Positioning strategy for

Jordanian dates products

Competence Management Consulting – FAO project
 Positioning strategy for Jordanian dates
products

Food and Agriculture Organization of the United Nations

Amman, 2022

Competence Management Consulting – FAO project

 Required citation:
FAO and JODA. 2021. Positioning strategy for Jordanian dates products. Amman, FAO. https://doi.org/10.4060/cb8395en

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Cover photograph: ©JODA/Eng. Anwar Haddad

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Contents

I. Executive summary ............................................................................................................................ viii

1. Introduction ...........................................................................................................................................1
2. Objectives of study ................................................................................................................................3
3. Methodology ..........................................................................................................................................4
3.1. Leading date growing countries ......................................................................................................... 5
3.2. Trade analysis ..................................................................................................................................... 6
3.3. Industry trends .................................................................................................................................... 7
3.4. Competition analysis........................................................................................................................... 9
3.4.1. Jordan export market position .............................................................................................. 11
Global export market Vs Jordan export market.................................................................................... 12
World’s imports and Jordan’s exports value comparison.................................................................... 12
World’s imports and Jordan’s exports quantity comparison ............................................................... 13
World’s imports and Jordan’s exports unit price comparison ............................................................. 13
3.5. Direct competitors............................................................................................................................. 15
3.5.1. Israel ....................................................................................................................................... 16
3.5.2. Palestine ................................................................................................................................. 18
3.5.3. United States of America ....................................................................................................... 20
3.5.4. Comparison of Jordan’s date’s sector to its competitors .................................................... 21
3.6. Jordan dates’ competitive advantage - Unique Selling Propositions (USP) .................................. 23
4. Segmentation and targeting .............................................................................................................. 25
.4.1 Demographic segmentation ............................................................................................................. 27
4.1.1. Religion ................................................................................................................................... 28
4.1.2. Income rate ............................................................................................................................ 30
4.1.1. Age groups .............................................................................................................................. 32
4.2. Behavioural segmentation ............................................................................................................... 33
4.3. Geographic segmentation ................................................................................................................ 36
4.1. Segments size estimation ................................................................................................................ 43
4.2. Global market growth ....................................................................................................................... 45
4.3. Market attractiveness ....................................................................................................................... 45
5. Positioning strategy and recommendations..................................................................................... 46
5.1. Positioning strategy........................................................................................................................... 46
5.1. Positioning statement ....................................................................................................................... 53
5.2. Recommendations ............................................................................................................................ 53
5.3. Cost-benefit analysis ......................................................................................................................... 57
Annexes...................................................................................................................................................... …63
Annex 1 - Dates sector stockholders ........................................................................................................... 63
Annex 2: World leading countries growing fresh dates .............................................................................. 64
Annex 3: Fresh or dried Dates 080410 imported quantities to (OIC) 2016, 2017 and 2018 ................ 64
Annex 4: Dates import by European Union countries - 2018 ................................................................... 65
Annex 5: Muslims population worldwide ..................................................................................................... 67
Annex 6 - Mejhoul dates nutrition ................................................................................................................ 76
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Figures

Figure 1: Methodology flowchart for establishing a positioning strategy for the Jordanian date ................4
Figure 2: Dates on the shelf (Germany 2020)…………………………………………………………………………………..11
Figure 3: Jordan exports compared to 5 top export countries in USD thousand ....................................... 11
Figure 4: World's imports and Jordan's exports value comparison ............................................................ 12
Figure 5: World's imports quantity vs. Jordan's export quantity of dates ................................................... 13
Figure 6: World’s imports and Jordan’s exports unit price comparison ..................................................... 14
Figure 7: Jordan exports of HS Code 080410 Fresh or dried dates in USD thousand ............................. 15
Figure 8: Jordan exports per country of HS Code 080410 fresh or dried dates in USD thousand .......... 15
Figure 9: Importing markets for a fresh or dried dates product exported by Israel................................... 18
Figure 10: List of importing markets for a fresh or dried dates product exported by Palestine ............... 19
Figure 11: Importing markets for a fresh or dried dates product exported by United States of America 21
Figure 12: List of importing markets for a fresh or dried dates product exported by Jordan ................... 22
Figure 13: Product: 080410 Fresh or dried dates exported by competitors to the world ........................ 23
Figure 14: STP process .................................................................................................................................. 28
Figure 15: Market segmentation basis ........................................................................................................ 26
Figure 16: Demographic segmentation ........................................................................................................ 28
Figure 17: Islamic community in European Union ....................................................................................... 29
Figure 18: Definition of income rage ............................................................................................................ 30
Figure 19: Country income groups 2018 ..................................................................................................... 31
Figure 20: Jordan Mejhoul dates - street market - Germany 2020 ............................................................ 31
Figure 21: Proportion of selected age groups of world population in 2019, by region ............................. 32
Figure 22: Segments analysis results based on demographics (religion, income, and age).................... 33
Figure 23: Consumer behaviour and experience in the European Union .................................................. 34
Figure 24: Segments analysis results based on behavioural (healthy food and vegan food) .................. 36
Figure 25: Dates imported quantities in Indonesia in 2018 ....................................................................... 39
Figure 26: Share in value in India dates import 2018 ................................................................................ 39
Figure 27: The ethnic food markets. ............................................................................................................ 40
Figure 28: Share in value In Russia imports 2018 ...................................................................................... 41
Figure 29: Segmentation steps and final reached segments ..................................................................... 42
Figure 30: Jordanian Dates positioning factors ........................................................................................... 49
Figure 31: Distribution of date- palm producers in Jordan according to farm size jordan valley , 2016 . 57
Figure 32: Distribution of date- palm producers in Jordan according to farm size Azraq ,2016.............. 57
Figure 33: Jordan exports projection ............................................................................................................ 61

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Tables

Table 1: World imports of HS code 080410 fresh or dried dates in US Dollar thousand ............................6
Table 2: World exports of HS code 080410 fresh or dried dates in US Dollar thousand ......................... 10
Table 3: Export volume tonnes of fresh or dried dates from Israel. ........................................................... 16
Table 4: Export value (thousands USD) of fresh or dried dates from Israel............................................... 16
Table 5: Export volume (tonnes) of fresh or dried dates from Palestine.................................................... 19
Table 6: Export volume for fresh or dried fruit from the United State of America. .................................... 20
Table 7: Main segmentation factors in this study........................................................................................ 27
Table 8: Muslim population by country by population 2020....................................................................... 28
Table 9: Consumption of dried fruits in Germany in 2016.......................................................................... 33
Table 10: Average dates consumption Kg/ year per capita 2019 ............................................................ 35
Table 11: Market shares of the world of HS code 080410 fresh or dried dates ...................................... 37
Table 12: Fresh or dried dates imported Qty by the Organization of the Islamic Cooperation (OIC) ........ 37
Table 13: The highest 10 countries in the MENA region that import dates in 2018 ................................ 38
Table 14: Segment size calculation .............................................................................................................. 44
Table 15: Market attractiveness vs Jordan competitiveness...................................................................... 45
Table 16: The 11 factors consumers consider when buying fresh fruits and vegetables ........................ 47
Table 17: General Export recommendations for Jordanian companies ..................................................... 53
Table 18: Investment estimation – sector level........................................................................................... 58
Table 19: Investment estimation – firm level .............................................................................................. 60
Table 20: Nutrition facts dates, Mejhoul ...................................................................................................... 76

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Foreword

This study comes after the significant increase in the areas planted with Date palms in Jordan,
and after Jordan listed as date producing country.
The study aims to identify the location and the positioning of Jordanian dates in the global
market and targets the market’s most in demand for these type of dates, as well as identifying
the segments of society most in demand for this type of food.
Are they young people, adults, women, men or children?
The study also aims to identify the most purchasing power markets of this type of dates, and
then identify the priorities entering or expansion business on some other markets according to
the parameters mentioned above.

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Acknowledgements

On my behalf and on behalf of the Jordan Dates Association and its members, we extend our
sincere thanks and appreciation to the Food and Agriculture Organization of the United Nations
(FAO) and its office in Amman for their support for this important study, which comes at the
right time for the date palm sector in Jordan, especially after Jordan entered the list of date-
producing countries. Access to the most important and demanded markets in light of the high
competition witnessed by the Mejhoul dates sector after the entry of new countries into the
list of producing countries and in light of the expansion witnessed by this category locally and
abroad.
Likewise, in light of the increased interest in food security globally and the focus on the fact
that dates have become important in addressing hunger and poverty as a result of their high
nutritional value, especially in areas where their cultivation is widespread, where poverty and
hunger rates increase.
The association also extends its thanks to the study team, which provided very important
information for the dates sector in Jordan, stressing our high appreciation for the role of FAO
in agricultural development, combating hunger and poverty, and achieving food security.

Anwar Haddad

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Abbreviations and acronyms

ACC Agricultural Credit Corporation

ADFSC Abu Dhabi Farmers Service Centre

CBI Fresh Fruits & Vegetables Jordan project

CMC Competence Management Consulting

EBRD European Bank for Reconstruction and Development

FAO Food and Agriculture Organization of the United Nations

GCC Gulf Corporation Council

GIZ Deutsche Gesellschaft für Internationale Zusammenarbeit

GNI Gross National Income

HACCP Hazard Analysis Critical Control Point

IFAD International Fund for Agricultural Development

ITC International Trade Centre

JEA Jordan Exporters' Association

JEBA Jordan Europe Business Association

JEDCO Jordan Enterprise Development Corporation

JFDA Jordan Food and Drug Administration

JFU Jordan Farmers Union

JIC Jordan Investment Commission

JODA Jordan Dates Association

MENA Middle East and North Africa

MITS Ministry of Industry and Trade

MOA Ministry of Agriculture

NARC National Agricultural Research Centre

OIC Organization of the Islamic Cooperation

ROI Return on Investment

STP Segmentation, Targeting and Positioning

USP Unique Selling Proposition

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Executive summary

This study set out to establish a market positioning strategy for the Jordanian date products
through conducting market, competition and trade analysis, identifying Jordan’s competitive
advantage and unique selling propositions (USPs) in the date’s sector, performing demographic,
geographic and behavioural segmentation of the date’s sector in Jordan, and establishing
targeting, and positioning strategy for the Jordanian date’s sector.
The technical approach followed in this study was an outcome-oriented and integrated framework
approach tailored to suit the required specific objectives, and was based on synthesis, analysis, and
interpretation of information gathered regarding the target market from various sources. The study
started with a detailed desk research, market and competition analysis, followed by a comprehensive
identification of the competitive edge and unique selling propositions (USPs) and their linkages to the
target markets. Upon completion of the USPs’ identification, a complete segmentation and targeting
analysis was performed taking into consideration the demographic, geographic and behavioural
segments’ descriptors. The study was concluded by establishing a positioning strategy for the Jordanian
dates’ sector along with complete details on investment points and cost-benefit analysis of each
recommendation related to the positioning strategy.

