The first of this year's Spanish picota cherry crop has arrived in UK supermarkets and will soon be backed by in-store marketing campaigns. The cherries, the only variety to be sold without stalks, will be sold in Asda, Tesco and Morrisons.

In-store support will include store radio, floor graphics and retailer magazines and websites, as well as on-pack offers.

Last year, 34.5% of Spain's total export crop was exported to the UK, a total of 1,500 tonnes of fruit. Similar campaigns will follow for Spanish plums, persimmon and cherimoya.