( Photo courtesy Coachella, Calif.-based Sun Date )

Coachella, Calif.-based Sun Date is increasing the percentage of its product that is organic, said DJ Ryan, sales and operations manager.

More than half the company’s volume now is organically grown.

“More date gardens are transitioning to organic,” he said, as retailers recognize the value of organic products.

Sun Date has offered organic dates for 10 years, he said, but it takes a certain expertise to gauge the market.

“You want to be careful how you distribute it,” he said. “You don’t want to just dump a lot of organic onto the market that can’t accept it.”