YUMA, AZ - The weeks surrounding Ramadan, which is a month-long Muslim tradition of daily fasting beginning on April 12 and ending on May 11, see some of the highest date sales of the year. Bard Valley Natural Delights’ products look to capture a slice of these sales, with the company reporting a retail sales volume spike of 57 percent during this period last year. As such, retailers are encouraged to begin building inventory of Bard Valley Date Growers’ (BVDG) Medjool Dates during this high-volume consumption period.
“April 1 is the ideal time for retailers to start merchandising, promoting, and marketing Medjool Dates to maximize sales for the Ramadan holiday,” explains Neil Merritt, Director of North American Sales. “Retailers can realize double-digit unit and dollar increases with our mini pallet and floor display shippers for all of our best selling items. It’s an ideal time to promote dates with displays in high traffic areas.”
Because Medjool dates are fresh, they are predominantly located in the produce section; however, they can easily be cross-merchandised in other departments to help drive incremental sales. A press release noted that the brand maintains a large share of date category sales at 42 percent of volume and 44 percent of dollars, according to a recent baseline and distribution study.
To help drive consumers to retail, Bard Valley is supporting key messaging points through targeted consumer programs utilizing influencers as brand partners and social media. This messaging will be based on the following information:
- Medjool Dates help break the fast during Ramadan and are common for giving as gifts during this time
- Dates are used as a quick source of energy, and the nutrients can help the body’s glucose levels quickly return to normal after a long day of fasting
- Sales reports from BVDG indicate that larger package sizes are preferred
“We will be posting new recipe ideas during Ramadan using a very popular influencer known for her Middle Eastern fusion food recipes and photography. This will help build awareness and promote Natural Delights Medjool Dates to shoppers during the holiday,” explained Merritt.
Buyers looking to maximize sales in the produce aisle would be remiss to pass up this fruitful opportunity. Keep reading ANUK as we continue to bring you the industry’s latest.
