Agrupación de Cooperativas del Valle del Jerte anticipates a medium-to-high harvest for the distinctive stemless cherries, with promotional activities including recipe development by Spanish chef Omar Allibhoy
Spanish Picota producers have kicked off their 2025 UK marketing campaign as they continue to raise awareness of the cherry.
This season, UK consumers will be able to get their hands on them in stores from the 30 June, with the fruit available for a short two-month sales window
Producers’ organisation Agrupación de Cooperativas del Valle del Jerte said it is expecting a medium-to-high harvest this year.
It is supporting what is calls a ”high-quality crop” with a wide-ranging UK marketing campaign to remind consumers of the fruit’s benefits.
New recipe development will be at the heart of the promotional push, with UK-based Spanish chef Omar Allibhoy creating recipes that celebrate the Picota cherry and its versatility in different dishes.
The recipes have been professionally styled and shot by award-winning food photographer Costas Millas and will both be distributed to the press and used on social media.
Agrupación will also be collaborating with influencer and recipe developer Izabella Jakubec, who will create a new Picota recipe to share with her 1mn followers.
Further social media activity is running on both Facebook and Instagram from mid-May until mid-August, with a particular focus on the ‘Pick a Picota Week’ at the start of July.
This spotlight event will feature interactive competitions, brand new recipes, and additional posts to encourage the purchase of Picotas.
Within retailers, promotional activity will include Picota-branded display units in-store, supermarket magazine ads and retail head office sampling.
For the trade media there will be press releases, advertising and a press trip for key journalists to the Jerte Valley.
“We are excited to be sharing our new-season fruit with UK consumers and highlighting why Picotas are such a great choice during the summer months,” said Agrupación chief executive Mónica Tierno Díaz.
”Through our campaign we want to show how versatile Picotas are both as a delicious, healthy snack and as an ingredient within a wide range of dishes.
”Picotas have been gaining in popularity every year in the UK and we are looking forward to building on that in the weeks ahead,” she added.
