DO Picota del Jerte respects tradition and the environment

Since the 17^th century, more than a hundred varieties of cherry have been grown in Extremadura’s Valle del Jerte but only five have been given the seal of the Protected Designation of Origin. “Our mission is to promote and certify cherries that meet quality standards,” said DO president Clara Vanessa Prieto. “The fundamental difference in our variety is that when the cherry is harvested, it loses its stalk. Another characteristic is that it is sweeter than other cherries.” Picota del Jerte cherries are harvested by hand and deposited in chestnut baskets following a philosophy of sustainability and respect for tradition and the area’s social, natural and economic environment. The main market is the UK, which accounts for 70% of exports, but the fruit is also highly appreciated in the UAE and Hong Kong.