Wherefore art thou, radicchio?Royal Rose LLC has launched a radicchio scavenger hunt promotion.

The social media-based contest rewards consumers who find radicchio or another chicory on menus, at markets, in salads or smoothies or on shirts, acccording to a news release from Salinas, Calif.-based Royal Rose.

People who make such finds are encouraged to take a picture and post it on any social media platform using #chicorychase.

Each week, Royal Rose will select a winner and reward them with a “My Superfood is Hot” t-shirt.