Atlas Produce's Robert Dobrzanski Discusses Date Growth and Trends
- by Melissa De Leon Chavez
BAKERSFIELD, CA - Everybody wants a date for the holidays. As demand for Medjool dates and date-related products continue to rise, retailers are looking for ways to differentiate themselves from their competitors, according to Atlas Produce & Distribution, Inc. Founder and industry veteran, Robert Dobrzanski. That is where Caramel Naturel comes into the picture with 100% Coachella, California-grown Medjool dates and value-added date products that will prepare your produce department for growth.
Aside from having founded and built his own produce business, which is going on 15 years strong, Robert has also worked with recognizable brands, such as SUN WORLD®, bringing more than 25 years of experience to the table.
With a lifetime of experience in Ag, stemming from his early years in Bakersfield, California, picking grapes in the summer, to his time studying Agricultural and Managerial Economics at the University of California at Davis, Robert gave me some insights on how the date industry has developed and trends have pushed retailers to fill orders earlier than previous years.
"Dates have been seeing an upward trajectory as consumers become more aware of the health benefits and look for better snacking options," Robert comments, and in response, his team has been steadily growing volume to match. Likewise, the company recently unveiled an eye-catching new look for its Caramel Naturel dates dubbed Fresh Energy™.
While many leaders and producers might look to branding arms and agencies, Robert tells me he was hands on throughout the entire design process of the colorful new look.
"Our main objective with the new updated label was to draw more attention and sales to our product line that will help retailers to maximize sales and get repeat customers because of our high-quality fruit," Robert explains. "We wanted something that would stand out while still conveying all the benefits of FRESH ENERGY Medjool dates to all consumers."
The labels stand out in the produce section of the retailers' shelf and draw in consumers, and likewise hit all the marks for what experts like Nielsen say consumers seek, including:
- California Grown
- Vegan and Gluten-Free
With jumbo-sized fruit to offer, and the date market poised for increasing growth, Atlas has been preparing its program to answer retail needs for holiday supply as early as June.
“We are confident that our newly-revamped Fresh Energy™, our supply and our experience in dates will help not only capture that initial ring at the register, but bring shoppers back for more,” Robert tells me.
For those looking to remain ahead of the curve as consumer demands continue to shape and change our industry, connect with the Atlas Produce team here.