This study concluded that the combined untapped import potential is estimated to be worth
more USD 235 million. This represents opportunities for dates producing countries such as
Jordan, who can benefit from zero tariffs under the Greater Arab Free Trade Area agreement. In
fact, the emerging markets have increased the potential size and worth of current major
international trade. The study also identifies the Industry trends as religiously like Ramadan,
healthy food and healthy snacks, vegan, busy lifestyle - Energy food, and convenience food. In
terms of competition analysis, the study found out that the main competitor countries for the
Mejhoul dates production are: Israel, Palestine, the United States of America, South Africa and
Namibia(we call it later as Mejhoul main producing countries ), and concluded that the
Jordanian dates are considered unique in several selling propositions, which can be highlighted
as follows: i) The Unique climatic condition in the Jordan Valley for Mejhoul date production, ii)
Jordan is producing Mejhoul dates which is king of dates, due to their global availability, iii)
Mejhoul nutrition, iv) labour cost in Jordan is considered low, v) Jordanian companies are
flexible in providing different design and sizes for the packages, vi) Knowhow of Mejhoul
production and experience of Jordanian farmer to produce high quality and demand oriented
quality, and vii) Geographical location of Jordan which positioned in the Middle East. Moreover,
this study identified the main and potential segments for the Jordanian dates. Jordanian firms
should focus on the Islamic markets in the (Islamic and Arabic countries in the MENA region
and the ethnic – Islamic market in the European Union). These markets are considered as
competitive for the Jordanian Mejhoul dates, whereas other Mejhoul producing countries are
focusing more on the non-Islamic countries and markets. Considering targeting, these targeted
customers consume dates as raw dates and are interested in premium quality Mejhoul dates,
therefore; the product packaging is retail packs for end customer (business to customer).
The study finally determined the most important factors that should formalize Jordan date’s
positioning strategy as follows: first quality dimensions (freshness, appearance, size and
packaging), second health, third Origin, and lastly Variety. Additionally, a list of recommended
actions in relation to the final positioning strategy were identified with a detailed cost/benefit
for each investment points was conducted. Two different growth assumptions were simulated
and according to the detailed cost/benefit analysis, the return on investment (ROI) for
implementing the positioning strategy and the related recommendations will be 169 percent,
334 percent, respectively. This is considered very profitable and worth the investment.
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1. Introduction

Businesses may not be able to satisfy all their customers, every time for every sector. It may
prove difficult to meet the exact desires of each individual customer. Consumers globally do
not have identical preferences, so hardly does one offering completely satisfy everyone.
Therefore, many companies may usually adopt a strategy that is known as target marketing
and positioning. This strategy involves dividing the market into profitable segments and
developing competitive products or services to these segments.
A target marketing and positioning strategy is focused on the customers’ needs and wants.
Hence, a prerequisite for the development of this customer-focus strategy is the specification
of the target markets that the enterprises will attempt to serve.
The dates sector is an important business sector for Jordan because of its potential to
contribute to Jordan's economic growth, to increase livelihoods for farmers and workers
including women and to adhere to water efficient practices. It is very important that Jordan
position this sector competitively among global direct and non-direct competitors.
The Jordanian dates’ sector is represented by two types of dates; “Barhi” and “Mejhoul”. The
"Mejhoul" dates have experienced a quantum leap in the worldwide demand of dates, due to
its taste and texture that is easily digested by the global consumer, along with "Al Barhi" class
which enjoys the advantage that its production season begins after the production season of
the other types of date ends. These two varieties of dates are distinguished by the fact that
most of their sugar’s content is mainly glucose and fructose sugars and not the
monosaccharides (i.e., sucrose) which have a negative effect on blood sugar levels. The
“Mejhoul " dates also contain high levels of potassium, phosphorus, vitamins A and B,
antioxidants and phenols, as well as high levels of magnesium and manganese.
The Barhi is a very soft date that is oval in shape, and extremely sweet. It’s also a rich source of
fibre, iron, potassium, B-vitamins, flavonoids and antioxidants. This little-known date is starting
to make a name for itself. Each year, more Barhi dates are sold than the year before.
Its success can be attributed to a unique trait that most dates do not have, the Barhi is edible
in three different stages of development, where most dates are only edible in one. The Barhi
dates are mainly sold at the Rutab stage of ripeness, where their skins are thin and crackling,
giving way to a smooth, creamy interior that tastes like brown sugar and caramel. The bad
news is that Barhi dates have a short season and shelf life and are.
Mejhoul is an expensive variety, produced in only a few countries as mentioned above,
Currently, Jordan supplies 14 percent only, but it is expected that production in Jordan and the
Palestinian territories will grow quickly as new plantations reach maturity1. Jordan’s share gives

1 Exporting dates to European Union, CBI, April, 2019

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a very good indication of the dates sub-sector enjoying comparative advantage and highly
competitive edge in the global market.
It is expected that the share of Jordanian production of these dates in the global market during
the next three years will increase as a result of the entry of new areas in production, in addition
to the continued momentum of expansion of cultivation and production of varieties of
"Mejhoul" and "Barhi", and the high return of dates from the productivity of cubic meter of
water several times compared to other fruits and vegetables. The date palm subsector is
considered one of the highest subsectors which have the potential to employ trained and
skilled labour throughout the year and not only in the seasons. The current number of
estimated job opportunities in the date palm subsector is nearly 5 000 jobs, in which women
constitute more than 35 percent of the total jobs in this subsector.
This sector also can use modern techniques and mechanization of production and post-
production processes. There are several farms that have been certified by the GLOBAL GAP,
HACCP, ISO 22 000 and other international quality certificates. There is continuous
development and modernization by farmers in production and post-harvest techniques.
According to latest export development projects performed to help the Jordanian
manufacturing sectors to export their products to the European Union, and depending on a
preliminary competitiveness analysis conducted by experts, food processing sector – dates
subsector is found to be potentially competitive and has high chances to export their products
to potential buyers and markets. However, as highlighted above, Barhi dates are too delicate to
be commercially shipped and thus they are more likely to be shipped to neighbouring countries
such as Lebanon, Syrian Arab Republic and Iraq. On the other hand, Mejhoul dates are
considered to be one of the most expensive types of dates; they’re known to be more
consumer-preferred.
In 2017, Jordan exported USD 12 816 thousand of dates2. This is considered very low when
comparing this amount with similar countries’ exports of dates although Jordan is known for its
very high-quality types of dates (Mejhoul). These numbers show that Jordan has a high
opportunity to increase its date’s capacity to exports and get much higher export market share.
One of the main stakeholders of the dates subsector in Jordan is the Jordan Dates Association
(JODA), which was established in 2005 as a non-profit non-governmental organization (NGO) to
help in reaching an organized sector by supporting the sector in producing high quality dates
and achieving a significant share of the international market. JODA is currently working on a
project that aims to build a new strategy that reforms their goals to tackle the sector’s
challenges and further support Jordanian date palm producers in reaching global markets. This
new strategy covers several objectives including but not limited to building a national strategy
to produce higher quality and market Jordanian dates as to increase the volume and value of
exports by preserving the current markets and opening new international markets in order to
achieve sustainability and increase the added value of the Jordanian dates. In addition, it
promotes research and development by setting an integrated research and extension program
aimed at implementing applied research to address the production problems experienced by

2 www.trademap.org

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palm farmers and transferring the results of research, innovations and modern techniques to
farmers. Optimizing the natural resources, especially water, and raising the efficiency of using
them to increase the productivity in terms of value and quantity and the production of dates in
a sustainable manner.
This study aims to understand the dates sector existing market situation and analysing its
competitive offering compared to the world offering; this will be achieved through conducting
market research and understand the Jordanian dates competitive edge and define its unique
selling proposition (USP) among international competitors offering. This will assist in directing
the sector producers towards penetrating the international market competitively. In order to
define that, a three-step process will be followed:
First step - segmentation: Segmenting the market to groups of customers that has common
need and has demand on dates based on clearly defined segmentation factors. This will make
it better to focus on the market segments that has demand in order to understand its needs
and expectation, in addition, defining the competition offering.
Second step - targeting: Selecting out of the defined market segments in step one that has
high demand to Jordanian dates’ offering, and could appreciate Jordan dates offering, a further
in-depth research to be conducted to understand the consumers within these target groups to
understand their buying behaviour and needs. Furthermore, to research the competition
offering to these target segments and look for gaps in the market demand.
Third step - positioning: Based on step one and two, a sweet spot will be identified in the global
market for Jordanian dates’ offering based on competitive factors appreciated by the targeted
consumer groups to buy, and to have more competitive offering.
The result of this study will support Jordanian producers in understanding and matching
between their products' USPs and their attractive target markets. This provides the dates
companies with a great opportunity to set their priorities and start arranging to target specific
attractive markets with the most suitable dates products, and this will ultimately result in
opening new doors for expanding their export markets and eventually flourishing their revenue
and business.
This study will add value as a direction to the sector strategy in accessing the international
market competitively, and even to the local market growth developed by JODA.

2. Objectives of study

The overall objective of this study is to develop a market positioning report for the Jordanian
date products. This will be achieved through working on the following specific objectives:

 Performing market and competition analysis, trade analysis, and export market position.
 Identifying Jordan’s competitive advantage and USPs in the date’s sector.
 Conducting demographic, geographic and behavioural segmentation of the date’s
sector in Jordan.

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 Establishing targeting, and positioning strategy for the Jordanian date’s sector.

The main deliverable of this project is a comprehensive report detailing the positioning of the
Jordanian date products. The report will include an STP analysis, target market identification
and USPs determination.

3. Methodology

The technical approach and methodology

applied in this analysis is an outcome-oriented Desk research, market and competition analysis
and integrated framework approach tailored to
suit the required specific objectives. This study is
based on synthesis, analysis, and interpretation
of information gathered regarding the target Competitive advantage and USPs
market from various sources.

1. Conduct a detailed desk research, market

and competition analysis. Segmentation, targeting and demand
Desk research has been made of the global analysis
economic conditions and other economic
indicators and factors to assess their respective
impact on the market historically in order to
investigate the market analysis including leading Positioning strategy
date’s growing countries, the global trade flow,
trade analysis, industry trends, direct
Figure 1 Methodology Flowchart for establishing a positioning
competitors, and competition analysis including strategy for the Jordanian Date
global export market versus Jordan’s export
market and the world’s imports and Jordan’s exports comparisons in terms of value, quantity,
and unit price.

2. Identify the competitive edge and unique selling propositions (USPs) and to link them to
the target markets.
The identified USPs differentiate the Jordanian date products from their competitors, such as
the lowest cost, the highest quality or the first-ever product of its kind. A USP is furnished as
“what Jordanian dates producers have that competitors do not.”
3. Perform complete segmentation and targeting analysis.
This analysis focuses on specific that have more importance according to the supply/demand
analysis. Segmentation is focused into three main categories; demographic (i.e., religion,
income rate, and age), geographic and behavioural. Analysis will also outline the main Industry
trends and targeted markets consumer behaviour.
4. Establish positioning strategy.

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Depending on the segmentation and targeting analysis and the identified USPs, a positioning
strategy is established in order to determine the recommendations to the targeted segments
and markets according to the USP of the Jordanian date products and to outline what a date
company should do to market its product or service to its customer. Details on investment
points and cost-benefit analysis of each recommendation will be provided. Throughout the
different phases the analysis, ideas and recommendation were discussed with the related
stakeholder(s) listed in Annex 1.

Market analysis

Studying the world exchange of dates between countries is considered important since it gives
a wider image on the current situation of the demand and the main countries that consume
dates. The world’s import and export are considered the first step in identifying the
segmentation for any product.

