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Fresh Plaza: Higher demand and volumes for Medjool dates in 2018/19 season

“We are going to export about 1.700 tons of Medjool Dates, 100 tons of Barhi dates, 200 tons of Deglet Nour dates in the coming season”, says Avi Dagul of Field Produce Marketing. “This is about 10% more in total than last year.” This Israeli company specializes in production and marketing (export & local market) of dates.

Avi says the consumption of Medjool dates is growing year-on-year. “The demand for Medjool is higher than what we can offer. We increase available quantities by 5% – 10% every year. and there are also increased volumes of this variety from countries such as Morocco, Egypt, and South Africa.”

Field Produce Marketing’s main export destinations are West and Northern Europe – the Netherlands, France, Germany, Scandinavia, Italy, and Spain. “We are very strong in the Spanish market”, says Avi.

” the company also exports to other parts of the world – such as Singapore, Australia ,Eastern Europe and Turkey where we have a strong presence as well”

Fresh Plaza: Harvesting of Medjool in Israel 2017

Harvesting of Medjool dates in Israel has been increasing over the last couple of weeks as harvesting of Bari dates winds down‭. ‬This year’s Medjool crop is expected to be 10‭ ‬percent larger than the previous season‭, ‬as Medjools continue to be popular in Europe‭.‬

Production of Bari dates‭, ‬south of the Dead Sea‭, ‬wrapped up this week and harvesting in the northern part of Israel will continue for a couple of more weeks‭. ‬Production of Medjool dates‭, ‬on the other hand‭, ‬is on the upswing‭. ‬Harvesting began in the southern part of the country and will move north over the next few weeks‭. ‬Medjool production is expected to last through August‭, ‬though‭ ‬product will be available from storage throughout the year‭. ‬“There are more growers and many growers have planted more trees‭,‬”‭ ‬said Field Produce Marketing’s CEO‭- ‬Avi Dagul‭, ‬explaining why there’s a 10‭ ‬percent bump in production this year‭. ‬“You have to wait between six to seven years from the time you plant a date tree until it yields fruit‭, ‬and we are seeing more young trees reach maturity‭.‬”

More growers are entering the Medjool date business because that variety has been very popular in Europe‭. ‬Attractive prices‭, ‬which spur more growers into planting dates‭, ‬are partly affected by the lack of competition during the Israeli export season‭.‬

“Tunisia only has Deglet Nour dates‭, ‬so there is no competition there‭,‬”‭ ‬noted Avi‭. ‬“The U.S‭. ‬and Mexico mainly sell their dates in North America‭. ‬South Africa only has small quantities and their season doesn’t overlap with ours‭. ‬There are new plantings in Morocco‭, ‬Jordan and Egypt‭, ‬but those trees are not producing fruit yet‭. ‬It will take‭ ‬five or six years before we’ll see competition‭, ‬but then it will be a tough one‭.‬”

For now‭, ‬Israeli exporters enjoy good value from the European market‭, ‬which takes about 80‭ ‬percent of Israeli Medjool export shipments‭. ‬Avi laments the fact that there’s no coordinated marketing effort between all of the country’s exporters‭, ‬but that hasn‭’‬t been a problem so far because the market has been so good‭.‬

“Demand for Medjools grows every year‭,‬”‭ ‬he said‭. ‬“The problem is not really demand‭. ‬Our biggest problem is the exchange rate between shekels and euros‭, ‬as well as the problem with the United Kingdom leaving the European Union‭.‬”‭ ‬He added that shippers are looking into Asian markets in order to mitigate the effects of any problems with the European market‭, ‬but that’s still a work in progress‭.‬

As far as diversifying product offerings‭, ‬Avi pointed out the success of the Bonbon variety‭, ‬which is a premium date that has gained a devoted Market following France‭. ‬Though not widely available‭, ‬the variety has established a niche market among consumers‭ ‬who appreciate high quality dates‭.


“We have to invest in the Bonbon to increase the market for it‭,‬”‭ ‬said Avi‭. ‬“It’s a very tasty fruit‭, ‬but the logistic demands are significant because it requires special treatment‭.‬”

Originally Published on freshplaza



As in past years, the Israeli Pavilion opening ceremony was held at FPM’s booth.
The booth design combined the ancient views of the dates plantations with the vital energies of Modern Life.

Fresh Plaza: global dates market has room for expansion

Israeli Medjool date growers are reporting good volumes this season as well as large sizes. Though the premium prices Israeli Medjool command has tempted some of the country’s pepper growers (who have suffered through several seasons of very bad returns) to get into the Medjool business, worldwide volumes of Medjool are such that it’s unlikely additional growers will flood the market and tank prices.

“Annual production of Medjool dates in Israel is about 27,000 tons, and it’s about 40,000 tons for the entire world,” notes Avi Dagul of Field Produce Marketing. “These are still very small quantities, so even if you double production, I don’t believe there will be too much on the market. So I think we still have enough time to get good results and have a good market while we increase quantities.” This season is expected to be another good one, adds Dagul, due to the quality of dates that are currently being shipped.

Quality is especially good on the big sizes,” says Dagul. “There is no skin separation and moisture is exactly as it needs to be.” Excellent quality is one of the hallmarks of Israeli Medjool dates, and according to Dagul, it differentiates the product from that grown in other countries. For that reason Israeli exporters are mainly competing against one another.

“Western and central Europe is the market’s lion share, followed by the United States,” says Dagul. “Then come Russia and Turkey, and we are currently exploring Asian markets as well.” In fact, just a few weeks ago, our Medjool was selected by one of the largest food chains in Taiwan to star in the first Israeli Food festival held in Taipei. The vibes were extremely positive and we expect this cooperation to progress.”

“At the moment,” says Dagul, “about 70 percent of the sorting and collecting for the season is done, and it’s expected that the last part of it will take place around the end of February.”

Originally published on Fresh Plaza: Dec. 21, 2015.