The Valle del Jerte participates in the International Tourism Fair (Fitur) in Madrid. This Wednesday, on the occasion of Fitur 2025, the region presented one of the most special periods of the cherry valley, the Cerecera. The cherry harvest season offers visitors a personalized and colorful experience to enjoy the area.
The Valle del Jerte has a differentiated tourism offer on a seasonal level. It goes beyond the blossom period, a time for which the region is particularly well-known. The Cherry Blossom Festival, considered of national tourist interest, already attracts thousands of visitors in spring. However, Valle del Jerte aims to promote tourism related to cherry blossoms and extend it into the summer.
Cerecera offers a tourist program with seasonal leisure, gastronomic, and sports activities. And, of course, exceptional landscapes, with the green and red of its one and a half million cherry trees. As Felisa Cepeda, president of the Society for the Promotion and Development of Valle del Jerte (Soprodevaje) explained at Fitur 2025, this is a period in which the region is filled with “particular dynamism and intense activity.”
During the presentation of Cerecera at the Junta de Extremadura stand, she also recalled that the project “was born out of passion for Valle del Jerte and for our most emblematic product, the cherry.”
“The Valle del Jerte is not only a natural spectacle but also an example of interaction between humans and nature,” she added.
Cerecera was created 14 years ago “not only to highlight the value of our flagship product, the cherry and the cherry of Valle del Jerte, but also to bring it to the public. It is a joint commitment of the region, between the agricultural and tourism sectors,” she explained.
During Cerecera, the fruits of the year’s work are harvested. But it is also a moment in which the essence of the Valley is manifested, when “it is full of colors and life,” according to Cepeda.
“The red of the cherry trees joins the sound of crystal-clear waters flowing through our gorges and rivers. And also with the dynamism of farmers during the cherry harvest. Special moments that we want to share with all those who want to know us through an exciting immersion in agricultural culture,” emphasized the director of Soprodevaje.
To allow visitors to experience these “special moments,” agritourism experiences and leisure and adventure activities are offered. Additionally, visitors can participate in active tourism experiences such as canyoning, canoeing, hiking, or taking a dip in the numerous gorges of the region. It is also possible to visit the Garganta de los Infiernos Natural Reserve, which “besides hosting rich biodiversity, is one of the most beautiful natural swimming areas in the world,” Cepeda said, referring to Los Pilones.
Those who want to learn about the cherry classification process have a mandatory stop at the Agrupación de Cooperativas Valle del Jerte. During Cerecera, it offers guided tours. Visitors can “be amazed at the speed at which dozens of kilos of cherries are sorted by size, variety, and color, adapting to the needs of each customer,” she added.
Another proposal of Cerecera is the gastronomic days of the Picota cherry. During the months of June and July, on weekends, local restaurants offer menus based on Picota cherry from Valle del Jerte.
The president of Soprodevaje also recalled that, to welcome all those coming to Valle del Jerte, the region has an extensive network of accommodations, with over 2,200 places. Furthermore, it has a rich and varied gastronomic offer, with a focus on sustainability, zero-kilometer foods, and a network of active and nature tourism companies.
Another unmissable event is the Cherry Fair. It is held every year in one of the eleven municipalities of Valle del Jerte, in alphabetical order. Last year it was hosted by Jerte; in 2025, it will be hosted by Navaconcejo around May 31, followed by Piornal. Visitors can attend the cherry market, where major commercial companies display their fruits and derived products.
There are also gastronomic workshops, tastings of cherry gazpacho, street entertainment, hiking and ethnographic routes, and the famous cherry tasting, where visitors learn to distinguish the different varieties of cherries.
To highlight the local people, during Cerecera, activities are also held for farmers. For example, there is a competition for the largest cherry and picota or for the most original cherry photograph.
In short, the representatives of Valle del Jerte wanted to present Cerecera at Fitur as “a moment full of experiences and activities that no one can miss,” according to Felia Cepeda. The head of Soprodevaje also took the opportunity to present the festival's mascot, Cerecina. “She demonstrates and symbolizes the values of our region, linked to the cherry, such as vitality, innovation, dynamism, freshness, and enthusiasm,” she said.
Source: DOP Cereza del Jerte
Image: DOP Cereza del Jerte
15 Jul 2024
100% of Vip cherries have GlobalGap certification. Reinhard Ladurner, the Consortium's cherry sales manager, emphasises: 'GlobalGap has become a passport to the market by fulfilling the demand for sustainability and product safety certification.
14 Jan 2025
A recent study from Poland compared two propagation methods for GiSelA 5: the use of stem cuttings and the in vitro method, evaluating their impact on tree growth, particularly on the varieties “Bellise”, “Earlise”, “Lapins”, and “Vanda”.
15 Jul 2025
The 2025 cherry season in the US Northwest brings excellent quality and large fruit sizes. Superfresh Growers leads exports to Asia and Oceania, India shows growing demand, while shipments to China decline due to trade tariffs and restrictions.
15 Jul 2025
A study conducted in China and the USA reveals that phenylactic acid (PLA) improves sweet cherry storage by extending freshness, aroma and nutritional quality. The optimal 8 mmol·L-1 concentration delivers strong results without damaging the fruit’s appearance.
