The Los Antiguos cherry is preparing to begin a new chapter. After years of work to obtain its Designation of Origin and a subsequent process to validate and adjust the management system that will allow its implementation, the first boxes that meet the established requirements will be able to reach the market identified under this designation. For Aníbal Caminiti, manager of the Argentine Chamber of Integrated Cherry Producers (CAPCI), this is a milestone that goes beyond the certification of a production site.

“The Designation of Origin is a tool that allows for the reliable accreditation of certain characteristics,” he explained. In this case, the goal is not only to demonstrate the origin of a fruit with particular attributes, but also to recognize the cultural background and production history behind the cherries of Los Antiguos.

This aspect is precisely one of the elements that differentiates the Protected Designation of Origin (PDO) from a simple geographical identification. Decades of production, a consolidated territorial identity, and the unique characteristics of Southern Patagonia are part of the value that is now being projected to consumers.

But, having achieved this recognition, perhaps one of the most significant challenges begins: how to commercially capitalize on this new identity and transform this recognition into a tool for differentiation and positioning in international markets.

“Quality cherries are now a prerequisite for participating in the markets,” Caminiti pointed out. However, he cautioned that Argentina’s strategy—and particularly that of Los Antiguos—is not about competing in large volumes, but rather about competing by highlighting its unique characteristics.

In this context, the Protected Designation of Origin (PDO) emerges as a tool for reaching markets and consumers who value the identity and unique characteristics of a food product linked to its territory.

The initial strategy will focus on specific European markets, where PDOs are part of a consumer culture and where there is a public accustomed to recognizing and valuing these types of products. The next stage will include meetings with European distributors at Fruit Attraction, an opportunity to begin coordinating future promotional and positioning activities for the PDO, allowing this cherry to gain visibility and recognition.

We invite you to read the full interview in Spanish.