Close to 3.5 million packs of the Denomination of Origin-certified fruit were sold on the British market. All the major multiples stocked the product, according to Foods from Spain, reporting individual increases of between 20% and 115% over the June-to-July season.
Certified by quality control body Denomination of Origin Cherries from Jerte, Picota cherries are naturally stalkless. About 40% of production is exported, with Germany and the UK key markets. Promotions focused on the provenance with floor graphics and on-pack offers, in-store radio slots and activity in both supermarket and consumer magazines.
Foods from Spain director María José Sevilla said: “This has been the best season that I can remember with almost all retailers posting a significant increase in sales, despite prices being a little higher.
“Our promotions seem to be generating a real following. All retailers stocked Picota and all the major export groups took part in the campaign.”