultivation and promotion efforts, a testament to how a regional vegetable can shape local identity and economic vitality. [Vega Baja Artichoke Association]