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Valle del Jerte, March 2, 2022.- The Picota del Jerte with Denomination of Origin is different from the rest of the cherries in the world. For this reason, it is a product that must be invested in and must be valued and cared for. This is the main conclusion of the XII Technical Conferences organized by the Regulatory Council of the Protected Designation of Origin Cereza del Jerte and which took place this past Wednesday, March 1 in Cáceres.

The president of the Protected Designation of Origin Cereza del Jerte, Clara Prieto, has highlighted that the XII Technical Conferences have closed in a "very satisfactory" manner, both due to the debate that arose between the experts and the influx of public, which has exceeded the 170 people.

Among the main points discussed are the challenges that the sector has to face. One of the most important is "getting the final consumer to know that the pillory is not available all season, but only grows during a certain time." In addition, it is a fruit that develops in the land delimited by the geographical demarcation, so production is limited and cannot be expanded. These factors, as explained by Prieto, "provide added value to the product, which has superior quality and a different flavour".

Another of the main challenges facing the D.O.P Cereza del Jerte is the generational change, which "is not guaranteed". To deal with it, as the president has concluded, "young people need to realize that Jerte Cherry is a product from which you can live, but for this you need to work on it and take care of it in the long term."

As a conclusion of the XII Technical Conference, it is extracted that the Picotas del Jerte are a "special and limited" product. For this reason, the Denomination of Origin focuses its efforts on making this added value known to the final consumer: "We are on the right track, but there is still work to do", concluded the president of the Cereza del Jerte Protected Denomination of Origin, Clara Prieto.

XII Technical Conference of the Picota del Jerte

The XII Picota del Jerte Technical Conference was inaugurated by the General Director of Agriculture and Livestock of the Junta de Extremadura, Mr. Antonio Cabezas. From that moment on, various presentations and a round table took place where the current situation of the Jerte Cherries was discussed, as well as its future prospects. Experts from different fields within the agri-food sector participated in the debates.

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.

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