YUMA, AZ - The opportunity to capture more shopper dollars in the produce department lies in wait as Bard Valley Natural Delights® prepares to kick off its annual Medjool date harvest. Ahead of the anticipated season, the brand has shared Information Resources, Inc. (IRI) data revealing how shoppers are gravitating to this top-dollar category and forecasting a promising year for the Natural Delights brand.
“We are committed to driving the Medjool date category forward through strategic sales and marketing efforts, and this data is a testament to that,” said David Baxter, Director of Marketing. “In a year that could have been detrimental to the category because of COVID, we’ve seen our marketing efforts not only drive dollar growth, but also significant consumer engagement on all of our online platforms.”
Natural Delights is currently in the middle of its harvest season, which will last through September, and is expecting excellent crop quality and yields, according to a press release. IRI data pulled on June 27, 2021, reflected 5.7 percent year over year (YOY) growth for the Medjool date category, with the Natural Delights brand up 6.4 percent, outpacing many competitors and driving growth for the category at large. Also noted in the release, fixed weight packaged products are up 7.5 percent YOY, and this trend is expected to continue as more shoppers prefer packaged products following COVID-19.
IRI data also highlighted a staggering 14.5 percent growth in organics, while Bard Valley Natural Delights' organic product growth hit 15 percent. To further its success in the category, the supplier continues to make investments in organic production by broadening its product lines to include both conventional and organic varieties as well as converting many of its groves to USDA Certified Organic.
“We’ve been meeting the needs of organic shoppers for several years now, so this data is encouraging as we continue to expand our product lines to include organic options,” Baxter added.
The Natural Delights brand is committed to engaging with shoppers and educating them about where their Medjool dates come from and the work that goes into growing them. To do so, the supplier has released a harvest video detailing its processes, which will be followed by a Raised on Sunshine Sweepstakes in September, giving consumers an inside look at Medjool dates’ journey from groves to grocery store shelves.
The date category is only going up from here, so tap into this growing demand by featuring the sweet delicacy in your produce department.
