With consumption remaining relatively low across the continent, the potential growth for Saudi dates is huge, according to Jochem Geheniau of Dutch-Saudi collaboration Yogi & Yousef
As the potential of Europe’s date market continues to grow, date lovers in Europe are finding more variety on the shelves than in the past, as retailers note increasing demand for the superfruit.
Saudi Arabia alone is responsible for the production of up to 1,000 varieties, even if only fifteen or so are sold commercially, according to Jochem (Yogi) Geheniau of Yogi & Yousef, a Dutch-Saudi partnership for date supplies.
“It depends on the region,” explained Geheniau. “Flavour-wise and nutrition-wise, Saudi dates are really one of the best. It’s similar to apples – you have lots of different varieties, and new and better varieties are being developed all the time. That’s what we’re seeing at the moment in dates, and more Saudi dates are now entering the market.”
Yogi & Yousef sells Saudi dates, including the hugely flavourful Sukkari variety, to retailers across Europe, including the UK, Ireland, Germany, Belgium, the Netherlands and France.
“Historically the main date consumers in these markets would be those who have come from Arab countries, but we’re now seeing all kinds of people in Europe who are looking for a healthy source of sweetness, and dates are well positioned for that,” said Geheniau.
Overall, he said, consumption in Europe is not that high, so there remains great potential for growth. “A lot of consumers are embracing dates, and they are growing at about 50 per cent a year,” said Geheniau. “They are one of the healthiest fruits in terms of nutrition. People are discovering they can eat them for breakfast with their cereal or porridge, and learning how to cook with them.”
According to Geheniau, demand is also increasing for organic Medjool dates. “Israel is not supplying them at the moment, so there is a gap in the market,” he said. “In Morocco, we’re helping a farmer who grows Medjool dates organically and ethically, but the production is still small. In general, however, we are not looking for new sources of supply, as we have sufficient volumes of dates coming out of Saudi Arabia.”
