Joolies California Superfruit

Joolies California Superfruit

By Professor Sterling Haynes

Joolies is a California-based date brand on a mission to help more people fall in love with dates. Rooted in four generations of date-growing experience in California’s Coachella Valley, Joolies has been Changing the Date-ing Game through quality organic dates, bold branding and innovative date-based snacks.

Dates are a stone fruit grown from the date palm tree. Known to have a sweet caramel flavor. The Joolies brand grew out of Kohl Family Farm, where the family has cultivated organic Medjool dates, known as the “King of Dates”, in California’s Coachella Valley for four generations.

Medjool dates are the largest dates grown in North America. They are a soft, sweet, succulent date with a velvety texture and a taste so decadent that Medjool dates were also grown in Morocco for royalty.

Joolies was co-founded in 2018 by longtime date grower David Kohl and seasoned entrepreneur and former Wonderful Company executive Greg Willsey, combining four generations of agricultural expertise with deep consumer brand experience.

“We’re heading into the season in an incredibly strong position, with a beautiful Medjool crop coming in and plenty of supply to support where we’re headed,” said Greg Willsey, co-founder of Joolies. “We’ve seen tremendous growth and excitement around dates over the last several years, and we believe there’s still so much opportunity ahead. We’re excited to keep growing with our retail partners, welcome new opportunities and continue Changing the Date-ing Game.”

Since launching, Joolies has set out to change the way consumers see and snack on dates. Its signature mint-colored packaging is designed to stand out on shelf and bring greater visibility to the category, while the brand’s social-first approach keeps Joolies close to how consumers are discovering, sharing and using dates today. That connection allows the brand to move quickly on emerging snacking trends and continue exploring where dates can go next.

Date Sours are among Joolies newest products. Made with organic dates and sour flavors including Blue Raspberry, Watermelon, Peach and Cherry Cola. I had all four bold flavors. Cherry Cola and Blue Raspberry are my favorite. The dates are pitted and ready to eat.

October 14-16 is the 2026 Global Produce & Floral Show in Orlando Florida. Hosted by the International Fresh Produce Association. The largest and most diverse international association serving the entire fresh produce and floral supply chain, and the only association to seamlessly integrate world-facing advocacy and industry-facing support. Joolies will showcase its crops at the event.

From whole fruit to candy-inspired Date Sours, Joolies continues to explore just how far dates can go making one of the world’s oldest fruits feel fresh, fun and unmistakably Joolies.  Available at major retailers nationwide. To learn more about this company visit joolies.com.

Cartoon Characters Samson, Twins Drella & Dreama are created by Sterling Haynes. Sterlinghaynes.com