In the heart of Pukekawa, just a few kilometres down from the South Auckland vegetable capital of Pukekohe, lies sprawling hilly hectares of fertile, volcanic soil producing some very special edible greenery.
Rich in nutrients – this soil is the base to produce a very specific produce – grows broccolini, a delicious hybrid between broccoli and Chinese kale. Created in Japan just 35 years ago, this was introduced to the New Zealand market by the Wilcox family, led by Blair Wilcox – a fourth generation grower from the Wilcox family of vegetable farmers established over 70 years ago in 1954.
Blair greets us in typical Kiwi farmer style – gumboots and farm gear, and looking happy and in his element on the land, working alongside his team on his among the verdant crop.
Following in the path of his father, grandfather and his father before him, Blair unsurprisingly grew up around the farm. In school breaks he’d be out on the sprawling acres of the Wilcox farms, learning about how the land and weather play a pivotal role in the production of each crop, and how to grow nutritious produce from seed. He had plenty to learn: Wilcox began when founder Arthur Sydney (Syd) Wilcox purchased some onion seeds from a friend in 1932, expanding to carrots and potatoes during the 1950s.
Once Blair graduated from university, where he studied horticulture, he was encouraged by the family to work in other businesses, starting his career in the UK and then moving to Gisborne on his return to New Zealand. This experience learning about the growing and horticultural industries helped him gain a wider understanding of different markets and environments and impacts from seasonality – and bring that knowledge back to Wilcox.
After spending some time getting up to speed in the family business, he saw an opportunity in the market for broccolini. Blair had studied the vegetable relentlessly while visiting growers overseas, and realised there was a space to deliver a consistently-fresh product year-round that could be locally grown right here in NZ.
Blair prides himself on the sweet, peppery taste and crunchy vegetable he calls “the sexy broccoli variety”. The entire product can be eaten, which not only reduces waste but also brings a new, delicious, healthy product to NZ consumers.
Technically, the name ‘broccolini’ is a misnomer as it isn’t actually baby broccoli. Broccolini is a hybrid between broccoli and Chinese kale. Tender and sweeter than its parent, when cooked well has a beautiful crisp texture that works in a variety of dishes.
Unlike standard broccoli, which has a thick, robust stalk and densely packed florets, broccolini features long, slender stems and smaller, looser florets. Its milder taste sets it apart from the more earthy, bitter undertones often associated with conventional broccoli. Broccolini is also quicker to cook and more versatile, as the whole plant is edible, whereas regular broccoli often requires trimming and peeling of the stalk, and requires minimal preparation. This makes it a favourite in stir-fries, sautés, and simple side dishes,
Broccolini is harvested and taken to the cool store within three hours, before being loaded into a hydrocooler with constant cold water running through it. This brings the core temperature down to 2-4°C to retain the beautifully crisp freshness of the product before being delivered to you. Broccolini is best stored in the fridge space, as the cold air will keep it for as long as possible.
Blair’s favourite way to cook broccolini is blanched in boiling water first, then fried in a pan of garlic, salt and butter, as he says this lets the produce speaks for itself. But this farmer’s favourite way of eating his special brassica is for breakfast, picked straight from the plant in the paddock!
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