Picota Cherry Season Launches With Wide-Ranging UK Campaign

Spanish Picota producers have kicked off their 2025 UK marketing campaign as they continue to raise awareness of the unique cherry.

Naturally stalkless Picota cherries are known for their deep red appearance, and small, crunchy profile. They have gained an increasing fanbase in recent years during their short two-month sales window as consumers delight in their taste and versatility. This season, the UK will be able to get their hands on them in stores from the 30th of June.

Producers’ organisation Agrupación de Cooperativas del Valle del Jerte is expecting a medium-to-high harvest this year and is supporting the high-quality crop with a wide-ranging UK marketing campaign to remind consumers of the fruits’ many benefits.

New recipe development will be at the heart of the promotional push, with UK-based Spanish chef Omar Allibhoy creating recipes that celebrate the Picota cherry and its versatility in different dishes. The recipes have been professionally styled and shot by award-winning food photographer Costas Millas and will both be distributed to the press and used on social media.

Agrupación will also be collaborating with influencer and recipe developer Izabella Jakubec, who goes by @shicocooks on Instagram and will create a new Picota recipe to share with her one million followers.

Further social media activity is running on both Facebook and Instagram until mid-August, with a particular focus on the ‘Pick a Picota Week’ at the start of July. This spotlight event will feature interactive competitions, brand new recipes, and additional posts to encourage the purchase of Picotas.

Within retailers, promotional activity will include Picota-branded display units in-store, supermarket magazine ads and retail head office sampling. For the trade media there will be press releases, advertising and a press trip for key journalists to the Jerte Valley.

Agrupación chief executive Mónica Tierno Díaz said: “We are excited to be sharing our new-season fruit with UK consumers and highlighting why Picotas are such a great choice during the summer months. Through our campaign we want to show how versatile Picotas are both as a delicious, healthy snack and as an ingredient within a wide range of dishes. Picotas have been gaining in popularity every year in the UK and we are looking forward to building on that in the weeks ahead.”