Despite a rainy spring and a delayed start to the harvest, the Picota cherry season shows promise, with excellent quality and quantity prospects, according to the Agrupación de Cooperativas del Valle del Jerte.
Spain’s spring of 2025 was marked by mild temperatures and heavy rainfall, a combination that negatively impacted various fruit crops. For Picota cherries from the Jerte Valley—a renowned production area in Extremadura—the season started about two weeks late.
Nevertheless, according to the Agrupación de Cooperativas del Valle del Jerte, the current campaign is expected to yield a medium-to-high harvest, accompanied by an “extremely good” level of quality. This is encouraging news for local producers, who saw the early days of harvest affected by rain but escaped major damage from events like hailstorms.
The absence of severe weather events and the natural resilience of the variety have fostered optimism among industry players, who are preparing to present Picota cherries to the market with confidence. The fruit, which holds Protected Designation of Origin (PDO) status, is recognized for its authenticity and quality—attributes increasingly appreciated by both local and international consumers.
“We love all cherries, but we believe Picota cherries are the best for a healthy and tasty snack,” said Mónica Tierno Díaz, general director of the cooperative. One of the most distinctive traits of Picota cherries is their natural lack of a stem: “This makes them more resistant, as the stem attachment point is often where deterioration begins in common cherry varieties,” she added.
The season, which began in late May to early June, will continue until late July or early August. The United Kingdom remains the main export market for Picota cherries, followed by the Spanish domestic market. Demand is also growing in Scandinavian countries, where the fruit is still relatively unknown but gaining traction thanks to its unique characteristics.
The Agrupación de Cooperativas del Valle del Jerte has invested for years in promotional efforts in the UK, with targeted campaigns in retail stores, collaborations with media and themed recipe books, all aimed at educating consumers on the unique value of this cherry.
“In some markets, Picota cherries are still little known, so it's essential to explain what makes them special,” emphasized Tierno Díaz. “Fortunately, we’ve been working in the UK for over twenty years, and now both distributors and consumers recognize and appreciate their uniqueness.”
Source: fruitnet
Image source: Blog de Dia
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