Volumes of Spanish Picota cherries are likely to be dramatically down this season, but promotional activity is on the up.
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.”