3.1. Leading date growing countries

Studying the leading countries in growing dates, JODA can conclude that the trade of dates is
led by Egypt; following is Islamic Republic of Iran and Saudi Arabia. These three countries have
the needed weather conditions to grow good quality dates; they contribute to the world’s export
volume of dates by almost 19.5 percent.
Egypt is the world leader in date production and cultivation. Each year, this country produces
approximately 1 084 529 metric tonnes of dates. This represents a little over 17 percent of
global date production but only 3 percent of world exports. Egypt has increased date cultivation
by more than 100 percent since 1993 and currently has an estimated 15 582 000 date palm
trees. Just over half, 53 percent, of exported Egyptian dates are imported by Morocco; this is
followed by Indonesia (24 percent) and Malaysia (15 percent). The total export value is around
USD 41.8 million.
Following Egypt, Islamic Republic of Iran produces 947 809 metric tonnes annually. Despite
this large production rate, it only accounts for approximately 7.7 percent of total world
exports. The majority of Islamic Republic of Iran’s date exports go to Asian countries. The
biggest importers are India (16 percent) and Malaysia (11 percent). Russia follows by
importing 9.9 percent of Islamic Republic of Iran’s exported dates.

The third largest producer of dates is Saudi Arabia. This country has the perfect conditions for
date growth and cultivation, producing 836 983 metric tonnes per year. Nearly 388 000 acres
across the country are dedicated to date palms and its fruit production. This country exports
approximately 8.8 percent of the world’s dates, which totals around USD 94.3 million. The
primary importers of these exports are Jordan (19 percent), Yemen (17 percent), and Kuwait
(15 percent).

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A list of these and other top date producing countries and their annual outputs of the fruit can
be found in Annex 2.

3.2. Trade analysis

The growth of emerging markets for the dates (e.g., India, Morocco, United Arab Emirates, and
France) has promoted international trade in several ways. The emerging markets have
increased the potential size and worth of current major international trade. Table 1 shows the
world’s imports of dates which valued USD 1 741 420 Thousand in 2018, as can be seen in
2018, India is considered the main importer with a value of USD 256 648 Thousand, followed
by Morocco, United Arab Emirates , France and United States of America.

Table 1 World Imports of HS Code 080410 Fresh or dried dates in US Dollar thousand3

Importers*/ Year 2014 2015 2016 2017 2018

India 199 447 188 707 211 148 241 745 256 648
Morocco 105 367 109 788 96 170 115 543 171 229
United Arab Emirates 112 127 114 729 118 832 152 825 107 195
France 78 164 73 473 77 616 89 215 100 172
United States of America 46 348 60 292 49 707 49 703 98 909
Germany 41 021 46 449 49 583 60 852 68 259
Indonesia 37 170 29 728 32 929 53 628 63 760
United Kingdom of Great Britain
52 063 52 881 56 094 58 233 63 403
and Northern Ireland
Canada 33 791 36 185 38 256 45 609 49 641
Turkey 19 003 20 176 36 475 51 309 47 738
Malaysia 55 761 45 977 42 197 54 441 47 099
Netherlands 23 434 25 031 31 482 36 094 46 174
Italy 27 709 29 227 29 100 31 583 33 493
Spain 26 211 21 578 26 775 31 040 32 459
Bangladesh 17 999 21 884 28 174 31 200
Kuwait 15 269 14 943 16 316 20 762 29 232
Russian Federation 25 837 19 030 22 119 28 823 28 452
Iraq 69 14 514 15 091 18 604 28 120
Qatar 11 103 15 838 26 361
Oman 11 727 12 981 11 296 7 159 23 211
Yemen 18 625 18 767 11 900 11 610 22 750
Jordan 31 232 20 841 21 103 21 724 19 509

Dates – which comes in hundreds of varieties – also play a significant role in the economy of
many of the countries along the Fertile Crescent. In 2016, the global trade in dates, either
fresh or dried, reached USD 1.4 billion, a five-fold increase since 2001. Moreover, in 2012-
2016, the trade in dates increased at an average rate of 14percent. In fact, in 2016 the

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combined exports of dates from the MENA region totalled USD 1.12 billion, accounting for 77
percent of the global exports.
Tunisia is the world’s biggest exporter of dates in value. In 2016, it exported around USD 227
million worth of dates or 16 percent of global exports. Islamic Republic of Iran (USD 209
million), the United Arab Emirates (USD 160 million) and Saudi Arabia (USD 142 million) are
other large exporters with exports of dates. However, in terms of volume, Iraq is the biggest
exporter of dates, with more than 321 000 tonnes. The United Arab Emirates is ranked second
with around 276 000 tonnes, while Islamic Republic of Iran is ranked third, exporting 209 000
tonnes.
The world’s biggest importer of dates is India. In 2016, it imported USD 211 million worth of
the fruit. The United Arab Emirates and Morocco are also key markets, with imports valued at
USD 119 million and USD 96 million respectively. However, according to the Food and
Agriculture Organization of the United Nations, Egypt is the largest producer of dates in the
world with around 17 percent of global production. Despite its large production, Egypt accounts
for less than 3 percent world exports of dates. At 15 percent, Islamic Republic of Iran is the
second-biggest producer of dates and Saudi Arabia is ranked third, accounting for 14 percent
of production.
According to ITC’s Export Potential Map, the markets with greatest potential for date exports in
the MENA region are the United Arab Emirates and Morocco. The combined untapped import
potential is estimated to be worth more USD 235 million. This represents opportunities for
dates producing countries such as Egypt, Saudi Arabia and Tunisia, who can benefit from zero
tariffs under the Greater Arab Free Trade Area agreement.

3.3. Industry trends

Dates are to be found in the Islamic countries, where they form part of the diet and are
accordingly to be seen at many feasts, particularly during Ramadan, and European Union
sizeable Islamic population can always be expected to affect date consumption during this
time. Ramadan is the ninth month on the Islamic calendar and Muslims observe it as a month
of fasting, prayer and reflection with a heavy emphasis on family, community and charity.
The meal that breaks the fast (Iftar) and it is begun by eating three dates because tradition
holds that the prophet Mohammed broke his fast with three dates and water. Because the
Ramadan fast lasts for so many hours during the day, the body can develop mild health
problems such as headaches, low blood sugar, and lethargy. To avoid such problems, one
should carefully monitor their eating habits once fasting for the day has ended. When it
coincides with the date season, there is a very marked upsurge in demand.
Traditionally in European Union, dates were predominantly consumed by communities
originally from the Middle East and North Africa region – ethnic/Islamic markets. Consumption
is still particularly high during Ramadan, as mentioned above.

Dates are an excellent source of fibre, sugar, magnesium, potassium, and have carbohydrates
which will aid the body in maintaining health. The carbohydrates found in dates also make the

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fruit a slower digesting food, much better than fried or fatty foods which digest fast and leave
one hungry for more!
Due to their high natural sweetness, date products are often used instead of honey. Date sugar
is available as a more wholesome natural sweetener as well as date syrup, which can be used
to sweeten desserts or beverages. Dates are also a common addition to energy bars due to
their sweetness and high nutritional content.
The busy lifestyles of modern consumers are one of the key factors for growth of portable
snack foods which offer both nutrition and convenience, including fruit snacks, snack bars,
packs of dried fruits and nuts, and healthy biscuits Producers also boost category’s growth by
continuing to innovate with healthier products, more portable or mini-sized packaging and
different flavours.
Consumers, too, are looking more closely at nutritional value and aim to choose products with
the lowest sugar and fat content. Similarly, healthy convenience foods, such as cereals and
yogurt supplemented with dried fruits, nuts and seeds, are slowly becoming more common
than less healthy convenience foods. Although products in this category are generally more
expensive, expansion of the economy and high levels of consumer confidence allowed the
category to bloom. One of the major trends observed in the global date palm market is
increasing demand for organic dates among consumers, organic segment is dominating in the
global market in terms of revenue share.
Eating dates found to offer some protection from colon, prostate, breast, endometrial, lung,
and pancreatic cancers. Zea-xanthin protects against age-related macular degeneration,
especially in elderly populations. Dates also have the unique distinction of being the only food
to contain flavonoid sulphates.4

Dates on the Shelf (Germany 2020)

4 https://helda.helsinki.fi/bitstream/handle/10138/42985/Jain._Health_benefits.pdf?sequence=2

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However, more recently, dates have become more popular among other European Union
communities as well. This is driven by the trend towards healthier living. In general, dried
fruits are increasingly replacing unhealthy snacks such as cookies and chips. dates are one of
the new superfoods on the German market and there is a vast amount of information about
the fruit’s acclaimed health benefits. More and more, consumers eat dates as a healthy
snack.

For example, In Germany, dried fruits are often used as a substitute for breakfast and lunch
when on-the-go as convenient snacks. Alternatively, dried fruits are used to supplement
breakfast cereals, which have grown in popularity because of busy lifestyles of Germans.
Germany is one of the main markets for breakfast cereals with approximately 20 percent
share of the European Union market, which makes it the second largest market in the region.5
Consumption of healthy cereal and energy bars supplemented with dried fruits and nuts is
increasing as well.

Dates are promoted as a good source of calories and energy, because they have a high
carbohydrate content. They also contain dietary fibre and are a source of minerals, such as
potassium, calcium, magnesium and phosphorus. They have a low sodium content.

The vegetarian and vegan sectors is one of the fastest growing in India and the European
Union market. These diet choices are particularly common among younger generations, 16-24-
year-old. However, vegetarian and vegan sectors are growing also because of the general trend
towards natural, unprocessed and wholesome products. Many European Union consumers opt
for vegetarian and vegan products due to perceived superior healthiness and a lesser number
of additives, as well as impact on the animal wellbeing.
A high expatriate population, rising number of working couples and hectic lifestyles are driving
demand for packaged food in the world. Growing popularity of modern retailing has
strengthened the demand of private label products. As consumers are becoming more price
sensitive, retailers including large supermarkets, hypermarkets and even discounters continue
to invest in private labels, which have emerged as an important source of revenue with high
margins.

3.4. Competition analysis

Building on that, the global market analysis studied, this section aims at providing a
competitive analysis of the dates sector in Jordan to provide a complete image of the current
position of dates and in order to understand the trade dynamics of dates in Jordan and to set a
strategy for the positioning of dates in Jordan. Competition analysis identifies the major
competitors that helps create solid business strategies for the sector in Jordan.

