DJ Ryan, sales and operations manager for SunDate, noted that the company has experienced significant growth, with business increasing between 15-25 percent depending on the customer. He attributes this growth in part to shifting consumer habits. “There’s no question that dates are becoming a staple for younger consumers,” Ryan said. “I think that more exposure to dates year over year for the consumer has been a contributing factor. Also, since the quality is so good this season, when the consumer buys a package and has a great experience, they go back and buy another.”
SunDate has seen a strong export business in preparation for Ramadan, with most shipments now complete. “Now we’re seeing the domestic pull start to pick up,” Ryan said. However, despite the seasonal spike, he remains confident in the company’s ability to maintain supply. “Ramadan is a big part of our business, but certainly won’t clean us out supply-wise. We feel good about our position through the upcoming months and into October when new crop begins shipping.”
This year’s harvest conditions were particularly favorable, leading to a bumper crop with strong volume and excellent fruit quality. Ryan contrasted this year’s success with previous seasons that were impacted by poor weather, including a hurricane last year and excessive rain during harvest the year before. “This year we had perfect growing conditions and no rain to speak of from May up until about a week ago, actually. Nothing even in August, and consequently, the fruit is very nice.”
SunDate, a partnership between Chuchian Ranch and Anthony Vineyards, continues to expand its organic offerings, an area that has seen consistent growth. “Each season our organic volume increases. It’s been great,” Ryan said. He highlighted the contributions of Anthony Vineyards, which is well known for its organic produce portfolio and is the largest date grower in the Coachella Valley. “The bulk of their date gardens are farmed organically,” Ryan added, reinforcing the company’s commitment to sustainability and organic farming practices.
Beyond the international market, domestic demand for dates has also been increasing, particularly among health-conscious consumers. “We’ve built an industry that has a 365-day demand for dates,” Ryan said, emphasizing the growing recognition of dates as a versatile and nutritious fruit. SunDate has focused on expanding its market presence through innovations in packaging and retail strategies, including bagged dates and pitted varieties that cater to consumer convenience.
Retail partnerships are always a priority, particularly during the Ramadan season when demand peaks. The company has worked closely with retailers to ensure strong in-store placement of dates, utilizing merchandising strategies such as floor displays and promotional tools to drive sales. “We’re expanding our offerings in bags and clamshells and doing more displays and tools for promotion,” Ryan noted. These efforts align with broader trends in the fresh produce industry, where increased visibility and convenience packaging have been key factors in driving growth.
With a high-quality crop, increasing consumer awareness, and a well-positioned supply chain, SunDate is optimistic about the months ahead. The company’s vertically integrated structure allows it to maintain control over its production and distribution, ensuring consistency and reliability for both retail and export markets. “The vast majority of our fruit, virtually all of it is ours, so we can control everything,” Ryan explained.
This control is critical in maintaining the quality that SunDate’s customers expect, especially during high-demand periods such as Ramadan.
