Sales of Spanish Picota cherries rose significantly in the UK for the third successful season this year, according to the organisation representing Spanish producers of the fruit.
The Cereza de Jerte Denomination of Origin Regulatory Council estimates that 2,500 tonnes of Picota cherries were sold in the UK during their short season, 75 per cent more than the previous record set last year. One retailer reported sales of 100 per cent more punnets than in 2010.
Pilar Díaz Flores, Technical Director of the Council, said: “We have had an excellent campaign for Picota cherries, one of the most important of the last decade, particularly in the UK where we achieved record sales.”
Approximately 7,000 tonnes of Picota cherries were exported from the Jerte Valley this year, and, according to the Council, it was a strong season from the point of view of eating quality, size and shelf life of the fruit, as well as the volumes available.
Milder temperatures ripened the fruit at a gradual pace and the season ran for a longer-than-average seven weeks, meaning fruit was available in some UK retailers into the second week of August.
Foods from Spain promotes the fruit annually to shoppers in the UK as part of its integrated promotion on fresh produce. This year’s activity included tasting sessions in supermarkets, in-store radio and information about Picota at the point-of-sale.
“Our campaign to promote Picota cherries in the UK has contributed to this product consolidating its position in the UK market,” said Díaz Flores. “An increasing number of consumers understand the differences between Picota and other cherries, in particular that they are produced in Spain’s Jerte Valley.”
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