Bard Valley launches Medjool Date Strips with Tajín

Keith Loria

October 28, 2024

tan Bard Valley Natural Delights is focused on making dates accessible to a broad audience, offering a variety of products that cater to different needs.

“Whether it’s whole dates for the traditionalists, pitted dates for convenience seekers, or our Mini Medjool Date Rolls and Medjool Date Strips for those looking for innovative, flavor-packed snacks, we make it easy for retailers to meet their customers’ preferences,” said Bridgette Weber, regional sales and trade marketing manager for the Yuma, AZ-based company. “The category is important for us because dates are more than just a snack—they’re a gateway to better eating habits and healthier lifestyles.”

An exciting development for Bard Valley in 2024 is the successful launch of its Medjool Date Strips with Tajín.

“This new product has attracted attention from a wider audience, bringing new consumers into the date category,” Weber said. “We’ve also seen a significant increase in demand for our organic Medjool dates, which has been a key growth area for us this year.”

As a grower owned co-op, Bard Valley focuses primarily on Medjool Dates while offering a few other varieties as a one stop shop for the date category needs.

“We have seen great category growth in date volume sales with growth around 10 percent vs. the previous year, while the date category has seen growth of 7 percent in volume,” Weber said. “It’s exciting that Bard Valley continues to outpace the overall category growth, and the date category itself is outperforming the broader dried fruit segment, highlighting the increasing consumer interest in dates.”

Success in the date category, she added, requires a commitment to quality and consistency.

“Customers need to trust that they’re getting a great product every time,” Weber said. “Innovation is also important—we need to keep things fresh for both retailers and consumers. Lastly, flexibility is key. We work closely with our retail partners to ensure we’re meeting their specific needs and adjusting as those needs evolve.”

The date category performed well last year, with total sales reaching $167.8 million, seeing a 10.5 percent increase from the previous year. Bard Valley saw even stronger sales growth at 15.8 percent, driven by effective merchandising, new product offerings and increased consumer awareness of the health benefits of dates.

“Household penetration also rose slightly to 9.7 percent,” Weber said. “As we look ahead, we’re excited about continuing this upward trend, especially as more consumers discover dates as a versatile snack, natural sweetener, and a great addition to their everyday diets. There’s plenty of room for future growth as the category continues to expand.”

The upcoming crop looks strong, with excellent quality and healthy yields, which is especially welcome after the storms that came into the area last year, which impacted production.

“We’re excited to be heading into the new season with strong product availability and a great crop that promises to meet growing demand,” Weber said.

Bard Valley works with a diverse range of retailers across the globe, from small independent grocers to large national chains.

“The key to strong partnerships is listening and being adaptable,” Weber said. “We tailor our approach based on each retailer’s shopper base and business goals, whether that’s through custom merchandising strategies, co-branded promotions, or offering products that meet their specific needs.”

The biggest opportunity for growth at the company lies in continuing to grow household penetration.

“There’s still a significant portion of consumers who haven’t tried dates yet, and bringing new people into the category is our primary focus,” Weber said. “Expanding awareness through social media trends, innovative new products and collaborations with retailers will be crucial to capturing that untapped market.”

Those at the company have worked closely with registered dietitians, retailers and social media influencers to highlight the many benefits of dates—whether it’s their natural sweetness, fiber content or versatility in recipes.

“We’ve also seen a rising interest in organic options as part of the broader shift toward healthier eating,” Weber said. “The rise of trends like date bark and using dates as a natural sweetener have certainly helped, but our consistent focus on education, awareness and engaging promotions has played a key role in expanding the category.”

Keith Loria

About Keith Loria |

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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