Natural Delights prepares for Ramadan demand for medjool dates

Natural Delights says it is gearing up for Ramadan by offering its 2- and 5-pound window boxes to meet the need during the brand’s highest sales period of the year.

This year’s holy celebration starts on March 10, but shoppers will be searching for Natural Delights products in late-February to prepare for the holiday, according to a news release.

"As Ramadan approaches, it becomes crucial to position our products prominently for shoppers by late February," David Baxter, director of marketing and business development at Natural Delights, said in the release. "Our mini pallets and full-sized pallets provide an ideal solution for showcasing our window boxes in a captivating manner, enticing shoppers to take notice."

Last Ramadan, average weekly Medjool date sales increased by 37% for the category, while Natural Delights average weekly sales increased by 47%, according to Circana data.

Each morning during Ramadan typically begins with a ritual of consuming three to five dates before sunrise, serving as a means to sustain essential energy levels throughout the fasting period, the release said, adding that breaking the daily fast with medjool dates is a customary practice.

Use of medjool dates extends beyond the morning and evening rituals, being featured in nightly feasts in main courses, sides and desserts. Consequently, Muslim shoppers are actively preparing to purchase large quantities of dates, both for personal consumption and as gifts for their family and friends, the release said.

“Medjool dates have been the center of our Ramadan table for as long as I can remember because we always break our fast by eating a date,” Heifa Odeh of FuFu in the Kitchen, said in the release. “Natural Delights has always been reliable in providing quality medjool dates for us to enjoy during the holy month of Ramadan, and I love that they are readily available in most stores.”