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26 October 2023
Biodiversity, regional pumpkin farming and the Halloween jack-o-lantern are the themes of the online supermarket gurkerl.at
In Austria, the top supermarkets are currently promoting their Halloween food ranges and the pumpkin is visually playing the leading role. The pumpkin is the symbol of the centuries-old Irish tradition, which was taken over by emigrants in the United States, from where it was adopted in Austria at the end of the 20th century. It takes place on 31 October, the eve of All Saints' Day. Today, it's the second biggest party night in the country after New Year's Eve. (For more information on Halloween in Austria, see https://austria-forum.org/af/Wissenssammlungen/ABC_zur_Volkskunde_Österreichs/Halloween). No wonder supermarkets are tailoring their assortments and communications to the needs of the market.
The best Halloween promotion in terms of knowledge transfer that Fashion.at has seen so far this season is the press release from the online supermarket gurkerl.at, which communicates the supermarket's wide range of different pumpkin types, including Hokkaido, butternut, spaghetti and nutmeg pumpkins, with an overview of the various pumpkin types, descriptions of the different shapes and flavors, along with thoughts on biodiversity and regional agriculture. In Austria, the pumpkin harvest season lasts from August to October.
Gurkerl.at encourages people to explore the different flavors and experiment with pumpkins that are rarely seen in regular supermarkets. One of the specialties is the variety 'Marble Pumpkin' with light gray skin and yellow to orange flesh with a sweet, chestnut-like flavor. The online shop on https://www.gurkerl.at provides more information about the Franzlbauer farm in Tullnerfeld, Lower Austria, where the pumpkins are cultivated.
In the press release, the farmer of the Marble pumpkins, Franz Hascher of the farm Franzlbauer, was asked why it is worth preserving this diversity. Franz Hascher, partner of gurkerl.at, explained that Hokkaido pumpkins are often the only ones you see in the supermarket, no matter where you look. He mentioned that if everyone were to grow only Hokkaido pumpkins, the other types that offer a variety of flavors would eventually disappear. He expressed his appreciation for the fact that a seasonal vegetable like pumpkin can offer such a wide range of flavors. Franz Hascher further stated that they are happy to have a partner in gurkerl.at who supports their efforts to preserve biodiversity and gives them the opportunity to conduct experiments alongside the traditional pumpkin varieties.
Part of the press release is also a short review of where the tradition of carving pumpkins, known as jack-o'-lanterns, comes from. The Irish legend tells of a man, Stingy Jack aka Jack Oldfield, who outsmarted the devil. To ward off evil spirits, a piece of coal was placed inside a turnip, and this practice continued in America with pumpkins, hence the name jack-o'-lantern.
Editorial reading tip for further information on the history of jack-o'-lanterns, including the natural phenomenon of light produced by gases from decomposing organic matter, which was believed to be the lost soul of Jack O'Lantern, and the origins of Halloween, which date back thousands of years to Celtic rituals: https://www.nationalgeographic.com/history/article/the-twisted-transatlantic-tale-of-american-jack-o-lanterns
Image: Campaign image 'Halloween at gurkerl.at'. Photo: © gurkerl.at.
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