Bard Valley Natural Delights® recently took a group of retail representatives from around the world, registered dietitians, and journalists behind the scenes of its Medjool date harvest. As folks flocked to Bard Valley for an exciting annual harvest tour, the supplier snatched up a unique opportunity to boost its brand visibility while also building on key relationships.
“Part of our strategic marketing efforts include deepening our relationships with buyers and influencers to show first-hand what sets Natural Delights apart as a brand,” noted David Baxter, Director of Marketing for Natural Delights. “There are so many things people don’t realize about Medjool dates, so getting our partners up into the palms to pick the fruit and watch the process all the way to packaging helps equip them to educate consumers and continue to drive the category.”
Tour guests were given the opportunity to hand-harvest dates directly from the more than 20-foot palm trees. As shared in a press release, they were then given a tour of both Datepac locations and the brand’s state-of-the-art sorting and packing facilities, and after, tasked with hand-sorting dates based on ripeness. In the end, guests left in awe of the precision and speed with which Datepac employees can carry out the job.
The Bard Valley tour closed with guests enjoying a Medjool date-inspired meal put together by Chef Alex Trujillo under the stars amongst the date groves.
“One of our favorite experiential events to throw each year is Natural Delights’ Medjool Date Harvest Tour,” added Beth Keeton, Founder and Chief Executive Officer of Elephant House PR. “There is an immediate empathy and respect built between the growers and our guests when they see behind the curtain at what it truly takes—the time and skill, especially—to put Natural Delights products on the shelves.”
Influencers and media attendees on the second leg of the tour shared more than 150 Instagram stories and posts, earning the brand 7.5 million impressions during the two-day event and garnering the attention of other influencers and media members who hope to attend the event in the future.
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