Oasis Dates is looking to expand the Medjool date category with the launch of its consumer brand, a seven-product lineup and a new marketing campaign aimed at increasing consumer awareness and retail demand.
The company showcased its new brand at the 2026 International Fresh Produce Association’s Global Produce & Floral Show in Orlando, Florida, following its official launch earlier in October.
Adam Cooper, CEO of Oasis Dates, joined The Packer to discuss the brand’s debut, opportunities for category growth and the company’s plans to reach new consumers.
“The date category has been on fire, but it’s been lacking leadership,” Cooper said. “Now is the time to really invest in a bigger presence in store.”
Cooper mentioned approximately 12% of households currently purchase dates, with the potential to reach 20%. To help drive that growth, the company introduced “Earth’s Most Versatile Fruit™,” a marketing campaign planned for fall 2026 across Instagram, TikTok, Pinterest and YouTube.
The company’s new lineup includes four core Medjool date offerings in conventional and organic, whole and pitted varieties, along with three additional products: Salted Caramel Date Boost + Energy, Cinnamon Oat Date Boost + Gut Health and Medjool Date Treat + Coconut.
“We really feel like consumers need to see it directly from where it’s grown, how it’s packed,” Cooper said, highlighting the company’s vertically integrated operations and emphasis on quality control.
Cooper has served as CEO since 2023 and previously was senior vice president of marketing at The Wonderful Company, working across brands including Wonderful Pistachios, Wonderful Halos mandarins and POM Wonderful.
Looking ahead, Oasis Dates plans additional retail merchandising initiatives, including a Super Bowl-themed promotion featuring serving ideas such as bacon-wrapped dates and dates on charcuterie boards. Cooper said the brand launch marks the beginning of Oasis Dates’ broader efforts to grow the category.
For product availability, visit the Oasis store locator.
