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Date 10.02.2015
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Workshop in collaboration with Royal Rose

Radicchio Plus

by Tracy Arango Vega, Esteban Marquez, Victoria Botero Herrera, Thananid Thammavijukpond, Shirley Wongso

Radicchio is a leaf chicory (Cichorium intybus, Asteraceae) with red leafs striated by white veins. It is not a seasonal vegetable, but a perennial, even if there are several seasonal variants. It can be eaten as fresh salad, grilled, or it can be employed as a versatile recipe ingredient. Radicchio originates from the North-East of Italy, more precisely from the Veneto region, where it is essential to the preparation of many traditional dishes.

The market for fresh salad is growing in North America, where people are turning to the abundant consumption of fruit and vegetables to support more nutritious and balanced diets. How can a brand like Royal Rose, producing a niche veggie like Radicchio, take command of this process promoting more sales?
Our answer is by employing the design process to rethink its versatility as an ingredient and reposition itself in the market.
North American consumers must be educated to understand that radicchio is a viable, good-tasting produce.
The brand’s narrative must be made to bank on the fact while Royal Rose radicchio it is not literally grown in Italy, radicchio is a staple of the well-balanced Italian diet, and that this should be played to the fullest extent possible to create value.

Also important is to communicate the idea that radicchio is a versatile and convenient ingredient, and not a fancy produce only to be consumed on occasion.
How can we sell more radicchio through design thinking? This was the challenge the president of Royal Rose, Dennis Donohue, brought to the table. Dennis is not new to these challenges. In January 2014, Royal Rose was selected by Monocle magazine as one of the 100 things to watch in the coming year. The workshop, under the leadership of Paolo Lorini, took up the challenge by employing a number of design-driven strategies, form branding to narrative employment. One of the most interesting concepts developed in the workshops was “Radicchio Plus,” a strategy that underscored, at once, radicchio’s super food nature and its tendency to mix famously with other ingredients.

Project leader: Paolo Lorini

Project Assistant: Francesco Sorrentino

Course leader: Anthony Marasco