The article provides an overview of the Spanish artichoke industry, focusing on the challenges faced by farmers due to rising costs and the strategy to pass on these increased costs to consumers. Spain, being the world's largest artichoke producer, maintains a consistent production across 365 days, with the Region of Murcia being the leading producer. The industry plans to export 20% of fresh production and 80% of industrial production to the European market, primarily to countries like France, Italy, and the Netherlands. Despite the challenges, the industry remains optimistic, with efforts to expand artichoke cultivation due to its health benefits and the high-quality characteristics of the Spanish product, which is preferred by top chefs over competitors from Egypt, Peru, and China.