The Vignola Cherry and Plum Consortium in Italy has unveiled a new brand for cherries that are not sold under an EU protected geographic indication but which are said to retain similarly high levels of quality and taste.
Tentatrice (Temptress), which is billed as the 'cherry of desire', will be used to market fruit produced by growers who were not included in Vignola's PGI certification scheme.
'We decided to create this brand so as not to undermine non-PGI production, which nevertheless has the right kind of characteristics to sell well on the market,' explained Walter Monari, the consortium's president.
The Vignola region, regarded as Italy's leading producer of cherries, is expected to turn out around 2,500 tonnes of the fruit this season, with around 1,200-1,500 tonnes set to be marketed under the Tentatrice brand.
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