THE CARXOFA PRAT (PRAT DE LLOBREGAT ARTICHOKE), THE HIGHLIGHT OF THE HOLERITOURISM AGRICULTURAL EVENT

Abstract

The Carxofa Prat (Prat de L lobregat artichoke) is one of the most iconic products of the Parc Agrari del Baix L lobregat where it is cultivated over an area of 359 hectares. This extension represents 18.9% of the Parc’s usable agricultural area (UAA). Annual production is 15-20 t/ha, depending on whether they are first- or second-year plantings. Seventy-five percent of total production is marketed at Barcelona’s central fruit and vegetable market, Mercabarna, and aimed at the fresh produce market. The remaining 25% is distributed through direct sales from producers to retail stores and local markets. Moreover, in 2009 the Parc Agrari launched holeritourism, a new form of tourism specialising in horticultural products and visits to gardens and orchards. Holeritourism provides visitors with access to the agricultural park so that in addition to providing leisure and recreation opportunities they can familiarise themselves with local products and the area. Holeritourism is based on four personal experiences with a particular product: discovery, observation, experimentation and tasting. Based on a questionnaire completed by participants, an attempt has been made to learn more about consumer profiles, i.e. what led them to take up this sort of tourism and how much they would be willing to pay for this type of activity. Answers to questionnaires have been collated for 2010 (with a total number of 470 participants) and for 2011 (656 visitors, from a total of 936 persons registered, who have participated in twelve sessions organised over six weekends). The data bring to light the future prospects of this type of tourism.

Keywords: holeritourism, tourism of gardens and orchards, Carxofa Prat, artichoke, Parc Agrari, fresh produce.