The European cherry starts off with the programme “Pick a Picota from Europe” in the United Kingdom

With the start of the cherry season in the middle of June, picota cherries harvested in Europe are prepared to be promoted in the United Kingdom under the programme “Pick a Picota from Europe” with the financial aid of the European Union.

European picotas are exclusive to the Valle del Jerte and are protected by a certificate of designation of origin (DO), which verifies that the fruit has been grown, harvested and packaged under rigorous quality control procedures.

El Valle del Jerte is 200 km west of Madrid, north of Extremadura, Spain, where more than one million cherries are grown on the mountain sides. Thanks to this programme, with the main focus in the campaign being the quality and traceability of the product, European picota cherry will have the chance to reach more consumers, with the objective to show the methods of traditional, healthy and sustainable harvest used by the main European producer, el Valle del Jerte, so buyers in the United Kingdom know the unique features and benefits of the picota cherry.