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SunDate poised for holiday promotions

By
Adam Campbell

SunDate, a distinguished player in the global date industry, has successfully positioned itself as a leading producer and processor of premium dates since its inception. Founded in 1977, the company has emerged as one of the largest suppliers of Medjool and Deglet Noor dates worldwide. The company’s commitment to quality and sustainability has earned it widespread recognition, establishing it as a trusted partner for retailers and consumers alike.

DJ Ryan, sales and operations manager for SunDate, provided insight into changing consumer preferences, stating, “We were seeing demand shifting away from some of the clamshells to resealable bags — gusseted or stand-up bags. We offer those in several different sizes in both organic and conventional varieties.” His observations underscore the company’s adaptability, showcasing a commitment to providing diverse packaging options.

A key aspect of SunDate’s identity is its dedication to quality. “We’re a direct-to-grower supplier so we’re vertically integrated, bottom to top,” said Ryan. “The first step for promotion for us is always offering the best value for the best quality.” This commitment to quality control from cultivation to distribution is a testament to SunDate’s success.

Ryan emphasized holiday promotions, saying that doing something special around the Western holidays — from Thanksgiving to Christmas — is generally a useful strategy for dates, citing “significant opportunities” to promote dates through Christmas. “However, I believe the biggest promotion period is still Ramadan,” he said.

SunDate’s dedication to supporting retail partners is also a key theme. “We’re always looking to help the retailer feature our product, whether on the shelf or through a free-standing display, and so on,” Ryan noted. “We provide options that are packed and ready to go, making it convenient for retailers to bring in and place wherever they need.

“But really,” he continued, “our focus is always on featuring the product — dates — front-and-center. Whether organic or conventional, regardless of the graphics on the display, we want people to see quality product above all else.”

Over its 40-year journey, the company has dedicated itself to providing premium date products to a global market, solidifying its position as a leading producer and processor in the industry. From retail and bulk packaged dates to date ingredients such as date paste, diced dates and chopped dates, the company ensures that its offerings meet the varied needs of customers across the globe.

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