At Direct Source International (DSI), the focus is on grapes and citrus, but the company is not limited to that. "We are true citrus and grape specialists, but we know we can bring new specialties to the market. For instance, we now carry kiwis year-round and are also focusing on expanding our date range," says Geke van der Ven, marketing manager at DSI.
"For more than 10 years, we have actively carried Mazafati dates under our own brand, Dulcissima. In recent years, we have seen increasing growth in this category, which is why we have been gradually expanding the date range under our Dulcissima brand for the past two years. The growing demand for dates and long-standing relationships in Namibia and Morocco create a win-win situation. By adding the high-quality Medjool dates to our range, alongside the already familiar Mazafati dates, we now offer two varieties of dates year-round. This, combined with our extensive date knowledge and strong relationships with reliable suppliers, has helped DSI grow into a date specialist," Geke continues.
Four varieties under Dulcissima brand within months
"The Medjool requires a specific storage method, and with the distribution of Moroccan dates in the European season and Namibian dates in the overseas season, we can guarantee a constant supply and quality. Last year, we started with the Moroccan supply, and we soon saw an upward trend," says Aissam Bennahou, product manager at DSI. When asked whether he foresees further expansion in the date range, Aissam replies, "Definitely! We will start offering four different date varieties under the Dulcissima brand in various packaging within the next few months."
"The Dulcissima brand stands for a carefully selected product with distinctive taste and excellent quality, as well as fair and sustainable cultivation methods. All date varieties under the Dulcissima brand naturally comply with GlobalGAP and social certifications. All of this means plenty of enjoyment of Dulcissima dates for consumers," Geke adds.
Enjoying fresh and healthy fruit
DSI currently markets the bulk of its dates to Dutch supermarket chains, for which it has developed special international retail packaging. "But we see that the date market is developing for multiple buyer groups, and we have contacts with retailers across Europe," says Aissam. "For example, the Mazafati date is ideal for combinations in smoothies and dishes, while the Medjool date is positioned more as a premium treat. The great thing is that with the different varieties, we can offer all buyer groups, with different budgets, a date according to their preference."
"There are two major drivers behind the growing date consumption: the increase in population growth in various cultures, as well as the health aspect of dates, with their natural sugars as a source of energy. This is playing into the hands of consumption," Geke continues. As a result, there is a wider group of buyers who have come to appreciate dates—not just during the Ramadan period, but year-round. About 60% of date sales are from the AGF shelf, where we have significant knowledge and a logistics line with our grape and citrus offerings. In addition, there are plenty of opportunities for wholesalers through regular trading. More than 10% of date sales come from international kitchens, and there is still room for turnover growth there too.
Recognisability for consumers
The Mazafati dates are available in 500-gram packs as standard, just like the Medjool dates. This variant will soon be expanded with a one-kilogram pack and a 5-kilogram box for wholesalers. "Dulcissima is a recognizable brand that we carry as DSI. By additionally entering the market with varying varieties and packaging under one banner, we will quickly increase the recognizability of our dates," Geke concludes.
For more information:
Geke van der Ven / Aissam Bennahou
Direct Source International
Keizersdijk 28
3291 CE Strijen
Tel: +31 (0) 786 74 91 91
[email protected] / [email protected]
www.dulcissima.nl/