Return of the ‘cherry Ferrari’ as the glamour fruit season begins

Glamour Cherries, the only cherries available worldwide during March and April, which are famed for their superior quality and expensive price, will be available again over the next four weeks. The brand which has been nicknamed ‘Red Gold’ for its high price tag, will return to supermarket shelves this month, following a further improvement in flavour that has led owner SAT Edoa to claim it now has the globe’s best-tasting cherries.

Harvested from high-tech glasshouses in Lleida, Spain, Glamour Cherries are unique in being the only cherries available anywhere in the world during the months of March and April, a full month before the first early-season imports from California. As they are only produced in small quantities using cutting-edge production methods, the cherries are famously expensive, their price having led some to dub them the ‘Red Ferrari’.

In fact, a 500 gram bamboo punnet of large-size Glamour Cherries, (size 34 Glamour Cherries transported by road) can cost between €85 and €125 during the eight-week season, leading the brand to be featured in upmarket department stores such as Harrods of London1.

According to SAT Edoa’s sales manager, Oscar Ortiz, this reputation for superior taste and quality has been gained by the company’s determination to continuously improve the already high standard of the product, leading to an important breakthrough last year. “Our agricultural research team has as its principal aim to improve quality year after year and last year, we achieved a major improvement in terms of fruit sugars and robustness,” explained Ortiz. “This year, we are certain we will continue to improve these areas, working so that Glamour Cherries, as well as being the only cherries available worldwide between March and April, are also the best in terms of taste.”

Seasonal outlook
Harvesting for the 2014 Glamour Cherries season began on 10 March at SAT Edoa’s glasshouse facility in north-eastern Spain and is due for completion by 27 April, with some 72,000 kilos of fruit expected to be available for the 2014 season.

The company’s total production area for Glamour Cherries currently covers 50,000m2, with an additional 10,000m2 of young plantations that are not due to enter into production for another two years.

“We are proud of the consolidation we have achieved over recent years for the project, business and brand of Glamour Cherries, as it has become established in each and every country in which we have clients,” said Ortiz. “We continue to work to consolidate the name of Glamour Cherries as the best in the world for their excellent taste and quality. Now is the time to remind consumers that Glamour Cherries’ moment has arrived.” he added.

For more information:
Steven Maxwell
Fresh Position
Tel: +44 7796 948491
Email: steven@freshposition.com
www.freshposition.com