- Author: Jeannette E. Warnert
There is just one commercial producer in California of endive, a missile-shaped French-Belgium sprout from a chicory root that boasts culinary versatility, but lacks popularity. Endive (pronounced on-deeve) adds a bitter bite to salads and stir-fries and its white leaves make little boats to hold other ingredients for dainty hors d'oeuvres.
The biggest challenge for an endive producer, said entrepreneur Rich Collins, is marketing a product unfamiliar to most Americans. On average, U.S. consumers eat four leaves of endive a year; in France per consumer consumption is about 8 pounds a year, and in Belgium double that. Collins spent this morning touring about 50 food bloggers who are in Sacramento for the