Joolies

What Joolies does

Joolies is a vertically integrated organic Medjool date company founded in 2018 by Greg Willsey, a former POM Wonderful executive, and David Kohl, a California date grower. The company operates a 1,000-acre USDA Organic date farm in California's Coachella Valley with over 50,000 date palm trees, producing single-source Medjool dates and Deglet Noor dates that flow directly into its consumer product line. Joolies' product portfolio centers on fresh Medjool dates (whole and pitted) and extends into value-added date-based snacks including Date Pops (date paste and walnut energy bites), Date Rolls (crunchy date snacks), Date Sours (organic sour candy alternative), Date Syrup (Cocoa, Cinnamon, Blueberry), Jooliettes (dark chocolate-covered dates), and Ugglies (upcycled lower-grade dates). Products are certified USDA Organic, Glyphosate Residue Free, and select SKUs are Kosher and Halal certified.

The company runs a hybrid distribution model combining direct-to-consumer e-commerce on a Shopify-powered website (joolies.com) with wholesale distribution to over 12,000 retail locations nationwide. Key retail partners include Whole Foods, Sprouts Farmers Market, Target, Walmart, Erewhon, Thrive Market, and Instacart, alongside a long tail of regional natural and conventional grocers. Joolies is bootstrapped, having closed a 2018 friends-and-family seed round as its only disclosed funding event, and has never taken outside venture capital; the company emphasizes sustainable unit economics and family-run control. The founders have publicly targeted scaling Joolies into a $100–200 million enterprise while preserving the farm-forward brand positioning.

Joolies' competitive differentiation rests on vertical integration from palm to package, single-origin traceability, sustainable packaging (less than 2 grams of plastic per container), and a "Nature's Candy" / "Palm Tree Candy" brand narrative. The company has invested in product innovation as its primary growth lever, launching new SKUs in 2022, 2024, 2025, and 2026, and expanding geographically from its West Coast base into the East Coast United States and Europe. Awards include the 2022 Expo East NEXTY Award for Best New Sweet Snack (Jooliettes).

Name

Joolies

Legal name

JOOLIES SUPERFRUIT LLC

Website

https://joolies.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Joolies is a vertically integrated organic Medjool date company that operates a 1,000-acre farm in California's Coachella Valley. Founded in 2018, the bootstrapped brand sells fresh dates and value-added date snacks through DTC e-commerce and over 12,000 retail locations nationwide.

Ownership category

akta.pro rank

Product category

Organic Date Snacks

NAICS

Confectionery Merchant Wholesalers (42445)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro industry

PRIMARYAFAIAJAL

Organic & Natural Private Label & Brand Distribution (Wholesale)

Agriculture & Food Production/Food Distribution & Wholesale/Organic & Natural Foods Wholesale

Keywords

• Organic medjool dates
• Date-based snacks
• Organic dried fruit
• Natural sweetener products
• Specialty food products

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Fresh and Processed Date Products: Joolies generates revenue through the sale of organic Medjool dates and date-based snack products including fresh dates, date paste, date rolls, date pops, and date syrups. The company operates through direct-to-consumer e-commerce and wholesale distribution to retail stores.
2. Wholesale/Retail Distribution: Revenue from supplying organic Medjool dates and snacks to major retailers including Whole Foods, Sprouts Farmers Market, Target, Walmart, and thousands of other retail locations across the United States.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Joolies is a vertically integrated organic Medjool date brand that grows dates on its 1,000-acre California farm and sells fresh organic Medjool dates plus date-based snack products such as Date Pops, Date Rolls, Date Sours, Date Syrup, Jooliettes, and Deglet Noor dates. The company distributes through its own e-commerce site, over 12,000 U.S. retail locations, and wholesale/food service accounts. Its products are USDA Organic, glyphosate residue-free, and packaged in sustainable materials.

Product overview

Joolies is a California-based organic Medjool date brand that operates as a vertically integrated farm-to-consumer business. The company grows dates on a 1,000-acre organic farm in Coachella Valley and offers a product portfolio centered on organic Medjool dates as the core product, complemented by date-based snacks and value-added products. The main product line includes Fresh Organic Medjool Dates (whole and pitted), Date Pops (energy bites), Date Rolls (crunchy snacks), Date Sours (sour candy alternative), and Date Syrup (available in Cocoa, Cinnamon, and Blueberry flavors). Secondary offerings include Jooliettes (chocolate-covered dates) and Ugglies (upcycled lower-grade dates). The company has expanded into new product categories with the 2026 launch of Date Sours at Sprouts Farmers Market and previously introduced Deglet Noor Dates in 2025. Joolies products are available in over 12,000 retail locations nationwide including Whole Foods, Sprouts, Target, Walmart, and through direct-to-consumer online ordering.

