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Date distribution expands to the East Coast and Europe Joolies, known for fresh organic California Medjool dates, has expanded distribution to the U.S. East Coast and into Europe, including the UK. In the U.S., Joolies can now be found in the mid-Atlantic in Shoprite, Safeway and Acme stores as well as Lowe’s Markets in the Carolinas. With this expanded distribution, Joolies dates are now available in more than 2,000 locations. The brand, based in Coachella and known for its mint-colored packaging, is on a mission to change the organic date-ing game to bring new consumers into the category. Currently, household penetration of dates is roughly only six percent in the U.S. and is primarily driven by older generations and those with ethnic backgrounds, since dates are popular in the Middle East. ....
(RNS) Ramadan is a blessing for the date farmers of Coachella Valley in the California desert. Traditionally the food Muslims turn to when they break their fast at the end of a day of fasting in the Islamic holy month, dates are also a major crop of the arid region on the edge of the Salton Sea, and each year the valley’s farmers see a sharp spike in sales during Ramadan and the preceding weeks. This year for the first time, Joolies, one of the biggest date growers in Southern California, is appealing directly to Muslim Americans with a Ramadan-branded 2-pound box of fresh dates with a specially designed cover featuring a skyline of minarets and mosque-like domes for the holiday. ....