Picota the crop

There are cherries - and then there are Picota cherries. Consumer research carried out for Foods from Spain in the UK recently revealed that the stalkless Picota is the only type of cherry that has any recognition level to speak of on these shores. The findings from the research formed the basis for the campaign, run for Foods from Spain by Red Communications, that won the inaugural Re:fresh Marketing Campaign of the Year award last month. Tommy Leighton visited the Jerte Valley on the eve of the 2004 Picota season.