From Field to Table: European Cherries Win Over Consumers

With the goal of promoting the quality and benefits of European cherries, the new campaign "Del campo a tu mesa! Naturally CeriZiosas" kicks off, co-financed by the European Union.

An ambitious strategy that over the next three years will speak directly to consumers, combining taste, sustainability, and social inclusion.

The project: a supply chain that tells the story of land and passion

Leading the project is the Agrupación de Cooperativas del Valle del Jerte, a historic organization made up of 15 cooperatives and over 2,500 small producers, active in cherry and picota cultivation and distribution since the 1980s.

The creativity and implementation of the campaign are entrusted to Atlas Marketing Studio, which will oversee every phase of activities from 2025 to 2027.

Beyond promotion: sustainability and female empowerment

The aim is not only to promote an iconic product, but also to highlight the social impact of cherry cultivation.

At the heart of the narrative: the importance of environmental sustainability and the fundamental role of women in agricultural supply chains.

A message that strongly resonates in an increasingly equity- and green innovation-conscious European context.

Communication strategy: between digital and experiential moments

The campaign will unfold through a multichannel strategy combining digital actions, public relations, and live events.

Press events, show cooking sessions, initiatives in retail outlets, and participation in industry fairs like Fruit Attraction are planned.

The online dimension will be strengthened through a social media editorial plan, collaborations with gastronomic micro-influencers, chefs, and culinary personalities who will create live content dedicated to #cherrylovers.

An exceptional presentation

The communication and PR strategy was handled by the Bloody agency, which also organized the launch event aimed at economic and gastronomic media.

The star of the show cooking experience was Ángela Gimeno, MasterChef winner, who engaged the audience in the preparation of three dishes — both sweet and savory — featuring cherries as the main ingredient.

A look towards the future

With "Naturally CeriZiosas", European cherries are preparing to conquer new markets and consumers, focusing on authenticity, quality, and innovation.

A challenge that looks toward the future of European agrifood, increasingly conscious and sustainable.

Text and image source: www.diariofruticola.cl

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