This summer is set to be a scorcher for British consumers with the arrival of new brand Cherry Passion, according to Stefano Pezzo, of Bragantini Marco and Figli SNC.

“Cherry Passion represents the idea of 'love for cherries' - an emotion, a sin of gluttony every time you try them,” said Pezzo.

Several varieties are being grown under the brand in the Verona and Bari regions, as well as several sites in Turkey, to ensure availability through July, after the end of the Italian season.

Pezzo said Verona-based Bragantini has the exclusive rights to the growing, production and distribution of the brand which will be registered and promoted throughout Europe by Cherry Passion Europe.

Northern Europe will be the prime target for Cherry Passion, with the UK, Germany and Scandinavia expected to receive around 80 per cent of the export volumes.

Pezzo said: “The most important market for Cherry Passion will be the UK for sure, because there is a very high interest in this product over there and the high quality we have answers their demand exactly.”

Braganti has recently acquired higher level certification, such as BRC and EurepGAP and traceability system UNI-ISO 10939 in order to meet the requirements of this market, he added.

For this first year, the company will export 500 tonnes of the Italian branded cherries and 500t of Turkish. They will be packed in the exclusive heart-shaped baskets and 5kg loose cartons.

Like last year the cherry season will be two weeks late in Italy as well as Turkey. However, Pezzo is expecting a strong market, with exports due to commence in the first week of June.

Pezzo is also a representative of Greenery Italia, the Italian branch of Greenery International BV, based in The Netherlands.

Greenery Italia exports products from various regions across Italy, including apples, pears, kiwifruit, grape, cherries and stonefruit.