Natural Delights
Natural Delights is the consumer brand of the Bard Valley Medjool Date Growers Association, a grower-owned cooperative that produces and sells fresh and value-added Medjool date products. The #1 US Medjool brand by Nielsen share, it distributes through major grocery retailers and Amazon and iHerb online channels.
- Company typePrivate
- Founded2014
- HeadquartersBard, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Natural Delights does
Natural Delights is the consumer brand of the Bard Valley Medjool Date Growers Association (BVMDGA), a grower-owned cooperative headquartered in Yuma, Arizona, with cultivation operations in Bard Valley along the Colorado River and in northern Mexico. Founded in 1987, the cooperative leverages the region's microclimate — characterized by high heat and low humidity — to produce premium Medjool dates under a single uniform certification process applied across all member farms. Natural Delights is the #1 Medjool date brand in the United States by market share, dollar sales, and volume per Nielsen, distributed primarily through the produce aisles of major grocery retailers and supplemented by Amazon and iHerb online channels. Q2 2020 sales reached nearly $31M for the 13-week period ending June 28, 2020, with category growth of 8.1%, and anticipated 2020 production exceeded 30 million pounds.
The product portfolio spans core fresh SKUs (Whole, Pitted, Organic, and Pitted Organic Medjool Dates), value-added formats (Premium Chopped Medjool Dates and Medjool Date Rolls in Coconut, Almond, and Cacao Pecan), and premium offerings (Dark Chocolate Covered Medjool Dates with Sea Salt and Truffles). The Mini Medjools® sub-brand, launched in November 2021, extends the line into portable snacking. All SKUs carry Non-GMO Project Verified, USDA Organic (select products), and American Heart Association Heart-Healthy certifications, and are produced in a gluten-free, sulphur-free facility. Proprietary harvesting equipment — including large platforms raised by boom lifts — supports operational scale and yield consistency.
Revenue is generated through wholesale and retail product sales (the source categorizes the model as hardware_sales), with retail pricing determined at point of sale and not publicly disclosed. The go-to-market combines a direct B2B trade sales team (for retail and foodservice buyers) with broad consumer marketing across six social platforms, a content-marketing blog, athlete sponsorships (Stan's-Pivot Pro Team), and seasonal promotional campaigns. Customer segments are diversified across fitness enthusiasts, health-conscious consumers, and general produce shoppers. Strategic emphasis has shifted toward packaged and value-added SKUs, sustainability initiatives (100% post-consumer recycled packaging launched November 2019), and brand-building through fitness and lifestyle partnerships.
Natural Delights firmographics
Firmographics- Name
- Natural Delights
- Legal name
- Bard Valley Medjool Date Growers Association
- Website
- https://naturaldelights.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Natural Delights is the consumer brand of the Bard Valley Medjool Date Growers Association, a grower-owned cooperative that produces and sells fresh and value-added Medjool date products. The #1 US Medjool brand by Nielsen share, it distributes through major grocery retailers and Amazon and iHerb online channels.
- Ownership category
- akta.pro rank
Natural Delights industry classification
Industry- Product category
- Fresh Medjool Dates
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
Keywords
Where Natural Delights is headquartered
LocationHeadquarters
- HQ city
- Bard
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Natural Delights business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Medjool Date Product Sales: Direct product sales of Medjool dates through retail (produce aisle) and online channels. Products include Whole, Pitted, Organic, Pitted Organic Medjool Dates; Premium Chopped Medjool Dates; Medjool Date Rolls with flavors (Coconut, Almond, Cacao with Pecans); Truffles; and Dark Chocolate Covered Medjool Dates.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Natural Delights product offering
Product offeringCore offering
Natural Delights grows, harvests, and distributes Medjool date products under a single brand owned by the Bard Valley Medjool Date Growers Association. The portfolio includes whole and pitted fresh Medjool dates (conventional and organic), Mini Medjools® portable date rolls, Medjool Date Rolls, Dark Chocolate Covered Medjool Dates with Sea Salt, and Truffles. Products are sold through grocery produce aisles, online retailers, and direct-to-trade channels.
