Ideal date harvest meets growing demand

The date industry is in the midst of a transformative period, driven by consumer demand for healthy, natural products, a focus on innovation and a commitment to sustainability. Leading companies are setting the stage for continued growth. Across the board, these organizations are leveraging their expertise, adapting to market trends and preparing for a promising future.

One of the most significant trends reshaping the date industry is the surge in consumer demand, particularly among younger, health-conscious buyers. Driven by their health benefits and versatility, dates are now becoming a trendy snack for consumers.

“Fifteen years ago, it was a generation that knew about dates,” said Hope Barbee, vice president of sales at Double Date Packing. “Now, we’re trending younger; the average age is 24-40.” This shift is being actively targeted by companies, with the California Date Commission taking a leading role in driving interest among this demographic.

SunDate, another major player in the industry, has capitalized on this growing demand. “We’ve built an industry that has a 365-day demand for dates,” said DJ Ryan, the company’s sales and operations manager. The steady growth of the date market is evident in both domestic and international sales, with some retailers seeing over 20 percent growth. This trend is expected to continue as consumers increasingly recognize the health benefits of dates, including their high fiber content, antioxidants and low glycemic index.

The California Date Commission has also been instrumental in promoting the health benefits of dates. “Dates are a nutrient-dense, heart-healthy fruit,” said Kristy Kneiding, manager of the California Date Commission. By raising awareness of the nutritional value of dates, the commission aims to expand their market appeal, ensuring that dates become a pantry staple for a broader audience.

This year’s growing conditions have been near-perfect across date-growing regions, giving producers an optimistic outlook for the upcoming harvest. Ryan highlighted the importance of the hot, dry weather for date production, “The weather has been perfect, we’ve had one of the hottest summers on record here, which is exactly what dates need.” Similarly, Bard Valley Natural Delights’ Bridgette Weber shared that the weather in the Bard Valley region has been on their side, providing the long, hot days necessary to produce high-quality dates. These favorable conditions have led to strong yields and superior quality across the board.

The Coachella Valley also offers an ideal combination of heat and soil conditions, contributing to the region’s reputation for producing top-tier dates. According to Gordon Chuchian, CEO of SunDate and chairman of the California Date Commission, the local workforce, which has honed its skills over generations, also plays a key role in maintaining the industry’s high standards. “We work hard to make sure California dates are of the highest quality and the best in the marketplace,” Chuchian said.

Quality control remains a top priority for all major players in the industry, with many adopting vertically integrated models that allow them to oversee every aspect of production. “We are the grower, so we have control over the fruit in the trees, to the harvesting, to the packing, to the shipping,” said Barbee. This level of control ensures that companies can maintain consistent quality, which is critical for building consumer trust and meeting growing demand.

As the date industry continues to grow, producers are focused on meeting rising demand while staying true to their core values. The California Date Commission is playing a crucial role in supporting this growth, promoting the health benefits of dates and elevating their profile through initiatives like National California Date Month.

With strong harvests expected for 2025 and consumer interest in healthy, organic products at an all-time high, the date industry is well-positioned for continued success. Companies like SunDate, Bard Valley Natural Delights and Double Date Packing are leading the charge, each with their unique strengths and innovative approaches. As the market for dates expands, these companies are poised to capitalize on new opportunities, ensuring that dates remain a staple in households around the world.