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source of energy for anyone looking for a midday boost.”
Dates are loaded with fiber and potas- sium, which can help support recovery after a workout. In addition, dates are very sweet but are a low glycemic-index fruit, which means the sugars in dates don’t spike a person’s insulin levels, but rather provide sustained energy.
Dates can be cross-merchandised with many items because they can be used in so many ways. “One of the favorite date recipes is dates stuffed with goat cheese and wrapped in bacon,” notes Baxter. “Given goat cheese is also found near most produce sections, that would be a great option.” A popular item, he adds, is salad toppers, since dates are a natural addition to salads.
Bob Sickles, the owner of Sickles Market in Little Silver, NJ, confesses that although “dates are not a big thing for us,” Date Lady Date Syrup is an “up-and-coming” product. “I think as a natural sugar source, dates will become more popular here. I also think that in a state like California, they are an increas- ingly important item.”
Medjools are “always pretty popular,” adds Sickles, while Barhi “are coming on. Unripe dates on the stem are pretty cool; they are being used more and more as an accompani- ment to cheese.”
“The spectrum of who consumes them has broadened significantly since they can offer so many benefits to so many people — from fiber to sugar replacement to potassi- um to aid workout recovery.” — David Baxter, Bard Valley Medjool Growers
DATES FOR DATES
The changing seasons provide another solid opportunity for retailers to focus atten- tion squarely on dates.
As dates have become more popular, Baxter points out, “the spectrum of who consumes them has broadened significantly since they can offer so many benefits to so many people — from fiber to sugar replace- ment to potassium to aid workout recovery.” Traditionally, of course, the largest selling seasons have been Ramadan, Easter and the end-of-year holiday season.
“Traditionally, Medjool dates were looked at as a fall holiday treat,” notes Ben Anton- giovanni, president of Pure Palm Produce in Bakersfield, CA. “That is not the case anymore. The date category has exploded over the past few years, and retailers see good sales year-round.”
Some store managers still think of dates as a fall item, Antongiovanni has found. “So, it is important to promote regularly in all four quarters. Steady promotions remind the stores to keep dates prominently on display, and to help turn inventory.”
Executives at Pure Palm have found dates are strong movers all year long. “More and more consumers are snacking on dates during the day for sustained energy,” notes Anton- giovanni. “We are also seeing growth with the morning shake crowd. Dates are a great healthy-drink ingredient that fits into many of today’s top diets.”
Like so many others, he finds the best sales periods are in the fourth quarter, as well as Easter and Ramadan. “Ramadan starts early May this year and lasts for a month. We are currently gearing up for strong Easter/ Passover sales, with Ramadan coming on strong right after.”
In order to sell more dates, retailers should keep high-ring dates off the floor and out of the shadow boxes, says Antongiovanni. The quality and sizing of his own brand of Cali- fornia Medjool dates is “outstanding, and our packaging’s large viewing window shows off the excellent quality.”
To maximize sales and impulse buys, he says, dates need to be at eye level and visible. “We also recommend to retailers that they merchandise Medjool dates with date rolls, pitted dates and chopped dates to increase incremental rings.”
Dates are loaded with fiber, notes Anton- giovanni, “a great source of potassium and a good substitute for bananas. Many athletes and active consumers are eating dates before and during workouts for steady energy. They are also very helpful in recovery after a hard workout.”
Antongiovanni says dates should be displayed alongside the bananas or berries in the produce department. “We find retailers who build small secondary displays with the bananas or berries are very successful at moving volume.” pb
nSELLING GOOD-FOR-YOU
According to the California Date Commission and information from the Produce for Better Health Foundation, dates have many health benefits that marketers and retailers can reference when communicating with consumers:
• They are fat-free, cholesterol-free, sodium-free and a good source of fiber (1/4 cup provides 12% of the daily value for fiber). They are high in potassium and manganese, providing 8% and 6%, respectively, of the daily recommenda- tion in a 1/4 cup.
• Dates have antioxidant power. According to the USDA, dates are higher in polyphenols than any of the most commonly consumed fruits or vegeta- bles.
• Dates also have a natural balance of other minerals, including selenium, calcium, magnesium, zinc, copper and iron, which all work in harmony to lower blood pressure. pb
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