The article highlights the efforts of the Argentine group 'Alcachofas Platenses' to boost artichoke consumption in Latin America, particularly in Argentina. Formed in 1994 to combat a decline in artichoke production, the group has obtained a geographical indication for the crop and employs strategies like a production protocol and revival of the old alcaucil festival to enhance its market presence. They emphasize the nutritional benefits of artichokes and call for state support to improve logistics, value-addition, and international marketing. The current challenge lies in improving consumption and extending the reach of the product beyond its current user base.