SAT Edoa has begun harvesting cherries in Spain under its Glamour label for March and April exports to retailers in the United Kingdom and elsewhere.
The brand has a reputation for high prices that’s prompted nicknames such as Red Gold. A 500-gram bamboo punnet of size 34 Glamour cherries can cost 85 to 125 euros — the rough equivalent of $118 to $174 — during the eight-week season. It’s been offered in high-end department stores like Harrods of London, according to a news release.
Harvesting began March 10 at SAT Edoa’s greenhouse facility in Lleida, Spain and is expected to continue through April 27, yielding 72,000 kilos of the cherries.
The production area covers 50,000 square meters; another 10,000 square meters are scheduled to come into production in two years.
The United Kingdom, Russia, Dubai and Qatar are the main export markets for Glamour cherries, which arrive ahead of the earliest California imports. The company seeks to establish export business with Canada and Singapore.
Flavor has contributed as much as price to the fruit’s reputation, SAT Edoa sales manager Oscar Ortiz said in the release.
“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,” he said. “We are…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.”