Year-over-year sales volumes for Medjool Natural Delights dates increased 34% in 2011, according to the Bard Valley Medjool Date Growers Association.

Medjool’s date roll sales under the Natural Delights brand performed even better, posting a sales volume increase of more than 50% in 2011, according to a company news release. The date rolls are available in pistachio, almond and coconut varieties.

The association attributes the sales growth to increased distribution and a “greater velocity in existing points of distribution.” Dave Anderson, marketing director for the association, said in the release that digital advertising and in-store/consumer promotions helped boost sales.

Medjool also entered the waters of social media to increase public awareness of its products, launching a new Facebook page.