Following a record-breaking 2024 holiday sales season, Natural Delights says it anticipates additional growth in 2025 and continued expansion of the medjool date category.
Seeking to build on this momentum, the Yuma, Ariz.-based company has expanded its leadership team with the addition of Sarah Duvall as business development manager overseeing the South Central region. With 19 years of industry experience and a deep expertise in merchandising, Duvall will support Natural Delights’ ongoing growth in this key market, according to a news release.
The company says Duvall’s extensive background in business development will allow the brand to respond to evolving consumer demands while providing exceptional service to retail partners.
“Sarah brings a wealth of knowledge and expertise that will help us further grow our presence in the South Central region,” said David Baxter, vice president of sales and marketing at Natural Delights. “Her proven track record in sales and merchandising will be invaluable as we continue to meet consumer demand for healthy snacks.”
Duvall’s arrival aligns with the company’s efforts to stay ahead of market trends, including a rise in consumer interest for organic medjool dates, which are gaining traction as a nutrient-dense snack that supports long-term wellness, the release said.
Organic date sales are growing at more than twice the rate of conventional dates, with year-over-year increases of more than 26%, says Natural Delights, citing Circana data for the 52 weeks ending Dec. 29, 2024. Natural Delights says it remains at the forefront of this growth, offering high-quality, organic dates that meet the ever-increasing demand for clean functional foods.
Natural Delights has introduced innovations to the date category, including Mini Medjools and Medjool Date Strips with Tajín.
Looking ahead to 2025 and beyond, the brand says it is dedicated to expanding the date category by meeting the increasing demand for gut-healthy, functional and indulgent products.
