The region, which is famous for the stalkless Picota cherry was represented at the fair for the first time. It was the only stand devoted only to cherries. 'This demonstrates the high degree of specialisation and our position of leadership in the cherry category,' said Jesús Martín Fraile general manager of the DO. 'Cherries from our region, which does not only produce Picota but a whole range of varieties, are available from mid-April until early August.' As well as raising the profile of its products from the stand, several of the DO's member-companies also made valuable contacts to follow up commercially.

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