Veracruz and its edible flowers, protagonists in CNN and Raw TV’s Mexican gastronomy series Searching for Mexico
Mexico’s gastronomic richness reached international screens in 2022 thanks to the collaboration between the prestigious British production company Raw and renowned host Eva Longoria. The series consists of six episodes and was broadcast by CNN, showcasing the country’s culinary diversity through little-known stories, with a special focus on the women driving local gastronomy.
Among the most anticipated episodes was the one dedicated to Veracruz, featuring the participation of Colectivo Rokunin to highlight a unique aspect of Veracruz coffee: the edible flowers of the coffee field. The project captures the beauty and biodiversity of coffee fields through floral crowns and traditional recipes that combine gastronomy and floral art.
The British production company discovered Rokunin’s proposal through Google Arts & Culture and was fascinated by the originality of the concept: edible flower crowns, the work of local women producers, and the cultural richness they represent. During the preliminary meetings, Itzel Mendoza Olmos, the episode’s host, explained that the crowns symbolize the biodiversity of the coffee field, reflecting the harmony between coffee cultivation and the surrounding nature.
Logistics and Filming
Location scouting was carried out on February 21, 2022, while the main shoot took place on April 11, 2022, in the municipality of Coetzala, Veracruz. The day began at 9:00 am at Nono’s house, with the presence of local authorities, Rokunin collaborators, coffee growers, and local cooks, all dressed in traditional outfits that highlight the region’s cultural identity.
The recipes prepared during filming included tesmole with izote flower, San Lorenzo flower sauce, tepejilote flowers, eggs with gasparito flowers, and handmade tortillas, among other traditional dishes. All ingredients and flowers were provided by local women producers, who shared their ancestral knowledge in front of the cameras.
One of the episode’s most memorable moments was filmed at Señor Delfino’s coffee field, where Eva Longoria, along with Itzel Mendoza and the production team, walked among the coffee plants, observed the biodiversity, and learned about the importance of edible flowers for the coffee-growing culture of the region. The floral crowns, crafted by Colectivo Rokunin, served as a central symbol uniting gastronomy, art, and nature.
A Tribute to Women and Biodiversity
This episode not only highlights Veracruz’s culinary richness but also the role of women in gastronomy and coffee production, who, through their work and creativity, keep local traditions alive. The production combined interviews, culinary demonstrations, and scenes from the coffee field, showcasing the interaction between women producers, ingredients, and the community.
Filming was conducted under strict health measures, including rapid COVID-19 tests and the use of face masks throughout the event. Logistical coordination involved the Municipal Government of Coetzala and members of Colectivo Rokunin, ensuring that each scene faithfully reflected Veracruz’s culture, biodiversity, and hospitality.
An Episode for the History Books
The Veracruz episode is both a tribute to the region’s cultural and gastronomic wealth and an example of how collaboration between international production companies and local projects can bring little-known stories to light. With Eva Longoria as host and the talent of the women of Rokunin, the series presents a Mexico full of flavors, colors, and traditions that transcend borders.
Thanks to this initiative, the edible flowers of Veracruz coffee fields and the creativity of their women producers hold a prominent place on the international screen, inviting audiences to discover the intersection of gastronomy, culture, and nature that makes Mexico a unique country in the world.
Colectivo Rokunin and Eva Longoria during the CNN show Searching for Mexico, aired on Sunday April 30, 2023.