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
20 Jun 2024
More than 1,200 representatives of the cherry industry gathered at the second version of CherryTech in Chile, the most important technical event for cherry production. Participants took part in three master classes and three forums with 15 speakers.
05 Mar 2025
The size of the global cherry market was estimated at USD 62.50 billion in 2023 and is expected to grow at a CAGR of 7.3% from 2024 to 2030. One of the major reasons for the market growth is the increasing health awareness among consumers.
25 Jun 2026
The study on Gisela 5 rootstock examines how salinity affects cherry growth, chlorophyll, ion balance and antioxidant defenses, highlighting sodium buildup, biomass loss and the rootstock’s limited tolerance to salt stress under in vitro conditions, after four weeks.
25 Jun 2026
France expects more than 30,000 tonnes of cherries this year, around one third above average. Growers are urging consumers to buy more, while hand picking, short shelf life, pest pressure and rising orchard costs keep retail prices between €5 and €8 per kilo in June.