5 Centre for the Promotion of Imports (2016). CBI Channels and Segments: Edible Nuts and Dried Fruit in European Union. Available at:
https://www.cbi.European Union/sites/default/files/market_information/researches/channels-segments-European Union edible-nuts-dried-
fruit-2016.pdf 74 International Nut & Dried Fruit Council (2017). Nuts and Dried Fruits. Statistical Yearbook 2017/2018. Available at:
https://www.nutfruit.org/files/tech/1524481168_INC_Statistical_Yearbook_2017-2018.pdf

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To understand the world trade of dates, an analysis of the world’s exports was conducted,
Table 2 shows the world exports of dates in thousand USD. The total export value in the world
in 2018 for the dates is USD 1 954 478 thousand, among these the main country that exports
the most is Islamic Republic of Iran, Tunisia and so on while Jordan is ranked sixteenth with
export value of USD 19 809 thousand in 2018.
Table 2: World Exports of HS Code 080410 Fresh or dried dates in US Dollar thousand

Exported Exported Exported Exported Exported

Exporters* value in value in value in value in value in
2014 2015 2016 2017 2018
Islamic Republic of Iran 226 174 232 981 208 548 250 492 338 348
Tunisia 229 118 227 010 226 612 229 990 321 864
Saudi Arabia 129 670 136 264 141 564 182 379 201 393
United Arab Emirates 165 660 171 897 160 215 167 522 197 553
Israel 150 624 138 724 141 535 181 231 160 726
Pakistan 79 976 83 214 102 596 107 488 112 731
Algeria 39 004 34 798 37 502 52 337 108 997
Iraq 6 309 108 306 116 542 146 564 107 872
United States of America 47 339 54 900 58 681 58 297 66 141
Egypt 47 319 33 027 41 167 32 633 49 729
France 33 609 34 461 37 706 41 206 42 289
Netherlands 24 112 26 135 29 055 35 296 38 464
Germany 15 012 16 010 20 656 23 202 27 600
Palestine, State of 9 312 11 799 14 995 19 910 24 693
Mexico 12 178 6 991 8 037 11 997 20 203
Jordan 8 619 8 412 12 996 12 834 19 809
Oman 11 364 11 982 12 650 6 512 15 125
Turkey 7 068 8 477 9 358 7 807 10 895

Figure 3 shows Jordan exports compared to the five top countries in exporting dates of HS
Code 080410 Fresh or dried dates to the world. Jordan has a long way to go, yet have the
opportunity to increase its sales.

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Figure 2: Jordan Exports compared to 5 top export countries in US Dollar thousand

3.4.1. Jordan export market position

Establishing a valuable position for the Jordanian dates is considered one of the most
important steps relative to improving the competitiveness of the product, it serves as the
guidelines for any dates producers and decision leader to understand the current situation in
reference with the international markets.
Mejhoul dates have a higher return on investment value since its selling price is considered
one of the highest for all types of dates, also the Jordanian producers tend to prefer Mejhoul
over Barhi since the potential of exporting Mejhoul dates is higher due to their longer shelf-
lives. As a result, when studying the trade dynamics of dates, it mostly represents the Mejhoul
exports and imports rather than Barhi which forms a very small percentage of the exporting
volume.
Studying Jordan export market position is built upon several main steps that includes studying
the following; Global Export Market Vs Jordan Export Market, World’s imports and Jordan’s
exports value comparison, World’s imports and Jordan’s exports quantity comparison and
World’s imports and Jordan’s exports unit price comparison. These steps which will play a
major role in understanding the current export market position of Jordan in the world and the
growth status of the Jordanian dates’ products.

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Global Export Market Vs Jordan Export Market

A thorough analysis of the world’s imports and Jordan’s exports of dates was conducted in
terms of value and quantities. This analysis took into consideration the data of a 5-year period
(years: 2014, 2015, 2016, 2017 and 2018). The data used in this analysis were collected
from the International Trade Center. Upon the analysis of the data, different scenarios were
projected in order to observe and forecast the potential growth in the next three years (up to
2023).
World’s imports and Jordan’s exports value comparison
When comparing World’s imports and Jordan’s exports value, as given in Figure 4, it was
observed that:

Figure 3: World's imports and Jordan's exports value comparison

 The value of Jordan exports of dates increased by 130 percent during the period 2014
and 2018.
 The average annual growth rate in the value of Jordan’s exports of dates is 26 percent.
 The value of the world imports of dates increased by 42 percent during the period 2014
and 2018.
 The average annual growth rate in the value of the world’s imports of dates is 9 percent.

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World’s imports and Jordan’s exports quantity comparison

When comparing World’s imports quantity and Jordan’s export quantities, as presented in
Figure 5, it was observed that:


Figure 4: World's imports quantity vs. Jordan's export quantity of dates

 The quantity of Jordan exports of dates in tonnes increased by 57 percent during the
period 2014 and 2018.
 The average annual growth rate in the quantity of Jordan’s exports of dates is 15
percent.
 The value of the world imports of dates increased by 20 percent during the period 2014
and 2018.
 The average annual growth rate in the quantity of the world’s imports of dates is 5
percent.

World’s imports and Jordan’s exports unit price comparison

When comparing World’s imports unit price and Jordan’s export unit price (USD/kg), it was
observed that Jordan has a higher price in terms of the unit price, this is explained by the fact
that Jordan exports Mejhoul dates which is considered highly priced compared to other types of
dates whereas the world’s import unit price is measured on all types of dates as presented in
Figure 6.

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Figure 5: World’s imports and Jordan’s exports unit price comparison

Jordan dates exports have increased from 2014 to 2018 as shown in Figure 7. Dates exports
were mainly to Qatar, United Arab Emirates, Morocco, Lebanon, and France6 as shown in
Figure 8.

6 ITC calculations based on UN COMTRADE and ITC statistics

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Figure 6: Jordan Exports of HS Code 080410 Fresh or dried dates in US Dollar thousand

Figure 7: Jordan Exports per country of HS Code 080410 Fresh or dried dates in US Dollar thousand

Based on the above analysis, it’s concluded that Jordan’s average growth rate in terms of value
is 2.77 times faster than the worlds. In addition, it’s concluded that Jordan’s average growth
rate in terms of quantity is 3.03 times faster than the world’s and in terms of unit price
(USD/kg) 2.14 times faster than the worlds. This indicates that Jordan has a high
potential/opportunity to penetrate new markets and increase the current market size since the
exports growth rate of Jordan in Mejhoul dates is higher than the world’s imports growth rates.

3.5. Direct competitors

The following analyses of the main competitors are found through the desk research
conducted using the data provided by the international trade centre7. Referring to the fact that
Jordan exports Mejhoul dates and Barhi, it is worth noting that when it comes to Mejhoul dates’
planting, there are unique climate conditions required to grow high quality Mejhoul dates such
as: Long summer days, medium to high temperature, and mild winters without frost and
appropriate humidity ratio of 40-50. These conditions help trees achieve optimum growth,
flowering, and fruiting. These conditions were only found to be available in two locations which
are: Jordan Valley and California, United Stated of America.
Building on the aforementioned fact, the main competitor countries for the Mejhoul dates
production were found to be Israel, Palestine, the United States of America, South Africa and

7 ITC calculations based on UN COMTRADE statistics.

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Namibia. The main competitors are more thoroughly analysed in the following section, the
exported quantities of dates from these competitors in the period of five years (from 2014 to
2018) was studied to provide a better understanding of the export trends.
3.5.1. Israel
Three out of every four Mejhoul dates consumed in the world last year were grown. It annually
produces between 65 percent and 75 percent of all Mejhoul dates exported globally, and dates
have become a true bonanza for the agriculture sector there. It alone produces approximately
40 000 tonnes of dates annually, a 70 percent increase over the last decade, and the sector is
on the rise. Table 3 shows the export volume of fresh or dried fruit in 2014, 2015, 2016, 2017
and 2018.
Table 3: Export Volume Tonnes of fresh or dried dates from Israel.

Product: 080410 Fresh or

dried dates 2014 2015 2016 2017 2018
exported

World 65 123 44 933 66 965 53 041 41 597

From the data in Table 3, it can be observed that the country is considered one of the main
competitors in the exported quantities, however it is noted that the exported quantities in the
studied period decreased with 36 percent, to understand this fact a further study was
conducted, Table 4 shows the value of imports of Mejhoul dates and the export value for fresh
or dried fruit.
Table 4: Export value (thousands USD) of fresh or dried dates from Israel.

Product: 080410 Fresh or

dried dates 2014 2015 2016 2017 2018
exported
World 150 624 138 724 141 535 181 231 160 726

From the data in Table 4, we can see that the value of exports increased meanwhile the
volume decreased this can be justified by the difference in unit price, it is focusing more on
producing higher quality products this is reflected due to the demand of clients' wishes (large
soft fruit with a moisture content of about 20 to 26 percent), Mejhoul is a soft and delicate fruit
with a thin skin, requiring careful treatment.

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The exports annually over USD 150 million to European Union countries. European Union
imports a gradually increasing amount of dates, reaching 118 thousand tonnes or EUR 273
million in 2015. France, UK and Germany are the main import markets for dates. An attractive
product in terms of export performance to the European Union are dates, both fresh and dried
dates are mainly exported to the UK, France and Germany. Companies sell their products
mainly as B2B packages and they are more focused on the organic dates.

https://www.sadaf.com/products/organic-medjool-date-56-6862

Figure 9 shows the main importing markets. From this figure, we can recognize that the
majority of the production is sold in the European Union (UK, Netherlands, Spain and Turkey)
and Russian Federation.

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Figure 8: Importing markets for a fresh or dried date’s product exported by Israel

3.5.2. Palestine
Palestine exportation accounts for about 70-80 percent of their
product and their main markets are located in 22 countries around
the world. They export to North America, European Union countries
such as Italy, Sweden, France, and the United Kingdom of Great
Britain and Northern Ireland, Australia, India and South East Asia,
and the Middle East.
Palestine’s companies export their class a date boxes in a variety
of weights and sizes, ranging from boxes of 250 grams to boxes of
5 kilos, and they also do private label for many big costumers.

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Table 5 : Export Volume (Tonnes) of fresh or dried dates from Palestine.

https://www.amazon.com/Palm-Garden- PALESTINE-Medjool-dates/dp/B085CMWGG3

Product: 080410 fresh or dried 2012 2013 2014 2015 2016

dates exported by Palestine

World 1 591 2 873 4 026 3 822 7 095

Figure 9 list of importing markets for a fresh or dried dates product exported by Palestine
By analysing the data in Table 5, several facts could be highlighted. The production of the
dates increased with 140 percent in five years (from 2012 till 2016), this can be explained
with the fact that the Palestinian Mejhoul date industry is relatively new compared to other
major date producers, the palm trees that supply the date industry in Palestine are six to seven
years old on average, this high rate of increase is justified in the first years but in current period
the product yield sees approximately 20 percent growth, this means that while 2018 the
harvest yielded around 9 500 tonnes of dates, in 2019 the country harvest around 12 000
tonnes. These growth projections should hold true for at least the next five year8. Figure 10
illustrates that the majority of the Palestinian production is exported to the United Arab
Emirates, Turkey and United Kingdom of Great Britain and Northern Ireland.

8 www.freshplaza.com

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3.5.3. United States of America

Fresh dates in the United State of America are commonly sold locally through farm stands,
farmers’ markets, specialty grocery stores, and Middle Eastern markets. They can also be
purchased online.
To further add value, dates are often processed. They can be processed by completely drying
them, or they can be made into products such as baked goods (bars, cookies, etc.),
concentrate, date pieces, paste, pitted dates, syrup, and more. These products and by-products
could be listed as follows:

 Pitted pressed dates.

 Date paste.

 Date syrup (also called dibs or rub).

 Date products resulting from intensive processing.

https://datules.lt/en/product/dattelpaste-16-x-1-kg/

https://www.amazon.com/Dvash-Syrup-Squeeze-Bottle-Non-GMO/dp/B07JHCV1CN

Table 6 shows the export value for fresh or dried fruit from the United State of America.
Table 6: export volume for fresh or dried fruit from the United State of America.

Product: 080410 Fresh or

dried dates exported by 2015 2016 2017 2018 2019
United States of America

World 8 492 8 503 8 868 10 013 14 792

Table 6 demonstrates that the percentage of increase in the export volume from the United
States increased in the period of five years (from 2015 to 2019) with 74 percent.

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Figure 10: Importing markets for a fresh or dried date’s product exported by United States of
America
Figure 11 shows the main market for the dates which are exported from United State of
America, from this figure we can recognize that the majority of the production is sold in Canada
and Australia.

