Spanish Picota cherry growers “guarantee a plentiful supply and exceptionally high quality fruit” throughout the six-week season, which began on the 15th June.
Despite COVID-19 challenges, around 2.5 million kg of Picota cherries are ready for exportation this season; 1.8 million of which are destined for the UK. The industry reached these figures in last year’s bumper season and is currently on target to hit them again.
Weather conditions, new plantations, a solid workforce and stringent safety measures adopted during the pandemic, has resulted in sufficient volumes to meet demand and the high quality product consumers have come to expect.
The valley experienced the necessary cold hours during the winter months and mild early-spring temperatures to ensure the fruit is of an exceptional standard. Agrupación of Cooperativas Valle del Jerte, the main cooperative supplying the UK with Picota cherries, said: “The cherry has had between 800 and 1,000 cold hours during the winter, which is ideal for good development. For the ripening of the fruit, the hours of heat and sun are essential to guarantee the flavour. One of the main qualities of the Picota cherry is its maturation over a long season, guaranteeing more brix (natural sugar) degrees.”
More than one million cherry trees, including new plantations, line the Jerte Valley, which is located 200km west of Madrid, in Northern Extremadura. New plantations are developed using a traditional and sustainable process that has been adopted by the valley’s farmers for hundreds of years. When the cherries are ready to be harvested at optimum ripeness, they are carefully hand-picked off the trees, leaving the stalks behind, and placed into chestnut baskets. This method has been handed down from generation to generation. Water for the fruit is naturally sourced from rainfall, meaning the use of fertigation isn’t required.
Because Picota cherries are protected by a denomination of origin (DO) certificate, rigorous quality control procedures are in place at all times. This high level of care and efficiency meant the Jerte Valley adapted well to the new COVID-19 protocols. The Agrupación commented: “We have strict guidelines in place, which all permanent and seasonal workers must adhere to. We are able to continue working at the usual pace and supply our unique product, whilst ensuring the safety of our staff.”
The exclusive product is distinguished by its flavour and sweetness. Picota cherries are the only variety that are detached from the tree without a stalk and have a more fleshy, crunchy texture than other cherries. The variety is only available in UK supermarkets from mid- June to the end of July.
This year’s promotional campaign, run by Agrupación, kicks off with ‘Pick a Picota Week’ (22nd June) which will see the launch of new seasonal recipes, video content, consumer competitions, social media activity and media gift boxes.
For more information:
Pippa Moore
Tel: +44 1480 465953
Email: pippa@redcomm.co.uk