Valle del Jerte, June 14, 2023.- The D.O.P Cereza del Jerte distributes kilos of pillory in Madrid this Wednesday 14 and Thursday 15 June to claim the good quality of the fruit that has been able to be saved, after the serious damage caused for the rains
During these two days, a van decorated with photographs of Valle del Jerte products travels through the streets of the center of the capital. On Wednesday, from 7 in the morning to 11 am, the vehicle circulated along Paseo de la Castellana, Velázquez street, Goya street, Alcalá street and Atocha street. At 11 a.m. and until 3 p.m., it will park on Calle Goya number 17 -near Plaza de Colón- so that citizens can taste the picotas. On Thursday, the action will take place in the morning: first thing in the morning the van will circulate along the same route as the day before, and from 11 a.m. to 3 p.m., it will offer pillories to citizens at the same point as the day before.
The objective is to highlight that, despite the "catastrophe" caused by the rains, the pillories that have been saved have a very good taste and appearance. In addition, the D.O.P, wants to retain its consumers and bring the product to new buyers. The action is carried out together with Soprodevaje, the Society for the Promotion and Development of Valle del Jerte.
Losses amount to more than 100 million
The pillory campaign has also been affected by the recent rains. However, "farmers will work hard when the rains stop to collect healthy fruit so that it can reach consumers," explains the president of the Protected Designation of Origin, José Antonio Tierno.
"The latest estimates put 30 million kilos of damaged cherries at 30 million, which means losses of approximately 105 million euros," Tierno points out.
In addition, the president of the D.O.P explains that "there is no progress" in the granting of the aid they are claiming and asks for "commitment" from the administrations.
Regulatory Council of the Protected Designation of Origin Cereza del Jerte:
The Cereza del Jerte Protected Designation of Origin Regulatory Council is an entity that works to promote and certify the origin and quality of protected products. Its main objectives are to disseminate the corporate image of the Cereza del Jerte Protected Designation of Origin, as well as to promote the cultivation and marketing of quality cherries.
Europa Press Communication: 91 359 26 00
Icíar Díaz iciardiaz@europapress.es
Susana Sedano susanasedano@europapress.es
Virginia Garcia virginiagarcia@europapress.es
D.O.P. Regulatory Council Jerte cherry: 927 47 11 01/03
Fátima López-Santamaría Nogales picota@cerezadeljerte.org
www.cerezadeljerte.org
