In the Middle East, dates have been grown for centuries and as the Middle Eastern population has expanded globally, dates have become known across the globe. In the U.S. however, they are a relatively new product. It wasn't until about 40 to 50 years ago that a few growers in the Bard Valley region started growing dates. The region is situated on the border of the Coachella Valley in California, Yuma in Arizona, as well as Mexico and a unique micro-climate creates the perfect conditions to grow Medjool dates. "Having supply from three different growing regions makes us unique and allows for stable production levels and inventory," says Hector Altamira, CEO of Natural Delights. The company is a cooperative that has been growing dates commercially over the past 20 years, working with 14 different growers.
"In addition to the micro-climate, we are unique from other date suppliers in the sense that we perform a two-step process after harvest," Altamira said. After harvest, the dates are sorted, based on moisture level. All dates with the same moisture level are grouped together before they are graded and packed. "It results in offering a more uniform product and allows us to secure better quality pack outs." Minimizing the amount of variability and ensuring a higher consistency in terms of moisture level leads to a better shelf-life.
© Bard Valley Date Growers
Global exports
For proximity reasons and because the U.S. has such a large consumer base, the U.S. market makes up the majority of Natural Delights' sales. However, a significant amount of volume is also shipped abroad to Canada and other international markets. "Outside the U.S., dates are better known as a produce item and consumers are used to seeing them at different outlets," Altamira shared. Not just in retail stores, but also at farmers' markets. They are very popular in Canada, Australia and European markets and as a result, Natural Delights has a large market share in several regions outside the U.S. "In these countries, we work with distributors to get our products into retail stores, but we also work directly with retailers on promoting the brand and products."
U.S. consumption is catching up
On a positive note, U.S. date consumption is catching up with the rest of the world as consumers are becoming increasingly aware of the benefits they offer. "Dates are very versatile as they are healthy, convenient, and have a long shelf-life." Outside the U.S, the benefits have been known for much longer, but the gap in consumption between U.S. consumers and populations around the globe is narrowing. With knowledge around dates improving, they can increasingly be found in mainstream areas of grocery stores. Natural Delights' growers have recognized the potential of dates becoming a more mainstream household item. As a result, they've expanded acreage and slowly but surely date production is able to meet consumer demand. On the sales and marketing side, Natural Delights partners with retailers by working on merchandising opportunities with them. "We coordinate directly with their marketing teams and promote date products that may otherwise not have been top of mind for our retail customers. Our focus is on taking work out of the retailers' hands by supporting them with a successful marketing program and bringing date consumers into their stores." Merchandising solutions include banana racks, Medjool date shippers, and display racks.
© Bard Valley Date Growers
Left: Hector Altamira
New product development
Natural Delights specializes in Medjool dates and is facing stiff competition from Medjool date growers in the Middle East. "We've differentiated by consistently delivering a high-quality date and that's what retailers and consumers have come to know us for," shared Altamira. The company has even started partnering with a few Middle Eastern countries to bring other varieties of dates to the U.S. "It allows us to present consumers with an additional offering, and we become a one-stop-shop for dates," Altamira mentioned. Another way to stand out from the competition is through new product development. The company has been playing around with different flavors and the most recent launch, nationally and internationally, are Medjool date strips with Tajin. "Sweet dates in combination with a Tajín chili lime seasoning create a sweet and spicy flavor combination." In addition, Mini Medjools in different flavors are very popular and so are pitted Medjools, one of the top-selling items. "We understand that consumers have a preference for pitted products, and we've grown our pitting capacity as a result. We try to understand the consumer's needs and develop products based on their demand."
© Bard Valley Date Growers
Medjool date strips with Tajin chili lime seasoning.
Consumers, both domestic and international, have also been increasingly asking for organic date products. "In response to their preference, we've been pushing organic production on our end. More acreage has been converted into organic and we're looking into becoming regenerative organic certified," shared Altamira. "Some of our growers already went through the certification process and it's our goal for most of our organic production to become regenerative organic as we believe demand for organic dates will continue to grow. Having this certification will allow us to stay one step ahead and prepare for the future."
Medjool dates are sold year-round, but experience two peak sales times: Ramadan and the Thanksgiving holidays in the U.S. and Canada. Ramadan moves up 10 days every year and as a result, the peak sales window is starting to become more compressed. "For us, it is now almost one huge peak season from early fall until early spring." While it is hard to isolate Ramadan-specific numbers, Natural Delights anticipates shipping five to seven million pounds of dates globally in the months leading up to the celebrations. Whole Medjool dates remain the top choice as they are used to break the fast. Larger-size packages are especially popular, providing enough dates for families to stock up and share throughout the holy month. Outside the peak months, the Natural Delights team has been able to develop enough business to stay busy year-round.
Interested in meeting up with the Natural Delights team in person? Visit them at IFPA's Global Show in Anaheim next week, booth #1825.
For more information:
Hector Altamira
Bard Valley Natural Delights
[email protected]
www.naturaldelights.com
