Joolies creating sustainable traditions

(Photo courtesy Joolies Dates LLC)

Ramadan, the Muslim holy month, is a crucial time of year for the date industry, and that goes for Joolies LLC

The Coachella, Calif.-based company specializes in organic medjool dates, growing them on a 500-acre-sized ranch with over 25,000 date palm trees, according to 

Sustainable packaging of those dates is a key component of Joolies’ business model, says Mark Masten, CEO.

“Joolies’ packaging was meant to be sustainable,” he said. “So, instead of being in a traditional clamshell or tub, we went with the whole from recycled paper and fully recyclable.”

The company sells its dates in bulk sizes through Amazon and other online and in-store locations. And selling in bulk has proven to be a successful move, especially recently. 

“We realized that, one, we needed to utilize all of our fruit, so we need to sell it in bulk quantities,” said Amanda Sains, Joolies marketing director. “On Amazon, we've been very successful in moving bulk fruit. But then, also, with the pandemic, people were pantry-stocking their shelves. We saw a huge rise in both 2-pound and 4-pound boxes.”  

For Ramadan, going on this year from April 2 to May 2, Joolies is offering a 2-pound gift box full of its organic medjool dates. More information about the box and other offerings is available here.

Read related: 
Panel: Dates, peppers now on trend
U.S. nut, date and dried fruit producers battle challenges beyond the farm


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