Sampling events have been key to the campaign

Sampling events have been key to the campaign

The first Picota cherries of the 2010 season are set to arrive in British supermarkets next week, around 15 days later than in an average season.

Harvest and packing was hindered by wet weather in the Jerte Valley where the stalkless cherries are grown last week. That followed unseasonably cold weather during blossoming, which delayed development of the crop.

According to the Cereza de Jerte Denomination of Origin Regulatory Council, approximately 4,500 tonnes of Picota cherries will be harvested in the Jerte Valley this season, of which more than 50 per cent will be exported.

Pilar Díaz Flores, technical firector of the council, said: “The quality of Picota this year will be very good, with larger than average-sized fruit.”

“This season the weather conditions have generally been very favourable, although the intense cold weather during blossoming means we expect volumes to be lower than forecast.

“The cold weather early in the growing season delayed all Spanish cherries and Picota cherries have come on stream around 15 days later than normal.”

Foods from Spain is highlighting Picota cherries to British shoppers as part of its long-running campaign to support the fruit. This will include a range of activities in supermarket stores, including tasting sessions, with information and recipes given away in addition to Picota cherries, on-pack competitions and offers, as well as advertising at the point-of-sale and on retailers’ websites.

In the media, advertising and editorial articles are running in the consumer press and websites, while Chef Rowley Leigh of Le Café Anglais in London has also made a short video on cooking with Picota cherries, which will be broadcast during the season.

Last year, retailers and Foods from Spain combined to drive a record season for Picota in the UK, with around four million punnets of the fruit sold across retailers and one supermarket chain reporting a 400 per cent year-on-year increases in volumes.

Flores added: “The 2009 campaign was very successful. We exported 40 per cent of our production of cherries, including Picota varieties. In the UK, we achieved exports of approximately 2,500t.”

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