Consumers eagerly awaiting the start of Spain’s Picota cherry season will need to exercise patience this year. Due to a cooler and rainier spring than usual, harvesting is running approximately two weeks behind schedule. However, these same weather conditions have proven ideal for fruit development, setting the stage for an abundant, high-quality crop in 2025.
Mónica Tierno, CEO of Agrupación de Cooperativas del Valle del Jerte (ACVJ), a cooperative representing around 2,500 small-scale producers, remains cautiously optimistic.
“We always keep one eye on the sky,” she says. “But barring any unforeseen weather events, we expect a decent season.”
Her caution is understandable. The past two seasons were marred by heavy rains just as cherries were ripening, causing widespread cracking and rot. This year, however, it is Eastern Europe’s cherry producers who have suffered the worst of nature’s wrath. Severe spring frosts have drastically reduced output in Turkey—Europe’s largest cherry producer—as well as in Greece, Poland, Hungary, and Ukraine. The resulting shortage has driven prices up, offering hope for Jerte Valley farmers that 2025 could be a profitable year.
A Late but Steady Start
“The only slight downside is that the harvest is running two weeks late—this is the latest season we’ve had in ten years,” Tierno notes. “But so far, so good. The quality is there, the volume is there. We’re starting slowly, with peak production expected in late June, and cherries should be available until August.”
Cherries are the economic backbone of the Jerte Valley, where nearly every resident is involved in their production, whether directly as growers or through supporting industries like packing, logistics, and marketing. Nestled in Spain’s Extremadura region, the valley’s terraced landscape is home to roughly two million cherry trees, cultivated at altitudes ranging from 400 to 1,200 meters above sea level.
The Picota Cherry: A Unique Delicacy
ACVJ, the largest cherry marketer in both the Jerte Valley and Europe, produces around 18,000 tonnes annually, with 30% being the prized Picota variety—exclusive to this region. Smaller, deeper red, and exceptionally crunchy, Picotas are hand-picked at peak ripeness, ensuring intense sweetness and flavor. Unlike other cherries, they are sold stalkless, as the fruit naturally detaches when harvested, extending shelf life.
About half of the Picota crop is sold domestically, while the rest is exported, primarily to the UK and Scandinavia. According to Tierno, cherries are sorted, packed, and shipped within 24 hours, reaching UK supermarket shelves in just two days—ensuring maximum freshness.
“There’s a reason Picota is called the queen of cherries,” she says. “Even though they’re smaller on average, their crunchiness and sweetness make them the perfect summer snack.”
Expanding Markets and New Opportunities
Years of promotional efforts have cemented Picota cherries’ reputation among UK consumers, and similar campaigns are now targeting Scandinavia. Meanwhile, the recent opening of the Chinese market to Spanish cherries has sparked excitement, though Tierno remains cautious.
“Picotas travel well due to their longer shelf life, but their smaller size might not appeal as much to Chinese consumers,” she explains. “Plus, we’re still waiting for final approval of the new phytosanitary protocol from Chinese authorities, so everything is on hold for now.”
The Farmer’s Life: A Year-Round Commitment
For growers like Alberto López, cherry farming is a year-round labor of love. With nearly a dozen weather apps on his phone, he constantly monitors forecasts to determine the best times for pruning, treating, and harvesting.
“Each app uses a different forecasting model,” he says. “If they all predict rain, I know it’s certain. If only some do, it’s less guaranteed.”
López and his wife, Carolina, cultivate several hectares of cherry trees, including Picotas, passed down through generations. While harvests once relied on extended family labor, today they must hire seasonal workers due to rural depopulation.
*“A well-managed orchard should yield 10,000 kg per hectare in a good year,”* López says. “Farming requires knowledge of meteorology, agricultural engineering, and empathy for workers—but above all, patience.”
Innovation and Sustainability for the Future
ACVJ’s scale and structure enable it to secure better prices for growers while investing in innovation. The cooperative spends millions annually on advanced sorting and grading technology, ensuring faster, more precise packing and higher-quality cherries.
A key initiative is ACVJ’s genetic improvement program, aimed at developing new cherry varieties that require fewer cold hours—a necessity as climate change disrupts traditional growing conditions.
Recently, the Protected Designation of Origin (PDO) Cereza del Jerte announced it will certify three new varieties (Van, Lapins, and Burlat) this season, adding 10,000–12,000 tonnes to production and extending the marketing window from April to August.
Competing on Quality, Not Price
As global competition intensifies, ACVJ is doubling down on quality and authenticity.
“We can’t compete on price, so we differentiate ourselves on flavor, sustainability, and tradition,” says Tierno. “We have a unique product grown in harmony with nature, sustaining an entire way of life. That’s a story worth telling—and one we’ll keep sharing.”
With favorable weather, strong demand, and a commitment to excellence, the 2025 Jerte Valley cherry campaign is poised to be one of the best in years—proving that patience, innovation, and tradition can yield sweet success.