3.5.4. Comparison of Jordan’s date’s sector to its competitors

Currently in Jordan, the cultivated area of the two varieties of "Mejhoul" and "Al-Barhi" in Jordan
is estimated at 35 000 dunams distributed along the Jordan Valley and up to Aqaba in the far
south of Jordan. The number of trees is estimated to be approximately 500 000 palm trees, 90
percent of them are “Mejhoul”.
After analysing Jordan’s competitors in Mejhoul dates production, the current situation of
Jordan’s export of dates will be studied to understand the position of Jordan against the main
competitors. The main importing markets of dates from Jordan in 2017 and 2018 were
studied. Figure 12 shows the quantities in tonnes imported by the main importing countries
from Jordan. From this, it is recognized that the majority of the production is exported to United
Arab Emirates, Lebanon and Saudi Arabia. From Figure 12, it is concluded that the growth rate
of the Jordanian market share in these countries is variant, in some countries such as Qatar,
Egypt and France, the imported quantities increased between 2017 and 2018, other countries
such as United Arab Emirates, Saudi Arabia and Kuwait the imported quantities decreased
between 2017 and 2018. This gives a good indication that Jordanian producers need to

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develop a better product offering by focusing on the unique selling propositions and work on
marketing their products to increase their market share.

2017 Exported quantity, Tons 2018 Exported quantity, Tons

BAHRAIN 227 141

PALESTINE, STATE OF 130 183

TURKEY 171 193

UNITED KINGDOM 145 232

KUWAIT 382 306

FREE ZONES 225 331

MOROCCO 202 388

FRANCE 237 405

SAUDI ARABIA 596 543

LEBANON 579 689

EGYPT 236 752

QATAR 316 842

UNITED ARAB EMIRATES 1197 1165

Figure 11 list of importing markets for a fresh or dried dates product exported by Jordan

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Figure 13 shows the exported quantities (tonnes) in the world from the three competitors and
Jordan in 2015, 2016, 2017 and 2018.

80,000

70,000

60,000

50,000

40,000

30,000

20,000

10,000

0
2015 2016 2017 2018
Exported quantity, Tons Exported quantity, Tons Exported quantity, Tons Exported quantity, Tons

Jordan Israel USA Palestine

Figure 12 Product: 080410 Fresh or dried dates exported by competitors to the world
It is noticed in Figure 13 that there is a fierce competition in the trading of dates in the world.
Therefore; it is concluded that Jordanian producers need to develop a better product offering
by focusing on the unique selling propositions and work on marketing their products to
increase their market share.

3.6. Jordan dates’ competitive advantage - Unique Selling Propositions (USP)

Unique selling proposition is the differentiating characteristic of a product from its competitors,
or simply it can be said to be “what you have that competitors don’t.” Creating a good first
impression and demonstrating for the USP will help to focus on having a quality product, also
identifying the USP will support in educating customers on purchases, it is considered crucial to
capture the customer’s interest at the first moment they land on the websites view or any other
marketing asset.
Jordanian dates are considered unique in several selling proposition, which can be highlighted
as follows:
Jordan is producing Mejhoul dates which is king of dates, due to their global availability,
Mejhoul date is considered one of most expensive type of dates. The biggest difference
between Mejhoul dates and “regular” dates is that they come from different cultivars of the
same plant. Mejhoul dates are picked early in their ripening season, when they are quite soft,
this is why they are included in the “soft” category of dates, along with other cultivars, such as

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Barhi and Halawy. 9The other common form of dates, here referred to as “regular”, are Deglet
Noor dates, which fall in the semi-dry category of dates.
In terms of nutrition, Mejhoul dates are almost identical to Deglet Noor dates, although the
latter tend to have more dietary fibre and less beta-carotene, as well as more lutein, fat, and
protein. The largest difference is their consistency; Mejhoul dates are squishy and easier to
eat, while Deglet Noor’s often have to be soaked in water before they are edible. The Jordanian
dates subsector is considered one of the main subsectors in Jordan which has a good potential
to grow and contribute in enhancing the country’s economy. This subsector has many
competitive edges which distinguish it from other dates sectors in the international countries,
the main competitive edges can be highlighted as following:

 The labour cost in Jordan is considered low in comparison with the above mentioned
competitors, this helps in utilizing manual labour in the different stages in the production
process and most important in the quality check in the grading and sorting, which gives
more accuracy and higher quality rather than the automated system.

 Jordanian companies are flexible in providing different design and sizes for the
packages.
 Knowhow of Mejhoul production and experience of Jordanian farmer to produce high
quality and demand oriented quality.

 The Unique climatic condition in the Jordan Valley such as long summer days, medium
to high temperature, and mild winters without frost, appropriate humidity ratio of 40-
50percent, is considered the most unique climate conditions for Mejhoul date
production. These conditions help trees for optimum growth, flowering, and fruiting,
which results in the producing a premium quality of produced Mejhoul dates with a very
unique taste and texture.

 Geographical location of Jordan which positioned in the Middle East, a recognized

geographical region of south-western Asia, Jordan is a connector for the Middle East,
linking it to the Levant, GCC and North Africa via inland transportation routes. This
location allows an easy access to different countries.

9 https://www.epicurious.com/

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4. Segmentation and targeting

Segmentation, Targeting and Positioning (STP) is a common strategic approach in Modern

Marketing to define strategic growth direction in marketing planning. It is one of the most
applied marketing models in practice. Segmentation, targeting, and positioning together
comprise a three-stage process. First determine which types of customers are in the market
that has demand to our offering, second, we select which of the target segments are best off
trying to serve and, finally, third implement segmentation by optimizing products/services for
that target segments and communicating with competitive offering.
First Step: Market segmentation:
Market segmentation is the first step in determining whom the marketing should target.
Segmentation helps to know which groups exist to identify which groups to target.
The primary objective of using market segmentation is to better understand consumers which
allows to:

 Gain a competitive advantage.

 Break into a new market.
 Improve product development.
 Boost return on investment.
 Optimize customer experiences.
 Improve business focus.
Segmentation is essential for personalization which is essential today as consumers are
constantly seeking new brands that offer personalized.
As illustrated in Figure 15, market segmentation creates subsets of a market based on
demographics, needs, priorities, common interests, and other psychographic or behavioural
criteria used to better understand the target audience. Traditional market segments are
identified using these characteristics;

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Figure 13 Market Segmentation basis

Demographic segmentation
Demographic segmentation sorts a market by demographic elements such as age, education,
income, family size, race, gender, occupation, nationality, and more. Demographic
segmentation is one of the simplest and most commonly used forms of segmentation because
the products and services we buy, how we use those products, and how much we are willing to
spend on them is most often based on demographic factors.
Behavioural segmentation
Behavioural segmentation divides markets by behaviours and decision-making patterns such
as purchase, consumption, lifestyle, and usage. For instance, younger buyers may tend to
purchase energy bars, while older consumer groups may lean towards dried dates. Segmenting
markets based off purchase behaviours enables marketers to develop a more targeted
approach.
Geographic segmentation
Geographic segmentation creates different target customer groups based on geographical
boundaries. Because potential customers have needs, preferences, and interests that differ
according to their geographies, understanding the climates and geographic regions of
customer groups can help determine where to sell and advertise, as well as where to expand
your business.

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Psychographic segmentation
Psychographic segmentation takes into account the psychological aspects of consumer
behaviour by dividing markets according to lifestyle, personality traits, values, opinions, and
interests of consumers. Large markets like the fitness market use psychographic segmentation
when they sort their customers into categories of people who care about healthy living and
exercise.
Based on the market analysis performed we found that the main segmentation factors we
should be focusing on are as follows:
Table 7 main segmentation factors in this study
Segmentation factor Sub factor(s)
1- Demographics a. Religion
b. Income
c. Age groups
2- Behavioural Reasons of consumption
3- Geographic’s Regions

Each of the segmentation factors and sub factors will be explained in the following sections:

4.1. Demographic segmentation

Demographic segmentation occurs according to age, race, religion, gender, family size,
occupation, generation, nationality, income, and education. Demographics can be segmented
in to several markets to help an organization target its consumers more accurately. With this
type of segmentation, an organization can categorize the needs of consumers. In studying the
demographic segmentation two main factors were considered, which are important to
understand the segment demand in the world, these factors are religious and income rate.
Figure 16 illustrates the main demographic segmentation pillars.

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Figure 14: Demographic segmentation

4.1.1. Religion
As the second largest religious following, Muslims are people who believe in and live by the
teachings of Islam. There are over two billion Muslims around the world. Table 8 shows the
Muslim population by Country by population 2020.
Table 8 Muslim Population by Country by Population 202010
# REGION ISLAMIC POPULATION PERCENT OF WORLDWID MUSLIM
POPULATION
1 Asia 954 874 283 51.87%
2 MENA 535 989 745 29.12%
3 Africa 293 262 270 15.93%
4 European Union 254 823 21 1.38%
5 Russian Federation 200 000 00 1.09%
6 East European Union 370 449 6 0.20%
7 United States of America 345 000 0 0.19%
8 Central and North America 216 586 5 0.12%
9 Canada 114 821 3 0.06%
10 Australia 650 000 0.04%
11 Others 158 94 0.00%
Total 184 074 308 7

From the market analysis and trade flow it can be concluded that the main importing countries
of dates are countries with high percentage of Muslims population in relative to other countries

10 https://worldpopulationreview.com

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in the world, since the date palm was mentioned more than any other fruit-bearing plant in the
Qur’an—22 times—is a symbol often associated with Muslims, even as the religion has spread
around the globe and it is part of Muslim upbringing.
According to the Pew Research Centre in 2010, there were 50 Muslim-majority countries, (see
Annex 5). Around 62 percent of the world's Muslims live in the Asia-Pacific region (from Turkey
to Indonesia), with over 1 billion adherents. The largest Muslim population in a country is in
Indonesia, a nation home to 12.7 percent of the world's Muslims, followed by Pakistan (11.0
percent), and India (10.9 percent). About 20 percent of Muslims live in Arab countries. In the
Middle East, the non-Arab countries of Islamic Republic of Iran and Turkey are the largest
Muslim-majority countries; in Africa, Egypt and Nigeria have the most populous Muslim
communities.
Islamic community in European Union11
Muslims are a relatively small minority in
European Union, making up roughly
5percent of the population (around 26
Million in 2016). (Consumption: 6 kg per
person per year) However, in some
countries, such as France and Sweden, the
Muslims’ share of the population is higher.
In addition, in the coming decades, the
Muslim share of the continent’s population
is expected to grow – and could more than
double, according to Pew Research Centre
projections.
As shown in Figure 17, Global ethnic foods
market is projected to grow at a
(Compound Annual Growth Rate) CAGR of
11.8percent during the forecast period.
With the growing immigration rates, due to
employment opportunities, higher
education, and tourism, the demand for
ethnic food has been increasing.
The ethnic food manufacturers are
focusing on the convenience factor, quality Figure 15 Islamic community in European Union
of food, cuisine variants, and packaging
formats of the products. Therefore, with the increasing consumption of nutritious food and
rising capital investment in producing healthy, ethnic-based food, the market studied is
expected to gain traction over the forecast period. The market studied continues to diversify, as

11 https://www.pewresearch.org/fact-tank/2017/11/29/5-facts-about-the-muslim-population-in-European Union/

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consumers continue to experiment with new global cuisines. Some of the niche ethnic food
categories include the Muslims from African and Indonesian cuisines that have been growing
over the recent past.
These demographic shifts have already led to political and social upheavals in many European
Union countries, especially in the wake of the recent arrival of millions of asylum seekers, many
of whom are Muslims. In recent national elections in France and Germany, for instance,
immigration — and particularly Muslim immigration — were top issues.

