Natural Delights® to Debut Refreshed Brand at IFPA; David Baxter Details

YUMA, AZ - Natural Delights® continues to cater to its loyal fan base while drawing more consumers to the date category through creative marketing, on-trend offerings, and a portfolio that delivers on quality and flavor. The date maven is accelerating this mission in the lead-up to the IFPA Global Produce & Floral Show, bringing some exciting updates attendees won’t want to miss.

“Natural Delights is continuing to drive demand for the date category,” shares David Baxter, Chief Executive Officer. “As the number one date brand in the country, we take that leadership position seriously, and we continue to invest in the marketing, PR, and consumer programs that help increase awareness, consumption, and ultimately sales of dates.”

Attendees have some fun things to expect from the Natural Delights booth this year, including the debut of a revamped brand. The brand’s new look and feel builds on the family roots and quality that shoppers have trusted from day one, while positioning Natural Delights for the next generation of date consumers.

“Shoppers have more choices than ever, which makes earning their attention and trust increasingly important,” David shares. “For us, the answer isn’t chasing every new trend. It’s staying focused on what shoppers value most: quality, consistency, and a brand they recognize and trust.”

This brand refresh comes at a time when the date category is positioned for tremendous growth, David tells me.

“That’s why our programs are designed not only to support the Natural Delights brand, but to continue educating consumers, inspiring new usage occasions, and creating demand for the broader category,” he adds. “By pairing a strong product experience with merchandising and sustained marketing and PR support, we can help retailers build repeat purchase and long-term category growth.”

While dates are continuing to grow in popularity, the Natural Delights team recognizes that long-term category growth depends on delivering a consistently high-quality product every time a shopper picks up a package.

“Everything we do starts with the shopper. That commitment to quality and consistency has been at the heart of Natural Delights from the beginning, and it has also helped us build something incredibly valuable over the past decade: trust,” says David. “We’ve developed long-standing relationships with top media, influencers, and other consumer voices who consistently support the brand because they know the product delivers. That combination of best-in-class product and sustained consumer influence allows us to keep bringing new shoppers into the category while giving existing consumers more reasons to come back.”

At booth #1535, attendees will get an early look at the brand’s new look and feel, which is designed to connect with the same shoppers who have loved Natural Delights and its family roots from the very beginning.

Couple that with fun samples, swag, and a few more surprises along the way, and you have a booth you certainly won’t want to miss at this year’s Global Produce & Floral Show!