As the date industry continues to evolve, “Our Mini Medjools, Tajín-seasoned date strips, and pitted options cater to different consumer preferences and eating occasions,” she said. By offering a diverse range of products, Bard Valley is able to attract new consumers who may not have previously considered dates, while also providing more variety for their existing customers. This diversification is especially important in light of the company’s goal to increase household penetration, which Weber noted is currently just 9.4 percent. With such a large opportunity for growth, Bard Valley’s innovative product range is a crucial part of their strategy to make dates a staple in more households.
A particularly encouraging trend Weber referenced is the rise in organic date sales, which have seen significant growth in recent years. According to the latest data from Circana, organic date sales are up significantly. “We’re seeing encouraging trends, particularly the rise in organic date sales, which are up 16 percent year-over-year,” Weber said. This surge reflects a broader consumer shift toward healthier and organic food choices, a movement that continues to gain momentum across the food industry. Organic produce is no longer a niche market but has become a major driver of growth, and Bard Valley is well-positioned to benefit from this ongoing trend.
Bard Valley also recognizes the importance of collaboration within the produce industry. According to Weber, the company has seen great success with co-branded promotions that enhance visibility for dates and showcase their versatility. Partnerships with brands like California Walnuts and Suja Juice have proven mutually beneficial.
“These collaborations create opportunities for cross-merchandising and engaging consumers in new ways, which can help drive category growth,” Weber noted. By working with other leading brands in the industry, Bard Valley is able to reach broader audiences and explore new, creative ways to position dates as a versatile, healthy option for consumers. These partnerships enable the company to expand its influence within the market, while simultaneously offering added value to both their partners and end consumers.
Bard Valley has ambitious long-term goals centered on innovation, sustainability and global growth. The company is committed to growing its brand presence on a global scale while ensuring that sustainable returns are delivered to its growers. “We’re committed to bringing more people into the date category by continuing to innovate and adapt to changing consumer preferences,” Weber said. This means introducing new, on-trend products that keep the date category fresh and relevant for consumers. By staying ahead of consumer trends and constantly innovating, the company hopes to not only retain its current customer base but also attract new consumers who are seeking healthy, convenient food options.
Sustainability is also at the heart of Bard Valley’s vision for the future. The company is dedicated to implementing responsible farming practices that ensure the long-term health of the land and the communities that rely on it.
“We’re not just growing our business; we’re doing so responsibly,” said Weber. By leading with both innovation and sustainability, Bard Valley aims to support its partners in meeting the evolving needs of their shoppers while maintaining a commitment to environmental stewardship.
With a strong foundation in place, Bard Valley Natural Delights is poised for continued growth, both in terms of product innovation and market expansion, ensuring it remains a key player in the global date industry.
