Foods From Spain
The first Picota cherries – the DO protected stalkless fruit produce in the Jerte Valley region of western Spain – are expected in stores around June 20th this year, around a week later than last season due to cold weather and some rain.
First indications from the region suggest the crop volume will be slightly down on the previous year, with enough fruit available to meet expectations from the UK market. The early rain hasn’t affected the crop, so quality remains good at this point, with good weather forecast in the coming week and a favourable average temperature of 25C. Growers are expecting to begin harvesting between 10th and 15th of June.
In this market, the cherry has carved out a strong niche during June and July during the last decade, on the back of annual promotions to support the fruit while it is in store. The campaigns have encouraged sales by highlighting the uniqueness of Picota cherries, underlining their provenance - produced by family farmers only in the Jerte Valley area of the Extremadura region - and their protection by Denomination of Origin (DO) status, under the Cereza de Jerte Denomination of Origin Regulatory Council. The promotions stress that Picota are available for short season only (June and July), have a dark colour, a deep flavour, and are distinct from other cherries because they don’t have a stalk.
The 2009 campaign will again focus on the uniqueness of Picota cherries, but will also feature a budget message. Picota cherries are, on average, cheaper (up to 50 per cent less) to shoppers than their stemmed counterparts.
The messages will be carried in advertorial articles in women’s, lifestyle and food consumer magazines, and on the food website Delia Online. They will also feature in radio interviews with director of Foods from Spain María José Sevilla at the beginning of the season, and other public relations activity.
Up-and-coming celebrity chef José Pizarro chef/patron of the three Brindisa restaurants Tapas Brindisa, Tierra Brindisa and Casa Brindisa, is from the Extremadura region, and is working with the Picota cherry campaign this year. Pizarro has developed a series of simple recipes, which will be included in an information booklet in packs of Picota cherries in several major retailers during the season. The booklet also features a competition to win a holiday to the Jerte Valley, with runners up prizes of Pizarro’s new book Seasonal Spanish Food - as well as a ‘money off’ offer on the same book.
Other activity in store includes advertising Picota cherries at the point of sale and on in-store radio.
This specific activity for DO Picota cherries will be complemented by Foods from Spain’s generic initiatives, notably the third year of its National Primary Schools Competition, which invites children to design original collages on the themes of fresh produce, and the Spanish Young Chef of the Year, where students and other young chefs will create exciting menus using Spanish fruits, in the hope of winning a work placement at the World’s Best Restaurant, El Bulli in Spain. Picota will also feature alongside the other fruits in this year’s Foods from Spain campaign on the Foods from Spain website www.foodsfromspain.co.uk
Picota cherry recipes: In season June & July
Picota cherry recipes: In season June & July
Seasonal recipes: Spanish strawberries & raspberries
Spanish strawberries and raspberries are now in season.
First Picota cherries of the season on course
Picota cherries - beginning of 2009 campaign release
Seasonal Spanish Food: Recipes using Picota Cherries
Jose Pizarro creates some delicious recipes using Picota cherries
London student becomes Spanish Young Chef of the Year 2008
Winner of the Spanish Young Chef of the Year competition
Foods from Spain unveils Spanish Young Chef competition
Foods from Spain is inviting up-and-coming student chefs to design a fantastic meal using Spanish fruits – and win a working break in Spain at the world’s best restaurant, El Bulli.
5-a-day collage wins Foods from Spain schools competition
Foods from Spain has announced the winner of its National Primary Schools Competition, part of its promotional campaign for 2008
Foods from Spain unveils new look for 2008 integrated promotional campaign on fresh produce
Foods from Spain has released details of its integrated campaign for fresh produce for 2008
New season 2008: Picota cherries
Stalkless Picota cherries are in season from mid-June until the end of July. These unique fresh cherries are widely available in the UK – only at this time.
Foods from Spain launches national healthy eating competition for children
Primary school children around Britain can win up to £3,000 for their school by entering fantastic collages on the subject of fruit and vegetables into a competition run by Foods from Spain
New season 2008: Spanish plums
Spanish plums are in season from mid-May until October. They are at their best in July and early August, before the English plum season begins
Foods from Spain announces winner of National Primary Schools Competition
Foods from Spain has announced that Kingston Primary school in Essex has won first prize in its first ever National Primary Schools Competition
Picota cherry season begins Spain’s in store promotion
Picota cherry season begins in UK supermarkets
Foods from Spain launches largest promotion
Foods from Spain unveils campaign for 2007
