Picota cherry sales in the UK have risen significantly for the third consecutive season this year, according to the organisation representing Spanish producers of the fruit.
The Cereza de Jerte Denomination of Origin Regulatory Council estimates that 2,500 tonnes of Picota cherries were sold in the UK during their short season, 75 per cent more than the previous record set last year. One unnamed major mulitple reportedly saw sales of 100 per cent more punnets than in 2010.
Pilar Díaz Flores, technical director of the council, said: “We have had an excellent campaign for Picota cherries, one of the most important of the last decade, particularly in the UK where we achieved record sales.”
Approximately 7,000 tonnes of Picota cherries were exported from the Jerte Valley this year, and, according to the council, it was a strong season from the point of view of eating quality, size and shelf life of the fruit, as well as the volumes available.
This year’s Picota harvest began on June 11 and finished on 1 August 1st with the first cherries on sale in UK retailers on 17 June.
Milder temperatures ripened the fruit at a gradual pace and the season ran for a longer-than-average seven weeks, meaning fruit was available in some UK retailers into the second week of August.
Foods from Spain promotes the fruit annually to shoppers as part of its integrated promotion on fresh produce. This year’s activity included tasting sessions in supermarkets, in-store radio and information about Picota at the point-of-sale.
Online activity included links with retailers’ own customer websites and promotion with websites such as Delia Online and eBay, with editorial coverage on several food, women’s and lifestyle sites, and in consumer magazines.
Sampling of Picota cherries was also organised at the Tapas Fantasticas festival in London and Bristol Foodies event, both at the end of June.
“Our campaign to promote Picota cherries in the UK has contributed to this product consolidating its position in the UK market,” said Díaz Flores. “An increasing number of consumers understand the differences between Picota and other cherries, in particular that they are produced in Spain’s Jerte Valley.”
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