A cereja no topo do bolo
Já aqui falamos das pepitas de ouro vermelho que brotam por estas bandas e que se tornaram na imagem de marca do concelho do Fundão.
E muito bem, diga-se, soube o Fundão fazer uso do fruto para se auto promover e, claro está, promover toda a região. Se há município que sabe fazer uso de uma marca é o Fundão. Neste momento a Cereja do Fundão não é apenas um fruto, é uma marca, e com elas têm nascido outras marcas transformadas em produtos que começam a conquistar o seu lugar no mercado.
Aliás, já há quem invista em terras no Fundão, devido ao valor atribuído ao fruto e ao que se tem conquistado em torno deste fruto.
A Cereja do Fundão está presente em produtos como os gelados da Santini, em gins, no Louge VIP da Transportadora Aérea Portuguesa, em bombons e até mesmo na Pastelaria, onde encontramos, por exemplo o pastel de nata de Cereja do Fundão, criado pelo chef João Paulo Carvalho, da Escola de Hotelaria e Turismo do Fundão. As suas pretensões passam por se tornar numa marca nacional e ser reconhecido além-fronteiras.
Com esta criação junta-se o melhor de dois mundos com assinatura portuguesa: o pastel de natas e a cereja do Fundão, e pode ser degustado em algumas pastelarias da região.
A receita original, no ano passado, vendeu entre 10 a 15 mil unidades só na Festa da Cereja em Alcongosta! Mas a revolução da cereja não passa apenas pela área alimentar, foi apresentado, já este ano, o sabonete de Cereja do Fundão, com assinatura da Quinta da Porta.
A cereja assume contornos de tesouro no Fundão, assumindo um papel vital para a economia do concelho, afinal esta região colhe cerca de seis mil toneladas deste fruto por ano, o que faz com que o Fundão, por si só, seja responsável por metade de toda a produção nacional. No ano passado a venda da cereja deixou, no concelho, mais de 12 milhões de euros, o que é revelador da importância que este fruto representa para a população da região.
E se Portugal está a ganhar terreno além-fronteiras, fazendo frente a países como Espanha ou a Turquia, os maiores produtores deste fruto da europa, não é pela quantidade, mas sim pela qualidade, o que só vem demonstrar que não precisamos ter muitos para sermos bons, aliás já há uns 500 anos atrás nos tínhamos dado conta disso…e mais, somos dos primeiros países a colher cereja em todo o hemisfério norte, e isso paga-se, e paga-se bem!
No ano passado em Helsínquia, capital da fresca Finlândia, a cereja do Fundão chegou a vender-se a 53euros o quilo!
Debaixo de olho está a conquista de terras de sua majestade juntamente com alguns países de norte, assim como o médio oriente, mas o alvo mais apetecido é o Japão e nós sabemos que este fruto é de pôr os olhos em bico, e por isso já está em curso um processo de certificação para entrar neste mercado ao estilo samurai!
O município começou com esta demanda da promoção da Cereja em 2004 e passados 10 anos o fruto gerou frutos e é exemplo de como bem gerir uma imagem, neste caso a da cereja. A receita? Pegamos num bom produto, que já era apreciado, com qualidade, juntamos uma mão cheia de determinação e marketing, adicionam-se campanhas aguerridas, mistura-se com bons parceiros, como a Vodafone ou a TAP, leva-se ao forno por uns tempinhos para cozinhar e, pronto, sai um delicioso bolo à base de sucesso, no topo do bolo? A cereja claro!
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