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Beta Vulgaris
This beetroot used to be common, but is not anymore. It is still used in some restaurants since it looks great, the tast is similar to common beetroot.
Garden for 'old fashioned' vegetables
Yummy! The leaves are excellent in stir-fry, and the beets are great peeled, tossed in a little olive oil and rosted!
Thanks @Jeannette, that is what it is. Googling it directs me to all sorts of Italian websites. Seems like they still know what to do with it :-)