4.1.2. Income rate

Income targeting measure the buying power of
each segment. Knowing the income range of
the consumers, as indicated in Figure 18, will
allow finding data to support how people spend
money on both the higher and lower end of the
spectrum. Many companies use this data to
sell different types/classes of the same
product, based on income level.
The World Bank classifies economies for
analytical purposes into four income groups:
low, lower-middle, upper-middle, and high
income. For this purpose, it uses gross national
income (GNI) per capita data in USD, converted
from local currency using the World Bank Atlas
method, which is applied to smooth exchange
rate fluctuations.
Estimates of GNI are obtained from economists
in World Bank country units who rely primarily
on official data published by the countries; the
size of the population is estimated by World
Bank demographers from a variety of sources,
including the UN’s biennial World Population
Prospects.
For instance, as mentioned earlier, dates have
many classes based on size, taste and limited
production, each class has its own price, which Figure 16 definition of income rage
put Mejhoul on the top of these classes.
Mejhoul price relatively higher than other types of dates, according to Abu Dhabi Food Control
Authority (ADFCA)12, shape, size and taste determine the quality and price of dates. High
demand for some varieties with limited availability in the market, low production of some

12 https://gulfnews.com/uae

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varieties, methods and mechanisms used in post-harvest operations such as drying and
packaging etc., also play a role in price.
Mejhoul date palm, needs special climate to grow. The specificity of the areas for planting
leads to smaller crops or limited production, which leads to high market price in relative to the
regular types of dates.

Figure 17 country income groups 201813

Accordingly, another type of segment is to look for the countries with a middle to high income
rate average. Figure 19 shows the income groups in the world.
For example, class 1 Mejhoul Date 500 g package exported from Jordan, is displayed in Berlin
– Germany inside one of the street markets with a price of 6.99 European Union (14 European
Union a kilogram – USD 15.36) which considered high in relative to other type of dates
displayed in Berlin with an example shown in Figure 20.
In the GCC, and according to Abu Dhabi
Farmers Service Centre (ADFSC)14,
premium Mejhoul is the most expensive
date in United Arab Emirates with Dh
120 a kilogram (USD 32.6).

Figure 18 Jordan Mejhoul dates - Street market -

Germany 2020

13 Worldbank.org

14 https://gulfnews.com/uae

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4.1.1. Age groups

This statistic15 shows the proportion of selected age groups of the world population in 2019, by
region. Globally, about 26 percent of the world is under 15 years of age and some nine percent
is over 65 years of age as of mid-2019, as Figure 21 indicates.
In European Union, the gap is much closer, with 16 percent of the population being under 15
years old and 18 percent being over 65 years of age. Many regions have experienced vastly
decreased population growth rates with the exception of a few countries like those in the Middle
East and Sub-Saharan Africa. However, about 50 percent of the world’s population lives in
countries with low fertility, where women have less than 2.1 children. Countries in European

Union, like Latvia and Lithuania have experienced a population decline of 1.08 percent in 2017.
In European Union, the majority of the population was previously working-aged adults with few
dependents, but this trend is expected to reverse soon and it is predicted that by 2050, the
older population will outnumber the young in many developed countries.
Figure 19 Proportion of selected age groups of world population in 2019, by region

Based on the above segmentation, four segments have been reached in order to focus on,
during this stage as shown in Figure 22.

15 https://www.statista.com/statistics/265759/world-population-by-age-and-region/

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Figure 20 Segments analysis results based on Demographics (Religion, Income, and Age)

4.2. Behavioural segmentation

Behavioural segmentation divides customers into groups based on the way they respond to,
use or know a product. Behavioural segments can group consumers in terms of occasions,
benefits, user status, usage rate, and loyalty status. Occasions such as the holy month of
Ramadan has been highlighted with its beneficial impact. User rate, usage rate and loyalty
status are not related as anyone have got access to this fruit.
Increasing demand for healthy ingredients and growing demand healthy snacks, desserts and
bakery are the major factors expected to drive the target market. In addition, increasing
number of manufacturers who are choosing date-based syrups and purees as one of the key
ingredients in their products and also dried dates for enhancing nutritional content of
confectionery and bakery products are some of the other factors expected to drive demand of
the date palm. Furthermore, growing fitness trend and increasing standards for health is
among the other factor expected to drive growth of the target market.
Table 9: Consumption of dried fruits in Germany in 201616

Type Total, mln tonnes Per capita, kg/year

Dates 11 060 0.90 kg
Dried apricots 5 967 0.15 kg
Dried figs 12 920 0.63 kg
Dried grapes 66 096 1.08 kg
Prunes 9 776 0.48 kg

16 International Nut & Dried Fruit Council (2017). Nuts and Dried Fruits. Statistical Yearbook 2017/2018. Available at:
https://www.nutfruit.org/files/tech/1524481168_INC_Statistical_Yearbook_2017-2018.pdf

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In Table 9, it can be seen that dates are one of the most commonly consumed dried fruits in
Germany along with the dried grapes with estimated per capita consumption of 0.9 kg /year.

Figure 23 shows consumer behaviour and Experience in the European Union. Dates are a
popular food item, not just in the Muslim countries but all over the world. They have amazing
nutritional properties which considered also as a functional and smart food and just a few
dates can keep the body energized for hours; one of the many reasons people buy them. Their
popularity reaches its peak in Ramadan where Muslims worldwide buy kilos worth of dates for
their homes. It is the preferred food item of choice to break the fast.

Figure 21 – Consumer behaviour and Experience in the European

Union

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Table 10 shows the consumption rate per kg per capita for the following countries:

Table 10 average dates consumption Kg/ year per capita 2019 17

Country Average dates consumption Region

Kg/ year per Capita 2019
Oman 60 Arabic - OIC
Iraq 45 Arabic - OIC
Saudi Arabia 34.8 Arabic - OIC
United Arab Emirates 17.7 Arabic - OIC
Libya 15.5 Arabic - OIC
Algeria 14.6 Arabic - OIC
Egypt 13.8 Arabic - OIC
Morocco 12 Arabic - OIC
Sudan 8.9 Arabic - OIC
Tunisia 5.5 Arabic - OIC
Yemen 2.5 Arabic - OIC
Jordan 1.5 - 2 Arabic - OIC
Palestine 0.7 Arabic - OIC
Russian Federation 0.1 European Union
UK 0.5 European Union
Germany 0.9 European Union
Malta 0.4 European Union
France 0.2 European Union
United States of America 0.3 - 1 America
Islamic Republic of Iran 9.8 OIC
Pakistan 3.6 OIC
Far East countries 0.5 – 1 Far East

By analysing Table 10, it is clearly noticed that Arabic countries in the MENA region have the
highest average rate of dates’ consumption per Kg/year per capita.
Based on the behavioural segmentation, 4 segments have been reached in order to focus on
during this stage as shown in Figure 24.

17 Khalifa international award for date palm and agriculture innovation – book of 2019

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Figure 22 Segments analysis results based on behavioural (Healthy food and Vegan Food)

Based on the behavioural segmentation, and the market trend analysis, healthy food and
vegan food were added to the segments which reached out of the demographic segmentation.

4.3. Geographic segmentation

Geographic segmentation involves a business dividing its market on the basis of geography.
There are several ways that a market can be geographically segmented. One can divide the
market by geographical areas, such as by city, country, state or international region.
From the global market analysis, (see annexes 1,2,3 and below summery of Table 11), it is
concluded that 90 percent of the world’s date’s imports are by the countries with the highest
Islamic population, OIC Organization of the Islamic Cooperation, India and the European Union,
the market shares of the world of HS Code 080410 Fresh or dried dates are further illustrated,
the OIC share is 50 percent of the world’s imports of dates and India market share is 29
percent the European Union market share is 11 percent of the world’s import of dates. Other
countries such as United States of America, Canada and the remaining countries in the world
are considered as minor importers with around 10 percent of the global market share.

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Table 11 market shares of the world of HS Code 080410 Fresh or dried dates18

Importers 2018 – tonnes (imported 2018 global Market share in

2018) Value %
Total world import 142 373 6 100%
Organization of the Islamic 50%
705 452
Cooperation (OIC) Aggregation
India 414 619 29%
European Union ( European Union 11%
156 594
28) Aggregation
Indonesia 399 09 3.7%
Russian Federation 192 97 1.6%
Others 878 65 4.7%

In Arabic and Islamic Cooperation (OIC), most of the population are muslims, with a total of 1.8
billion muslims in the OIC members19, this can explain the high consumption of dates in these
countries. Table 12 shows that 50 percent of the dates import all over the world is from these
countries in total of 705 452 00 tonnes in 2018 when the world total imported quantities in
the same year was 1 423 763 tonnes.
United Arab Emirates is considered the main importer with a quantity of 150 098 tonnes,
followed by Morocco, Yemen, Indonesia, Turkey and Afghanistan.
Table 12: 080410 Fresh or dried dates imported
Qty`0152222222222222222222222222++++++++++++ by the Organization of the Islamic
Cooperation (OIC)20

2016 2017 2018

Imported Imported Imported
Importers
quantity, quantity, quantity,
Tonnes Tonnes Tonnes
1 184 591 1 241 095 1 423 736
World
Organization of the Islamic 581 079 562 342 705 452
Cooperation (OIC) Aggregation

For further details - Annex 4 shows detailed palm dates imports breakdown for each country
from the OIC.

18 www.trademap.com
19https://en.wikipedia.org/wiki/Demographics_of_the_member_states_of_the_Organisation_of_Islamic_Cooperation
20 www.trademape.org

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MENA
Most of the MENA countries are part of the OIC, the demographics of the Middle East and
North Africa (MENA) region show a highly populated. As of 2018, the population was nearly
578 million. Islam is the largest religion in the MENA region with a total of 536 million (92
percent).21
Table 13 shows the highest 10 countries in the MENA region that import dates in 2018.
Table 13 the highest 10 countries in the MENA region that import dates in 2018

2018
Importers Imported quantity,
Tonnes
150 098
United Arab Emirates
97 436
Morocco
44 005
Yemen
39 310
Turkey
21 926
Iraq
18 730
Kuwait
17 581
Oman
12 813
Syrian Arab Republic
10 596
Lebanon
9 962
Qatar

Indonesia
Indonesia has emerged as the seventh top importer of dried dates in 2018 with a total
imported USD 63 760 thousand22 of dates. Figure 25 shows the main exporters with total
imported quantities 2018.

