Nowadays, around 50% of the production of the PDO Jerte cherries is destined to be marketed abroad. For this reason, multiple promotional campaigns are being carried out for Jerte picota cherries in different countries.

Despite Brexit, the United Kingdom continues to be the destination par excellence for the Jerte Valley, where most of the picota cherries are destined and marketed. Continuing along the path initiated in 1998, promotional campaigns have been carried out which have succeeded in making British consumers distinguish Jerte picota cherries from cherries, this has not yet been achieved by the majority of Spanish consumers.