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
18 Jun 2025
A Turkish study confirms Levante as a sustainable biostimulant alternative to hydrogen cyanamide, improving bud break and fruit set in Royal Tioga® cherry trees, especially in Mediterranean regions with insufficient chill accumulation during winter.
28 Sep 2023
On Thursday, 14 September, growers of different cherry varieties were invited by ANA Chile® to the 4th EXPOCerezo 2023, where participants were able to learn about the advances in the technical knowledge of varieties to obtain the best fruit potential and share their experiences.
09 Jan 2026
Smart irrigation improves cherry fruit size and profitability. With SWAN Systems, growers in Australia, North America and the Mediterranean can optimize water use, reduce waste and cracking, and boost yield through integrated data, expert guidance and better decisions.
09 Jan 2026
Rising volumes and logistical pressure make postharvest management the key driver of Chilean cherry profitability. Anticipation, DPV control, humidification, hydrocooling and contingency planning define a new operational standard to protect fruit quality, size and value.
