One hundred days of 100-degree temperatures produce the highest quality Medjool dates, and that time has arrived as Bard Valley Natural Delights launches its date season. Shoppers love the sweet, caramel-honey flavor and exceptional quality. They also support the organization’s concern over their environmental impact and ability to employ thousands with local jobs both during the harvest season and throughout the year.

“The date harvest is about so much more than dates,” said David Baxter, Bard Valley’s brand manager. “Our growers are proud of the quality fruit they produce, but, more importantly, they are proud to be able to provide so many jobs, especially during a time when jobs are scarce.”

Bard Valley’s dedicated team handles the Medjool Dates with care — over 30 million pounds, which is anticipated for this year’s production. The date palms are harvested using proprietary equipment, including large platforms raised by boom lifts. The dates are sent to their grower-owned facility where the strictest standards are implemented so only dates with the highest-quality size, flavor and texture are selected to ship to customers worldwide.

“The date category is unique because dates are fresh and predominately located in the produce section,” said Baxter. “Dates are so versatile they can be eaten right out of the container or as a recipe ingredient substituting refined sugars while enhancing the flavor. There was a time when dates were mostly purchased as a holiday treat, but now consumers are using them every day in smoothies, snacks, recipes and for pre- and post-workouts. It‘s the perfect item to cross merchandise with other sections and products at retail because of its many uses.”

The date category continues to grow with Q2 2020 sales increasing 8.1 percent with nearly $31 million in sales for 13-weeks ending June 28. A recent Date Shopper Segmentation study further showed that the most ardent date shoppers spend nearly $40 per year on date purchases. Bard Valley expects these numbers to continue to expand as it launches a new line of premium Dark Chocolate Covered Medjool Dates with Sea Salt, which will encourage new trial usage.

“We are excited about our new season,” Baxter said. “In addition to employing thousands of people in order to ship the best Medjool Dates, we have replaced our packaging and are now using recycled green tubs made from 100 percent post-consumer recycled material. We also implement water conservation and sustainable energy to reduce our environmental impact.”