Natural Delights approaches Ramadan with omnichannel marketing

Medjool date shipper, Bard Valley Natural Delights is preparing to support the increased demand for dates during Ramadan. As a staple in the diets of those observing the holy month, dates are traditionally consumed at both Suhoor (pre-dawn meal) and Iftar (evening meal). To accommodate this seasonal spike in demand, the company collaborates with retailers and engages consumers through targeted marketing campaigns and culturally relevant promotions.

Bridgette Weber, sales and marketing manager for Bard Valley Natural Delights, highlighted the significance of dates during Ramadan. “During Ramadan, it is customary for Muslims to eat 2-3 dates before sunrise for quick energy and to break their fast with the same amount at sundown. Dates are also commonly incorporated into the Iftar meal. As a result, date consumption significantly increases among Muslim consumers during this time,” she said.

To ensure that shoppers have access to the quantities they need, the company prioritizes the availability of its larger box sizes, including 2-,5- and 11-pound options. These sizes cater not only to personal consumption but also to the cultural tradition of gifting dates to family and friends during Ramadan. “Gifting is an important tradition in the Muslim faith, symbolizing fellowship and prosperity, so our beautifully designed red boxes with a window lid offer a visually appealing way to share the holy Medjool date fruit,” Weber said.

Retail partnerships are a key component of Bard Valley’s Ramadan strategy. The company works closely with retailers to ensure high-visibility placement of dates in produce sections during the peak shopping period. “We collaborate with our retail partners to provide full-size and mini-pallet product displays, as well as merchandising display bins. This ensures that dates are prominently featured in the produce aisle when Muslim shoppers need them most,” Weber noted.

Marketing efforts also play a role in keeping Natural Delights top of mind for consumers during Ramadan. The company deploys an omnichannel approach, leveraging digital ads, in-store promotions, influencer partnerships and consumer media. “With strong brand affinity among shoppers, our primary focus is to communicate when and where our larger box sizes are available during this peak shopping period,” said Weber. Additionally, the company shares recipe inspiration for Iftar meals, encouraging shoppers to incorporate Medjool dates into their Ramadan traditions.

Consumer education is another priority for Bard Valley. The company partners with Muslim influencers to share traditional recipes, fasting experiences and cultural insights. “We collaborate with Muslim influencers from diverse backgrounds to educate and inspire consumers on how to incorporate Medjool dates throughout fasting and celebration during Ramadan,” said Weber, who noted that nutrition is also a focus, with registered dietitians providing expert insights on the role of Medjool dates in hydration and energy support during fasting.

Beyond the U.S. market, the company is also engaged in global Ramadan promotions. “The Southeast Asian market excels at promoting Natural Delights products during Ramadan with elaborate in-store displays. Many feature large palm trees to highlight traditional growing practices, while others incorporate intricate casings adorned with lanterns and crescent moons — symbols deeply tied to the holiday,” Weber said. These culturally resonant marketing strategies enhance the shopping experience and celebrate the traditions of Ramadan.

Sustainability remains an ongoing commitment for Bard Valley, aligning with the values of giving and mindfulness that are central to Ramadan. The company emphasizes its growers’ shared vision of prioritizing quality, sustainability, and care for both the environment and the product. “There is a strong sense of community among the palmeros in Bard Valley, who take great pride in their work and in sharing their harvest with others, reflecting the spirit of generosity and mindfulness central to Ramadan,” Weber said.