The Consejo Regulador of the D.O.P. Cereza del Jerte and one of its certified companies, the Agrupación de Cooperativas del Valle del Jerte, have benefited from a grant from the European aid program for the promotion of agricultural and food products under the quality schemes in the Autonomous Community of Extremadura, within the framework of the PAC 2023-2027 Strategic Program.
This initiative made it possible to fund the campaign “Las Insuperables del Jerte.” Additionally, it contributed to the dissemination through various channels and media of the spot “Ciliegie o Picotas?”, focused on the differentiation of cherry varieties produced in the Jerte Valley and protected by the DOP Cereza del Jerte. Furthermore, it launched the actions of the “Las Insuperables del Jerte” campaign on social networks and in gastronomic events.
Specifically, our Control Organization received a grant of €63,515.08, and the Agrupación de Cooperativas Valle del Jerte S.C.L. received €7,422.80. Consequently, the support for the promotion of products certified by the DOP Cereza del Jerte amounts to €70,937.88. The PAC 2023-2027 Strategic Program is co-financed by the European Agricultural Fund for Rural Development (EAFRD) and the Regional Government of Extremadura (Decree 79/2023 of July 26, DOE nº 168 of 08/31/2023).
Image 1: The promotional campaign states, "Here come the unbeatable Picotas of Jerte. Hurry, they won't last!"
The purpose of the aid is to promote the production and marketing of agri-food products of differentiated quality through communication, promotion, and advertising actions.
The objective is to increase consumer awareness of the product and encourage the purchase of certified products. To this end, in addition to disseminating the spot through a communication campaign on online media, television, and public screens, the DOP Jerte Cherry carried out numerous promotional activities targeted at opinion leaders and end consumers. Video collaborations with opinion leaders and influencers were created, and tastings, public presentations, and product samples were sent out.
Additionally, the new corporate image of the DOP Jerte Cherry was launched, along with a redesign and update of the website www.cerezadeljerte.org. In this context, various promotional materials were also created for distribution, such as agendas, bookmarks, tasting boxes, and more.
Source: Cereza del Jerte
Image: Cereza del Jerte
04 Sep 2024
The objective of a Turkish research was to compare the performance of the cultivar ‘0900 Ziraat’ on two different rootstocks in terms of phenological characteristics, fruit quality, yield, harvest and pruning times, modelled with the SSA training system.
30 Jan 2025
The challenge for regional production is to distinguish itself on the market through quality, as late production is no longer a differentiating factor. To date, the region has 244 hectares dedicated to cherry production in the Chile Chico Valley.
27 Jul 2026
Etna PDO Cherry and the prized Mastrantonio variety enjoy a strong 2026 season, with high quality, firm fruit and harvests extending to late July. Higher-altitude orchards create new market opportunities, while growers face suzukii fruit fly, irrigation and grower unity.
27 Jul 2026
Washington State’s 2026 cherry harvest begins with a smaller crop, good fruit quality, encouraging yields and favorable prices. Mark Grassel examines harvest timing, nighttime picking, climatic risks, labor needs and the challenges shaping a promising season to date.