Product overview
Natural Delights is a leading Medjool date brand that offers a portfolio of fresh fruit products centered around Medjool dates grown in Bard Valley. The core product line includes Whole Fresh Medjool Dates, Pitted Fresh Medjool Dates, Organic Fresh Medjool Dates, and Pitted Organic Fresh Medjool Dates. The Mini Medjools® sub-brand provides portable snacking options with flavors like Cacao Pecan and Coconut. Premium offerings include Dark Chocolate Covered Medjool Dates with Sea Salt and Truffles. Products are available in produce sections of major grocery retailers and through online channels.
Differentiator
Problem solved
Functional benefit
Brands
- Mini Medjools: Portable snacking line made from fresh Medjool dates, available in flavors including Coconut, Cacao Pecan, and Almond
- Dark Chocolate Covered Medjool Dates
- Medjool Date Rolls
- Premium Chopped Medjool Dates
Products and services
- Whole Fresh Medjool Dates Fresh, whole Medjool dates grown in Bard Valley and sold in the produce section as a grab-and-go whole fruit snack for general consumers and fitness enthusiasts.
- Pitted Fresh Medjool Dates Pre-pitted Medjool dates in the bright-yellow-label produce package, designed for on-the-go snackers.
- Organic Fresh Medjool Dates USDA-certified organic whole Medjool dates marketed as a fresh-fruit powerhouse for an energy boost or afternoon snack.
- Pitted Organic Fresh Medjool Dates USDA-certified organic pre-pitted Medjool dates aimed at active, organic-conscious consumers and outdoor / gym use.
- Mini Medjools® Cacao Pecan Portable snack made from pitted Medjool dates blended with cacao powder and rolled in chopped pecans; no added sugar.
- Mini Medjools® Coconut Portable Medjool date roll coated in light coconut flakes, positioned as an afternoon pick-me-up.
- Dark Chocolate Covered Medjool Dates with Sea Salt Premium hand-pitted Medjool dates enrobed in dark chocolate and finished with sea salt, available in 8-count and 16-count packs as a gifting / indulgence SKU.
- Truffles Wholesome chocolate-covered fruit snacks positioned as a premium snack alternative.
- Premium Chopped Medjool Dates Chopped Medjool dates designed as a baking, cooking, and recipe ingredient SKU.
- Medjool Date Rolls (Coconut, Almond, Cacao with Pecans) Pitted Medjool dates blended and extruded into long rolls and coated with complementary ingredients in three flavor variants.
Companies that use Natural Delights
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Natural Delights technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Natural Delights partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Stan's-Pivot Pro Team p/b MaxxiscoreNatural Delights joined as team's 'Official Fruit' sponsor for 2018 UCI MTB season. Supports team's energy, recovery and lifestyle nutrition needs with whole fresh Medjool dates and Medjool Date Roll products. Created team landing page with rider bios, team news, fitness tips, and recipe collaboration 'Recipes with Rose Grant' featuring signature recipes by professional racer Rose Grant.
- Rose GrantminorProfessional racer and four-time National Marathon Champion collaborated with Natural Delights on 'Recipes with Rose Grant' - a collection of signature recipes designed to show how Medjool dates can be used throughout the day to support energy, recovery and general wellness.
- Chloe WoodruffminorProfessional racer for Stan's-Pivot Pro Team who praised Natural Delights Medjool dates as nutrient dense, high-quality real food supporting her cycling program and lifestyle.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Natural Delights competitors and assessment
Company assessmentBroad incumbents
- Wonderful Pistachios & Almonds: Wonderful Pistachios is the leading US branded tree-nut grower and marketer with vertically integrated orchards and major grocery distribution. Comparable to Natural Delights as a vertically integrated grower-owned/affiliated CPG brand selling premium single-origin tree crops into mass grocery and natural channels.
- Ocean Spray Cranberries: Ocean Spray is a large grower-owned agricultural cooperative selling branded fruit-based products across grocery and foodservice. Comparable to Natural Delights in cooperative ownership, grower-controlled supply, and branded single-fruit CPG positioning.
