Valle del Jerte sets example

Spanish farm minister Elena Espinosa has praised the work of growers in the Valle del Jerte, famous for its Pictoa cherries, as a model to be followed nationally.

She was speaking on a tour of the valley which took in several farms. She said the group of co-operatives in the valley which have a fruit packhouse, store, grading line and an olive oil press at their disposal was a “treasure that should count on support from regional and national authorities.”

However, marketers this season have been disappointed with some retailers who have positioned Picota in their economy branded ranges instead of as a premium line.