Volumes of cherries from the Jerte Valley are expected to reach between 10-15,000 tonnes, compared with last year’s 25,000 tonnes, around 55 to 60% of which is expected to be Picota.
The low volumes are being attributed to a number of reasons, weather being chief among them, said growers.
However, despite the lack of fruit, Foods from Spain is preparing one of the biggest marketing campaigns yet with a budget of more than £250,000.
The campaign will feature on poster sites and in women’s magazines and Sunday supplements. Instore activities will include PoS material and promotions to claim everything from a free bottle of Spanish Cava to kids go free vouchers.
Maria Jose Sevilla, UK director of Foods from Spain, said: “We will have heavyweight media coverage this month and next.”