- Dole plc: Dole is a global producer and marketer of fresh fruit and packaged fruit-based products sold through grocery retailers worldwide. Comparable to Natural Delights as a fresh fruit brand distributed through the US produce aisle with value-added packaged extensions.
Direct peers
- Sun-Maid Growers of California: Sun-Maid is a grower-owned cooperative producing and marketing dried fruit (raisins, cranberries, etc.) with strong mass grocery distribution. Comparable to Natural Delights as a California-based grower cooperative selling branded dried fruit/snacks into US grocery and operating under similar cooperative economics.
- Made in Nature: Made in Nature is a US organic dried-fruit and snack brand (organic figs, dates, mango) sold through natural and grocery channels. Comparable to Natural Delights as an organic, Non-GMO Project Verified better-for-you dried fruit brand competing for the same health-conscious produce shopper.
- Sahale Snacks: Sahale Snacks produces premium packaged fruit-and-nut snack mixes sold through grocery and natural channels. Comparable to Natural Delights' Mini Medjools and chocolate-covered date products as a premium better-for-you fruit-based snack brand competing for similar shopper occasions.
- Mariani Packing Company: Mariani is a US dried fruit producer and brand (raisins, cranberries, dates, apricots) selling through grocery and ingredient channels. Comparable to Natural Delights as a vertically integrated dried-fruit manufacturer with branded consumer SKUs competing on the same shelf.
Emerging players
- That's it. That's it. is a US better-for-you fruit snack brand producing date-and-fruit bars. Comparable to Natural Delights as a date-based packaged snack brand targeting health-conscious consumers with similar shelf placement in natural/grocery channels.
- True Made Foods: True Made Foods produces better-for-you sweetened snacks and date-based products positioned as natural sugar alternatives. Comparable to Natural Delights' recipe/ingredient positioning of Medjool dates as a natural sweetener substitute.
Regional players
- Bosc Farms / Medjool Date Imports (e.g., King Dates, ARAK Dates): Regional Medjool date importers and packers (such as King Dates) compete directly in the US Medjool date category through retail and club channels. Comparable to Natural Delights as a competing Medjool date brand targeting the same grocery and natural retail buyer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Natural Delights social profiles
Digital presenceNatural Delights compliance and trust
Trust signalCompliance5 records
Natural Delights financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Delights leadership team
Management profileNumber of profiles
Profiles4 records
Natural Delights funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Delights M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natural Delights
What does Natural Delights do?
Natural Delights grows, harvests, and distributes Medjool date products under a single brand owned by the Bard Valley Medjool Date Growers Association. The portfolio includes whole and pitted fresh Medjool dates (conventional and organic), Mini Medjools® portable date rolls, Medjool Date Rolls, Dark Chocolate Covered Medjool Dates with Sea Salt, and Truffles. Products are sold through grocery produce aisles, online retailers, and direct-to-trade channels.
Is Natural Delights a public or private company?
Natural Delights is a private company. It is classified as management employee owned and is currently operating.
When was Natural Delights founded?
Natural Delights was founded in 2014. It employs 11 to 50 people.
Where is Natural Delights based?
Natural Delights is headquartered in Bard, United States, in the North America region.
How does Natural Delights make money?
One revenue line is on record: medjool Date Product Sales.
Who are Natural Delights's main competitors?
Broad incumbents on record are Wonderful Pistachios & Almonds, Ocean Spray Cranberries and Dole plc. Direct peers are Sun-Maid Growers of California, Made in Nature, Sahale Snacks and Mariani Packing Company. Emerging players are That's it. and True Made Foods. Bosc Farms / Medjool Date Imports (e.g., King Dates, ARAK Dates) is listed as a regional player.
Does Natural Delights have an API?
No public API is recorded for Natural Delights.
What industry is Natural Delights in?
Natural Delights's product category is Fresh Medjool Dates. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 3113 and its SIC code is 2030.