Medjool growers roll out UK promotion

With the strapline Medjool: The Perfect Date, the initiative is aiming to increase the profile of the variety. It focuses on its taste and health benefits, and encourages people to eat them more regularly - and not only at Christmas, the traditional season to eat dates in the UK.

The campaign shows Medjool dates in a number of everyday situations, including as a breakfast ingredient, accompaniment to a tea break, energy-giving sports snack or an after-dinner treat.

The activity began in October and will run until the end of the year, including in-store sampling of Medjools, retailer print and website advertising, as well as press and online advertising, public relations and social media.

It is being funded by The Date Growers Bureau, which represents growers of Medjool dates in Israel and is responsible for managing joint research and development in dates, including agricultural practices, water conservation, pest control (mainly through natural predators) and marketing. The Bureau represents several hundred growers in Israel, who are farming approximately 3,500 hectares of date trees around the Africa-Syria rift, from the Sea of Galilee in the North, through the Jordan valley and the Dead Sea to Eilat.

A spokesperson for the Date Growers Bureau said: “Our vision is to increase the supply of premium Medjools all over the world for health conscious people who want to enjoy their taste and health benefits. The UK is a key market for us because of its size and its retailers."

“The goal of our UK campaign is to increase awareness of Medjools and increase sampling and sales opportunities. To enable do this as effectively as possible we are working closely with our supply chain partners including importers and retailers, and on the media side, journalists and bloggers."

“We have had an extremely positive response to the campaign so far and hope to build on these foundations in seasons ahead.”

Medjools thrive in Israel, and growers export approximately 12,000 tonnes of the fruit every year. The climate varies between the different growing regions, but it is mostly very hot and dry – perfect for growing Medjools. The sweet water from the River Jordan in the north of the country and the slightly salty water in the southern areas of the Dead Sea and the Arava Desert also enhance the quality and flavour of Medjools grown in the country.

“Demand for Medjools is growing in markets around the world, so our growers are planting thousands of acres every year,” said the spokesperson. “The Medjool variety boasts all the health benefits commonly association with dates, including providing the body with natural energy, curbing cravings for sugar, maintaining blood pressure, regulating the digestive system and fighting arteriosclerosis and a number of cancers. It also tastes fantastic, with a great texture and caramel taste – which is why it’s known throughout the world as The King of Dates.”

For more information:
Yasmina Monteiro
email: [email protected]