The weight of the Spanish media, including national TV channel TVE, attended a press conference held by the Spanish Institute of Foreign Trade (ICEX) to announce and celebrate its recent receipt of a Re:fresh award.

ICEX's UK food and wine division Foods from Spain's PR and marketing campaign for Picota cherries was judged Re:fresh Marketing Campaign of the Year at last month's awards. At the Parador de Plasencia last Friday, Foods from Spain director Maria José Sevilla presented replica trophies to José Fernández, president of the Regulatory Council for Picota cherries in the Valle del Jerte and Leopoldo Gutiérrez, director general of the local government of Extremadura.

"I see the Re:fresh award as a reward for many years of hard work on the part of Foods from Spain, and above all the entire Picota industry," said Sevilla. "The prize is also for Spain and all its producers."

The campaign is both public and private-funded, with a sizeable proportion coming from the regional government. "Gutiérrez said: "We are delighted at this recognition as the Valle del Jerte and its producers are so important to the economy of the region. We believe strongly in generic promotion, but alone it is not sufficient. It is the companies that produce and sell the fruit and the image of Picota in the UK and elsewhere relies totally on the individuals and co-operatives and the standards they can consistently achieve."

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