Differentiator

Problem solved

Functional benefit

Brands

• Jooliettes: Medjool dates covered in dark chocolate, launched in multiple vegan chocolate flavors. Won 'Best New Sweet Snack' at the 2022 Expo East NEXTY Awards.

Products and services

• Fresh Organic Medjool Dates Fresh, organic Medjool dates sold whole or pitted in pack sizes including stand-up pouches, trial size boxes, and plastic tubs, available via mail order and retail.
• Jooliettes Sub-brand product: Medjool dates covered in dark chocolate, available in three vegan flavors.
• Date Pops Natural energy bites made from organic date paste and walnuts, available in four nostalgic flavors; gluten-free, vegan, kosher, and halal certified.
• Date Rolls Bite-sized crunchy snacks featuring organic dates, providing a portable date-based snack option for consumers.
• Date Sours Organic sour candy alternative made from dates, launched exclusively at Sprouts Farmers Market, available in four flavors with no added sugar, sugar alcohols, or artificial ingredients.
• Date Syrup Organic Medjool date syrup available in Cocoa, Cinnamon, and Blueberry flavors; used as a natural sweetener in recipes and beverages while preserving the nutritional benefits of Medjool dates.
• Deglet Noor Dates A second date variety added to the Joolies product line, complementing the primary Medjool date offerings.
• Ugglies Lower-grade dates upcycled from the production process, made into a value product to minimize waste and support sustainability.

Quantifiable outcome

• 50,000 date palms on farm can reduce carbon dioxide equivalent to 38,252 cars annually
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers Joolies' e-commerce online store platform, enabling direct-to-consumer sales through joolies.com.
• The Soulfull ProjectminorStrategic or Co-development PartnerCollaborated on seasonal recipe content featuring The Soulfull Project's Hearty Grains & Seeds Multigrain Cereal Cup with Joolies Cinnamon Date Syrup. The Soulfull Project is a Certified B Corporation.
• Edward & SonsminorStrategic or Co-development PartnerPartnered with Edward & Sons for gingerbread bars recipe content, featuring their coconut flour and coconut milk products with Joolies dates.
• Munching with Mariyah (Yasmeen)minorGTM or Marketing PartnerFood blogger collaboration for recipe content creation including chai cheesecake chia pudding and peppermint coconut bounty bars recipes.
• Georgia GrindersminorGTM or Marketing PartnerPartnership with Georgia Grinders for holiday recipe content including gingerbread muffins, peanut butter buckeyes, and healthier Christmas crackle featuring their nut butters.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Lesser Evil: Lesser Evil is an organic, better-for-you snack brand (puffs, popcorn, cookies) sold in Whole Foods, Sprouts, and other natural retailers. Comparable to Joolies in clean-label, organic snack competitive set.
• Simple Mills: Simple Mills is a clean-label natural snacks/food CPG brand sold in Whole Foods, Sprouts, Target, and Walmart. Comparable to Joolies in the natural foods channel and in their no-added-sugar product positioning.
• Made Good: Made Good produces organic, allergen-friendly snacks and granola bars distributed widely in natural and conventional grocery. Overlaps with Joolies in the organic, allergen-friendly snack category and similar retail channels.
• Hu Kitchen (Hu): Hu is a premium paleo-friendly chocolate and snack brand with strong natural-foods wholesale distribution. Comparable to Joolies' chocolate-covered dates (Jooliettes) and overlapping natural-foods retail footprint.

Broad incumbents

• Wonderful Pistachios & POM Wonderful: Wonderful is a vertically integrated premium fruit/nut CPG giant and the former employer of Joolies co-founder Greg Willsey. It shares the farm-to-package playbook and competes for premium natural-foods shelf space.
• Sun-Maid: Sun-Maid is an established broad-line dried fruit brand with mass retail distribution. Comparable as a packaged fruit snack competitor in the same grocery aisles where Joolies distributes.

Direct peers

• Date Lady: Date Lady produces date-based products including date syrup, caramel, and snack bars, directly overlapping with Joolies' value-added date product portfolio.
• Natural Delights: Natural Delights is the largest Medjool date brand in the US, sold across thousands of retail locations. It is the most direct competitor to Joolies in fresh Medjool dates and competing for the same natural-foods shelf space.
• Bard Valley Date Growers: Bard Valley Date Growers is a grower cooperative and date brand directly competing with Joolies in Medjool date production and wholesale distribution. Operates the Natural Delights brand among others.

Regional players

• Medjool Date Co. (UK): Medjool Date Co. is a UK-based specialty date importer and brand. Relevant as Joolies' recent European expansion places them in direct competition in the UK market for premium Medjool dates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/jooliesdates
• Pinterestpinterest.com/jooliesdates/overview
• Xx.com/JooliesDates
• Facebookfacebook.com/JooliesOrganicDates
• LinkedInlinkedin.com/company/joolies

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joolies