Premium Picota variety is focus of Spanish cherry campaign

Spanish cherry growers will focus on promoting the premium credentials and short season of Picota cherries in their 2012 cherry campaign.

Foods from Spain said it would use a new slogan - “Catch them while you can” - to promote the cherries this year, and feature the Picota brand more prominently in in-store promotions and sampling campaigns.

Pilar Diaz Flores, technical director for the Jerte Cherry Council, said Picota cherries had become increasingly popular with UK consumers. “We want to build on this success now by underlining that Picota is a unique and high-quality fruit,” he said.

This year’s first Picota cherries will hit the UK on Monday (18 June).