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Radicchio breeder Andrea Ghedina, center, talks about the crop with Northwest growers.

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Pacific Northwest farmers toured Italian radicchio farms in January 2020.

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Duvall, Wash., radicchio farmer Jason Salvo in a greenhouse during a tour of the industry in Italy.

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Pacific Northwest radicchio farmers saw all aspects of growing, packing and marketing the crop during a January 2020 tour.

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Duvall, Wash., farmers Siri Erickson-Brown and Jason Salvo have been growing radicchio for 15 years.

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Radicchio is the focus of a new effort to spark interest in the vegetable from farmers, chefs and consumers.

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Farmers Jason Salvo and Siri Erickson-Brown of Duvall, Washington, are helping lead the formation of the Pacific Northwest Radicchio Growers A…