21 www.wikipidia.com
22 www.trademap.org

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Indonesia is the fourth most

populous country on earth after
China, India, and the United
States, Indonesia has a population
estimated at 273 52 million in
2020. In Jakarta (Jakarta Province)
lives 10 135 million, Jakarta is not
just the most populous city in
Indonesia; it is also the most
populous in Southeast Asia and
the fourteenth most populated city
on earth. The official metropolitan
area, known as Jabodetabek, is the
third largest in the world, and the
metropolis's suburbs extend even
further. The entire area has a Figure 23 Dates imported quantities in Indonesia in 2018
population of over 30 million,
which makes it one of the largest conurbations on earth. It's also one of the fastest-growing
cities on earth, growing faster than Beijing and Bangkok, with a population density in the city
proper of 15 34223 people per square kilometre (39 740/square mile).
Indonesia is also the world's most populous Muslim-majority country, as just over 87 percent of
Indonesians declared Muslim on the 2010 census, which explains the high demand of dates in
this country.
India
India has emerged as the major
importer of dried dates in 2018
with a total imported 414 619
tonnes24 of dates, Pakistan, Iraq
and Islamic Republic of Iran are
the major exporters for India.
Figure 26 shows the share in value
in India’s dates imports in 2018.25
Islam is the second-largest religion
in India and Islamic Community of
India is the official representative
community of India, with 14.9
percent of the country's population or approx. 195 million people identifying as adherents of
Islam (2018 census) 26. It makes
Figure 24 share in Value in India Dates import 2018
India the country with the largest

23 https://worldpopulationreview.com/
24 www.trademap.org
25 www.trademap.org
26 https://en.wikipedia.org/wiki/Islam_in_India

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Muslim population outside Muslim-majority countries, which explains the high demand of dates
in this country.
European Union
The European Union
market offers good
opportunities for
date’s producers. The
share of ethnic
consumers (related to
immigrants/refugees)
is increasing. As the
world is increasingly
turning into a global
village, culinary
traditions from other
continents tend to be more Figure 25the ethnic food markets.
widely accepted by
European Union consumers, this development is also stimulated by the steady population
growth of ethnic minority groups, which have significantly increased their purchasing power
over recent years. Dates, for example, can nowadays be found in almost every European Union
supermarket as a dried fruit package. Figure 27 illustrates the ethnic food markets.
The increasing demand of dates in the European Union can be shown through the influx of
Muslims (Ethnic group) into the European Union which results in the high consumption of
dates. Not only directly, but also the rest of the European Union population becomes
increasingly aware of dates and the various types. Table 4, shows a break down for dates
import quanities – which calculated 156 594 tonnes in 2018 by the European Union countries,
France is leading the market share in the European Union with a total of 42 134 tonnes (39
percent) .

Further details can be found in annex 4 - dates import by European Union countries – 2018.

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Russian Federation
The Muslim community in
Russian Federation
continues to grow,
expected to reach 25
million in 2021. A 2017
study estimated that 20
million Muslims were living
in the Russian Federation,
about 1.09 percent of the
total Russian population.27
The growth in Muslim
population in Russian
Federation is because of
two main factors: the high
birth rate among Muslim
families, and through the Figure 26 Share in value In Russian Federation imports 2018
arrival of people from
Central Asia. In 2018, the total imported dates were 19 297 tonnes28.
Below figure 28 shows the top five countries with the highest market share in the Russian
Federation.
According to the previous analysis, 12 segments have been identified based on the
demographics, behavioural and geographical segmentation steps, as shown in Figure 29.

27 https://en.wikipedia.org/wiki/Islam_in_the_United_States
28 www.trademap.org

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Figure 27 segmentation steps and final reached segments

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Targeting is the next step after segmentation analysis that breaks a large market into smaller
segments to concentrate on a specific group of customers within that audience. It defines a
segment of customers based on their unique characteristics and focuses solely on serving
them instead of trying to reach an entire market. It impacts advertising, as well as customer
experience, branding, and business operations.
For the Jordanian Date firms, it is better to use the concentrated targeting approach whereby a
product is developed and marketed for a very well defined and specific segments of the
consumer population. Concentrated targeting is particularly effective for small
companies/countries with limited resources because it enables it to achieve a strong market
position in the specific market segment it serves without mass production, mass distribution,
or mass advertising.
The concentrated targeting approach aims at a narrow, specific consumer group through one
specialized marketing plan catering to the needs of that segment, which gives any firm the
ability to do a better job than competitors in several areas.

4.1. Segments size estimation

Before assessing the market and segment attractiveness, segment size calculation has to be
defined since it is considered as a key factor to determine attractiveness.
Based on the demand and segmentation analysis, 12 segments were defined based on
demographics, behavioural and geographical aspects. Table 14 below shows detailed
information about each segment and estimation of each segment’s size and volume.
The values and numbers outlined below in Table 14 are the results of the thorough desk
research conducted and data mining. These results demonstrate that MENA and European
Union regions are the segments with the highest numbers and values, thus demonstrating that
the efforts should be put into working in that direction. This analysis further outlines the areas
of competitively and market attractiveness that could be focused on and concentrated on in
the positioning strategy followed in the next chapter.
Furthermore, it could be highlighted from the below analysis that the European Union ethnic-
Islamic and non-Islamic segments demonstrate the highest percentages amongst the adults’
group and a relatively average percentage within the kids’ segmentation. In addition, the MENA
region demonstrate the highest percentage amongst the kids’ segment and the second
highest, after European Union, amongst the adults’ segment. Upon the determination of the
segments with highest potential, the calculation of the segment size population and segments
size per ton were calculated as exemplified in the table below.

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Table 14 segment size calculation

Middle Dates
Kids % Segment
Islamic class Segment size consumpti
0 - 15 size per
population29 families population30 on Kg/year
years Ton32
% per capita31
Russian
S1 20 000 000 15%33 17%34 510 000
Federation 1.5 765
S2 India 195 000 000 3% 35 27%3635 1 579 500 1 1 580
MENA (including 37 38
S3 535 989 745 12% 28% 18 009 255
Turkey) 14 252 130
S4 Indonesia/ Jakarta 10 135 00039 45%40 25% 1 140 188 0.9 1 026
European Union -
S5 25 482 321 46%41 16% 1 875 499
Islamic 3 5 626

Dates
Middle
Adults % Segment size consumpti Segment
Islamic class
16 - 65 population on Kg/year size per
population29 families 30
years per Ton
%
capita31
Russian
S6 20 000 000 4% 61% 488 000
Federation 1.5 2745
S7 India 195 000 000 3% 65% 3 802 500 1 3803
MENA (including
S8 535 989 745 12% 66% 42 450 388
Turkey) 14 594 305
S9 Indonesia/ Jakarta 10 135 000 45% 62% 2 827 665 0.9 2545
European Union -
S10 25 482 321 46% 68% 7 970 870
Islamic 3 23 913

Dates
Middle
non-Islamic Kids % consumpti Segment
class Segment size
population2 0 - 15 on Kg/year size per
S11 European Union families population30
9 years per Ton32
%
capita31
420 352 562 46% 16% 30 937 949 0.6 18 563

non-Islamic % Middle Adults % Dates Segment

Segment size
S12 European Union population class 16 - 65 consumpti size per
29
population30
families years on Kg/year Ton32

29 https://worldpopulationreview.com/
30 Calculated by multiplying (population x % of Middle class x % age group )
31 Faostst 2015 (plus growth yearly factor ) – Khalifa international award for date palm and agriculture innovation – book of 2019
32 Calculated by multiplying ( segment size x consumption rate )
33 https://www.themoscowtimes.com/2019/08/12/14-of-russians-are-considered-middle-class-official-data-a66823
34 https://www.statista.com/statistics/271344/age-distribution-in-russia/
35 https://en.wikipedia.org/wiki/Standard_of_living_in_India

36 https://data.oecd.org/pop/young-population.htm
37 https://www.unicef.org/mena/ar/media/4541/file
38 https://www.unicef.org/mena/ar/media/4541/file
39 https://worldpopulationreview.com/countries/indonesia-population/
40 https://www.worldbank.org/en/news/press-release/2020/01/30/expanding-middle-class-key-for-indonesia-future
41 https://en.wikipedia.org/wiki/Middle_class

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per
capita31
65 7
420 352 562 46% 68% 131 486 281 4
0.6 3
Global market growth
Based on the market analysis, the global consumption of dates is forecasted to grow. Date commodity
trade has been rising in recent years, owing to increasing demand from all the five continents of the
world.

Rising awareness regarding health and well-being, primary through various social media platforms, has
boosted the demand for healthy food products, such as dates. Thus, the global date market is
expected to witness significant growth over the forecast period.

4.2. Market attractiveness

The following dimension helps determine the attractiveness of the market by analysing the benefits a
firm is likely to achieve by entering and competing within the market. A number of factors are studied
within this analysis. These include the size of the market, growth rate, profit potential, and the nature,
size and weaknesses of the competition within the industry. This matrix assists firms in making their
decisions in a more systematic and informed manner.

Based upon the above analysis of the segment with highest potentials and their calculations, the
highest 9 segment sizes were taken into consideration to define which markets to enter first and enter
later, while the lowest 3 segments sizes (S1, S2, and S4) were excluded. The highest 9 segment sizes
are further illustrated in the table below (table 15), indicating clearly the attractiveness of each market
as they are distributed between high, medium and low market attractiveness and competitiveness
based on the values and calculations acquired from the above table (table 14). Furthermore, the above
calculations and segment sizes not only assisted in illustrating the level of market attractiveness and
competitiveness but also in determining which markets should be entered first in order to achieve
highest potential value.
Table 15 Market attractiveness vs Jordan Competitiveness

Market attractiveness

High Medium Low

Enter first Enter later
Enter first
High S5 – European Union – S11– European Union
Competitiveness

S3 - MENA (including Turkey) Islamic non Islamic

Kids (0 – 15) Kids (0 – 15) Kids (0 – 15)
Enter later Don’t Enter
Enter first
Jordan

Medium S10 – European Union – S6 - Russian

S8 - MENA (including Turkey) Islamic Federation
Adults (16 – 65) Adults (16 – 65) Adults (16 – 65)

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Enter Later
Don’t Enter Don’t Enter
Low S-12 – European Union non-
S7 – India S9 - Indonesia/ Jakarta
Islamic
Adults (16 – 65) Adults (16 – 65)
Adults (16 – 65)

It can be observed from table 15 above, that the segment with highest market attractiveness
and highest competitiveness is the S3-MENA (including turkey), Kids segment followed by the
adults’ segment within the MENA region that demonstrates a high attractiveness with medium
competitiveness and the European Union kid’s Islamic segment that demonstrates medium
market attractiveness and high competitiveness. These 3 segments are advised for their
markets to be entered first based upon the analysis results followed by those that demonstrate
rather high-low, low-high or medium-medium attractiveness and competitiveness to be entered
next whereas the rest demonstrating much lower market attractiveness and competitiveness
are advised not to be entered.

5. Positioning strategy and recommendations

Market positioning of Jordanian dates is the process of finding the right Market position of the
Jordanian dates in the selected target market segments defined during the segmentation and
targeting step, and after describing the nature of competition in these target markets.

5.1. Positioning strategy

In order to define the Market positioning it is important to determine the target consumers key
factors they consider when buying fresh fruits and vegetables and specifically dates fruits. With
this as a base, we can apply perceptual mapping, by determining both what the consumer
target segments finds important (selected factors) and how the competitors offering of dates
fruits are positioned in the mind of the consumer and therefore find and reach a competitive
slot for Jordan market positioning.
11 factors were selected describing fruits and vegetables that influencing consumer food
purchase decisions, these factors were selected from an in-depth literature research done by

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group of Italian experts42, and researches done by CBI.European Union and others43 , list of the
11 factors are presented in Table 16.

