The Picota cherry season has recorded the highest volumes in the last three years

Agrupación de Cooperativas del Valle del Jerte reports a successful Picota season despite climate uncertainty and competition

Picota cherry producers have reported a positive campaign with high volumes of fruit despite numerous challenges facing the sector.

Industry body Agrupación de Cooperativas del Valle del Jerte reported that more than 3mn kg of Picota cherries were sold this season, representing the highest output in the past three years.

Some 35 per cent of the crop was exported to the UK, the organisation outlined.

A positive campaign

The season started around 22 June and concluded at the end of July, with fruit quality reportedly good thanks to a favourable spring that brought decent fruit size and high volumes.

Growers had to grapple with excessive heat affecting the fruit at certain points during the season, but while the Jerte Valley did not escape the heatwaves that roasted the continent this summer, these were occasional rather than prolonged and therefore crop damage was limited.

“Drought does not affect us as we have very fertile soil, both in terms of its composition and its water content,” explained Mónica Tierno Díaz, managing director of the Jerte Valley producers’ group.

“This year, as the rainfall was not particularly problematic and did not affect the Picota crop, the main concern was the heat during the period when the fruit was still on the trees.

Climate and adaptation

“Even so, we were able to adapt to the conditions and achieve positive sales results,” he pointed out.

Tierno Díaz stressed that along with all farming professionals, Picota growers are concerned about the level of uncertainty that climate change brings.

But that isn’t stopping producers seeking to innovate, with the industry focused on improving fruit size while retaining key qualities such as sweetness and shelf life.

Quality and expansion

“Our main commitment is always to offer the highest possible quality,” Tierno Díaz continued. “At the same time, we continue to conduct market research to identify opportunities for further expansion.”

Aside from the weather, the season brought other challenges that gave suppliers a headache.

The biggest in-market issue for Picotas was the high volume of cherries from different origins, as well as the presence of English cherries.

While the UK will remain an essential market for Picotas, exporters are also on the lookout of new customers.

International markets

“Looking at the market as a whole, our objective is to expand the product into more countries, as it is a fruit that has ideal characteristics for export,” explained Tierno Díaz.

“That allows it to reach international markets in perfect condition without compromising its quality.

In the UK market in particular, our main objective is to strengthen its positioning,” he confirmed.

Marketing in the UK

There was once again a coordinated marketing push in the UK this season.

This included shrouds in 100 Morrisons stores, sampling at Tesco head office, trade PR and advertising, new recipes with Spanish chef Omar Allibhoy, influencer collaborations, and wider social media activity.

Image source: Agrupación de Cooperativas del Valle del Jerte

Carl Collen
Fruitnet

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