A rosy future is being predicted for premium Glamour Cherries on the back of the brand's early season availability.
The Spanish stonefruit is available from March, six weeks earlier than the USA crop, according to Oscar Ortiz Farras, director general of Glamour Cherries.
Ortiz said the brand is being pitched as the best-quality cherries in the world, allowing retailers to build consumer interest ahead of the main season. Glamour already has listings in top-end European stores such as Harrods, Galaries Lafayette and El Corte Ingles, as well as in mainstream chains including Sainsbury's and Tesco.
Outside of Europe there has been strong interest from China, Russia and the Middle East, with customers looking for more crop every year, he added.
