Spanish Picota cherries hit the shelves this week and producers are hoping to entice consumers by presenting them as an affordable alternative to the English crop.
The Picota cherry season kicks off 10 days earlier this year than last, with growers predicting a crop volume of up to 8,000 tonnes - up from last year's total of 6,500 tonnes. Warm, sunny weather in the Jerte Valley has led to ideal conditions for flowering and fruit set, bringing earlier fruit and higher tonnages.
Spanish growers say Picotas are up to 50% less expensive than their UK- stemmed counterparts and will play a major role in retailers' promotional strategies. Exporters are also packing 250g punnets instead of the usual 300g punnets to help retailers such as Asda hit £1 price points to boost sales.
Marketing and PR activity will focus on the lower price of the fruit compared to stemmed varieties. There will also be on-pack information and recipes from Extremaduran chef Jose Pizarro of the Brindisa restaurants.
Picota cherries have a dark colour, deep flavour and differ from other varieties by virtue of not having a stalk. Their short season runs until late July.
The Picota cherry season kicks off 10 days earlier this year than last, with growers predicting a crop volume of up to 8,000 tonnes - up from last year's total of 6,500 tonnes. Warm, sunny weather in the Jerte Valley has led to ideal conditions for flowering and fruit set, bringing earlier fruit and higher tonnages.
Spanish growers say Picotas are up to 50% less expensive than their UK- stemmed counterparts and will play a major role in retailers' promotional strategies. Exporters are also packing 250g punnets instead of the usual 300g punnets to help retailers such as Asda hit £1 price points to boost sales.
Marketing and PR activity will focus on the lower price of the fruit compared to stemmed varieties. There will also be on-pack information and recipes from Extremaduran chef Jose Pizarro of the Brindisa restaurants.
Picota cherries have a dark colour, deep flavour and differ from other varieties by virtue of not having a stalk. Their short season runs until late July.
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