The first arrivals are expected to land in the UK around June 10 according to Agrupación de Cooperativas Valle Del Jerte
European Picota cherry growers are anticipating a high quality harvest with good volumes for the upcoming season.
Despite a warm winter followed by a cold spring delaying the season slightly, growers reported an abundance of fruit on the trees, of excellent quality, full of flavor and crunchy texture.
The first European Picota cherries are expected to arrive in the UK around June 10, according to grower association Agrupación de Cooperativas Valle Del Jerte. The season should last until the beginning of August.
“Flowering started at the beginning of April this year, and although it has already ended, you can still see cherry blossoms in the higher areas of the valley at an altitude of 1,200 meters,” the manager said. of the group’s exports, Miguel Ángel Durán. “It is one of the wonders of the Jerte Valley.”
The UK is a leading market for European Picota cherries, and growers this year plan to promote the flavor and key points of difference of their fruit to consumers and the trade.
This will include the enhancement of traditional cultivation methods, respect for the environment and agriculture in harmony with the beautiful natural environment of the Jerte Valley.
The campaign comes at a time when producers are facing a number of production challenges. While the family culture of producers in the Jerte Valley means that producers do not suffer from labor shortages in the same way as their European counterparts, they nevertheless struggle with the same problems of rising production costs. fertilizers, packaging and logistics.
“Despite this, we believe that Picotas will continue to be one of the most attractive products on the market as they go directly from the producer to the supermarkets,” Durán said.
“While we recognize that inflation will affect consumption in the fruit category, cherries will continue to be one of the most demanded products as they will still be extremely competitively priced.”