The first arrivals of new-season Picota cherries from Spain hit the UK this week, backed by a promotional campaign by Foods from Spain.
The Cereza de Jerte Denomination of Origin Regulatory Council, which oversees production in the Jerte Valley, said good weather during the harvest and fruit set period has produced 10,500 tonnes of Picota cherries.
Some 40 per cent of the crop has been earmarked for export.
María José Sevilla, director of Foods from Spain, said: "The Picota cherry campaign marks the start of our promotional support for Spanish fresh produce for 2008, which has been relaunched with a new image. We are delighted that we have such a high-quality crop with which to begin this year's campaign."
The Cereza de Jerte Denomination of Origin Regulatory Council campaign has promoted Picota cherries in the UK market through Foods from Spain since 1998.
This year’s in-store campaign will encompass retailer magazines and websites, store radio and floor graphics.
An information and recipe booklet featuring Picota will be included in packs of the fruit for the first time, with a holiday offer.
The promotions will also include on-pack offers such as ‘kids go free’ and the very popular ‘free bottle of Cava’ offer.
Some 1,500t of Picota cherries were exported from the Jerte Valley to the UK market last year, representing approximately 34.5 per cent of the total export.
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