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 May 2025
Chilean growers embrace the Humic strategy to enhance cherry color, size, and uniformity. Results from the 2023 and 2024 seasons confirm higher quality, productive yield and profitability using Revital®, Potaliq® and Humic Kolour®, successfully tested across Europe.
14 Jul 2025
In-depth analysis of winter chill models used in fruit growing: Chill Hours, Utah, and Dynamic. Comparison of methods and agricultural applications across different climate zones, from British Columbia to Mendoza, Argentina, to improve orchard management strategies.
12 Dec 2025
In the last decade, Chile turned cherries into a premium export worth over US$ 1.8 billion, driven by ideal climate, advanced technical management and booming Chinese demand. Andean areas of Peru show potential, but would require infrastructure and adapted strategies.
12 Dec 2025
A Ukrainian study shows that a pre-harvest treatment with chitosan and salicylic acid extends sour cherry shelf life up to 30 days, reducing weight loss, defects, and microbial contamination. It enhances fruit storage, quality and marketability post-harvest.
