This delicious fruit is grown in the Ribera del Xúquer Valley (Xúquer river valley) near Valencia in Spain. They have a sweet, delicate flavour similar to a peach or a mango and are only available for a short period of time; from mid-October (just in time for Halloween) until January.
The variety currently grown in the area is called Rojo Brillante (Bright Red). This does not reflect the colour of the flesh, which is actually bright orange and can sometimes be speckled with natural sugar freckles. These appear as the fruit ripens and indicate extra sweetness, just like a banana.
“Rojo Brillante” grown in the Ribera del Xúquer is larger and longer than other varieties such as the small, squat Sharon fruit. The fruit, which is an indigenous variety to the region, was first discovered growing in Valencia more than 50 years ago and is thought to have developed naturally from the conventional persimmon varieties that were introduced into eastern Spain.
Did you know?
Persimon® is the registered trademark used to identify the Rojo Brillante variety of persimmon (with two m’s), grown in the Ribera del Xúquer region and characterised for its firm flesh and lack of astringency (the sharp taste of unripe fruit).
Only persimmon bearing this Persimon® trademark is certified and protected by the Denomination of Origin Ribera de Xúquer. This quality seal is the only one existing in the world for a persimmon fruit variety and is recognised by the European Union.
A Regulatory Council was set-up in 1998 to oversee the production, quality, flavour, appearance and packaging of the persimmon grown and certified in the Ribera del Xúquer area. The Council runs a strict and efficient control system to ensure the persimmon in this region is grown to the highest possible standards, and that all its grower members comply with international regulations.
The rigorous checks to gain the sought-after P.D.O. status ensure that each fruit available on our supermarket shelves with this Persimon® registered trademark is guaranteed to be nothing but the very best.