Table 16 the 11 factors consumers consider when buying fresh fruits and vegetables

# Factors Description

Brand allows the consumer to identify and discriminate the dates. The
1 evaluation of the brand associates “research”, in relation to the
Brand (or seller)
“experience” of the characteristics of dates product, together with
information about the producer.
This attribute is often related to greater product safety and
wholesomeness that, in FFV, often results in the reduction of pesticide
risk. Such certifications: BRC Global Standards, Global Gap, ISO 22
000, the IFS food standard, Safe Quality Food (SQF) program, FSSC
22000, Halal or other industry-developed standards.
2 Quality Quality of FFV generally includes four different aspects:
 Visual quality (colour, absence of skin disorders).
 Organoleptic quality (taste, texture, flavour).
 Nutritional or 'convenience' quality.
 Hygienic quality (microbiological safety, residues).
Product origin is an intrinsic cue, linked to the consumer information
acquisition of dates or producer identification in addition to product
3 Origin quality assessment. Consumers believe in a higher quality of domestic
food, in comparison to foreign products and this could be influenced by
cultural and religious connections.

Price in connected with value, the consumers would prefer to get best
4 Price
deals comparing price to value proposition.

The outward appearance of FFV packaging and freshness is one of the

5 Appearance
attributes that highly influences decisions at the time of purchase.

The consumption of seasonal fruit and vegetables is associated with

consumer choice behaviour oriented towards an ecological product;
6 Seasonality one that avoids excessive packaging (such as tin and plastic) and
waste, and which is considered to have a higher organoleptic quality
and freshness.

42 Consumer Preference Heterogeneity Evaluation in Fruit and Vegetable Purchasing Decisions Using the Best–Worst Approach, Stefano
Massaglia 1 , Danielle Borra 1 , Cristiana Peano 1 , Francesco Sottile 2 and Valentina Maria Merlino 1,* 1 Department of Agricultural, Forest
and Food Sciences, University of Turin, Largo Paolo Braccini 2, 10095 Grugliasco, Italy 2 Department of Architecture, University of Palermo, Viale
delle Scienze 19, 90128 Palermo, Italy * Correspondence: valentina.merlino@unito.it; Tel.: +39-011-670-8726

43 https://www.statista.com/statistics/1021014/factors-influencing-food-purchase-us-consumers/

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Greater attention to this attribute differs by various types of consumers.

7 Variety
The variety of offering for different age groups and different uses.

Freshness is a very important quality criterion for FV acceptability.

Consumer assessment of freshness of fruit and vegetables occurs
8 Freshness
through the analysis of sensory and visual aspects of the product
appearance during purchase, but also during/after consumption.

Fresh Mejhoul dates have a rich, almost caramel-like taste and a soft,
chewy texture and Dried dates are wrinkled outside, but sweet,
9 Taste
delicious and sticky inside. Dates are very high in fruit sugar (fructose),
and as they dry, their sugar content becomes more concentrated.
Because of the growing public concern for health and nutrition issues
Health Symbol on
10 consumers are appreciating healthy certifications such as organic, 100
Package
percent natural, etc.
According to various food and beverages industry reports, packaging
Convenience of
convenience is a key purchasing motivator for consumers. It affects
11 packaging
their preference towards a particular type or design of packaging and
preparations
influences their behaviour.

Based on the factors in Table 16, the influencing consumer food purchase decisions related to
fruits and vegetables and after the
research we made and out of the opinion of international market experts, Jordanian firms
should focus on the Islamic markets in the (Islamic and Arabic countries in the MENA region
and the Ethnic – Islamic market in the European Union), these markets are considered as
competitive for the Jordanian Mejhoul dates, since that competitors focusing more on the non-
Islamic countries and markets.
These targeted customers consume dates as raw dates, these customers are interested in
premium quality Mejhoul dates, and therefore the product packaging is retail packs for end
customer (business to customer). Accordingly, the most important factors that should formalize
Jordan date’s positioning strategy are illustrated in figure 30:

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Core: Quality, appearance, taste,

freshness and packaging
Layer 1: Health

Layer 2: Origin

Layer 3: Varity

Figure 28 Jordanian Dates positioning factors

Core: Quality, appearance, taste, freshness and packaging.

Quality perceptions can be defined as judgmental signals about multi-faceted attributes that
act as proxies for meeting or exceeding consumer expectations44. Such perceptions are
subjective in nature, therefore, these might differ from the objective nature of quality
attributes. With this in mind, the focus of Jordanian dates suppliers should be on the
relationships among quality perceptions, consumer attitudes and willingness-to-pay. The
quality of the Jordanian Mejhoul dates is very important to be Premium quality, which is the
quality of whole dates that are of one variety, that possess a good colour, that are practically
uniform in size, that are practically free from defects and that possess a good character.
As clarified earlier, Jordanian firms produce two unique types of dates; “Mejhoul” and “Barhi”.
The "Mejhoul" dates have experienced a quantum leap in the worldwide demand of dates, due
to its taste and texture that is easily digested by the global consumer, along with "Al Barhi"
class which enjoys the advantage that its production season begins after the production
season of the other types of date ends.
Most of the firms offer modest to good product packaging in terms of the styles and designs. In
terms of the provided sizes for the packages, firms offer different sizes for the packages; 0.5
Kg, 1 Kg, 3 Kg, and 5kg. The firms are also flexible in producing different sizes based on
customers’ requirements. Firms use certified food grade packages and clear labelling with the
required information about the product including nutrient facts.

Meeting market requirements and the corresponding certifications is a continual challenge for
producers and traders in Jordan. In terms of the quality systems and certificates, it varies as
some firms have good quality systems and processes that comply with the global gap and
HACCP rules, while the others do not have any quality certificates for their products.

44 (Grunert, 2005;Olsen, 2002;Verdú Jover, Lloréns Montes, & Fuentes Fuentes, 2004;Zeithaml, 1988)

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The Jordanian subsector of dates face a challenge in the lack of unified standards to control
the type and the quality of the product (classification, quality standards, minimum quality,
packing, labelling etc.) in the market and between the farmers.
To maintain the good quality of the dates, the dates must be kept in cold storage area until
needed, some firms have their own refrigeration and cold storage area, while others lack of the
availability of a storage unit for dates, there is a need to increase the capacity of cold storage
for the sector.

Layer 1: Health

According to USDA, dates are a good source of energy, fibre, sugar, and various vitamins and
minerals. 45Essential minerals such as calcium, iron, phosphorus, sodium, potassium,
magnesium, sulphur, and zinc can be found in them. Apart from the above-mentioned
nutrients, they also contain important vitamins such as thiamine, riboflavin, niacin, vitamin B6,
folate, vitamin A, and vitamin K.
One of the best benefits of Mejhoul dates is their high dietary fibre content, according to
research published in the journal Critical Review in Food Science and Nutrition. A single serving
of dates contains more than 6 grams of dietary fibre, roughly 20-25 percent of the daily
recommended intake, depending upon your gender. Dietary fibre is crucial for the proper
functioning of the digestive tract. Fibre can help eliminate constipation by stimulating
peristaltic motion and regulating bowel movements. This can also help relieve haemorrhoids,
bloating, cramping, and general stomach upset. More details about the nutrition benefits of the
Mejhoul can be found in Annex 6.
Healthy eating has many other benefits. When eating well sleeping will be better, have more
energy and better concentration – and this all adds up to healthier, happier lives! Healthy
eating should be an enjoyable social experience. When children and young people eat and
drink well, they get all the essential nutrients they need for proper growth and development,
and develop a good relationship with food and other social skills.
Firms in Jordan already set clear labelling with the required information about the product
including nutrient facts, but focus should be more on healthy symbol on package, due to the
growing public concern for health and nutrition issues consumers are appreciating health
related symbols.
Thus, dates are promising ingredients for functional foods intended for health benefit.
Bioactive date compounds, their characterization and utilization in functional foods and clinical
assessment of antimicrobial properties for human health are among the major targets to show
date palm fruits as functional foods.

Layer 2: Origin

45 https://fdc.nal.usda.gov/fdc-app.html#/?query=ndbNumber:9421

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In a highly globalized world and hyper-competitive business environment, Country of Origin

(COO) has become important factor in product differentiation and gaining competitive
advantage, but also valuable information for consumers in product purchasing process. COO
can be defined as the country in which corporate headquarters of the company marketing the
brand is located, regardless of the place in which the brand in question is produced.
The recommended market segments for Jordanian firms are the Islamic markets in the (Islamic
and Arabic countries in the MENA region and the Ethnic – Islamic market in the European
Union), and as mentioned earlier, Mejhoul is produced in only a few countries, and for sure,
Jordan enjoys a comparative advantage over others in these Islamic markets in this aspect.
Thus, Jordan should focus more on branding Jordanian Mejhoul dates.

Layer 3: Variety

The diversity of consumers’ tastes and preferences can lead to a proliferation of differentiated
products, even when consumers use only a few product attributes in their choice decisions.
Thus, the variety of products offered can represent an important factor when making
purchasing decisions. Recent research has shown a greater variety of options that can cater to
a wider range of tastes and preferences. That is, with greater product variety, the quality of the
product, as perceived by consumers, increases.
When a company develops a strong core product line, the product range allows the company to
focus on those product lines while still offering enough variety in size, colour, taste or
functionality to appeal to a wide range of potential customers.
For example, dates are recommended for toddlers and small kids. They can even be introduced
with the baby food because they contain essential vitamins and minerals needed for proper
child growth and provides instant energy for the child so that he or she gets along with the
vigorous activities without any problem. Most children chose their favourite product based on
taste perceptions, which can be influenced by food packaging. Visual elements influenced
children’s selection of favourite packaging (i.e., characters, colours) and healthiest product
(i.e., images), and persuaded some kids to incorrectly think certain foods contained healthy
ingredients. When kids generated their own drawings of a new product, the most frequently
included packaging elements in the drawings were product name, price, product image and
characters, suggesting those aspects of the food packaging were most significant to them.
As clarified in Section (5.6 Market attractiveness), the most attractive markets are the S3-
MENA (including turkey) Kids segment, the adults’ segment within the MENA region, and the
European Union kid’s Islamic segment, which means that two out of these three segments
include kids. Accordingly, Jordan should focus on producing special product variety for kids,
such as seedless dates, stuffed seedless dates, or chocolate coated seedless dates, in small
portion sizes and easy to handle packages. This can be achieved through investing in research,
innovation and modern techniques and mechanization of post-production processes.

Price

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The last factor, price, is not less important than the other factors. Although Mejhoul dates
selling price is considered one of the highest of all other varieties of dates and have a higher
return on investment value, Jordan firms should focus on reducing cost of production to
maximise the profit margin. Production cost includes all the expenses incurred throughout the
whole process starting from the primary activities including preparing the land, farming,
processing, distribution and sales, and not ending with all the support activities including
human resources, quality, innovation, logistics and marketing activities.
Jordan lacks innovation in the agricultural sector, there is a huge demand for an improvement
in technology and infrastructure in several areas, such as; higher productivity, saving water,
and thus lowering costs.
In summary, Jordanian producers need to develop a better product offering by focusing on the
unique selling propositions and work on marketing their products to increase their market
share.
Although Jordan has competitive advantages on various markets and the potential to develop
new markets, Jordanian firms face a main challenge in marketing their products, most
Jordanian farms don’t have the capability and the resource to market their products locally and
globally, especially the smaller farmers who are using simple and primitive equipment and they
are unable to market their products properly.

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5.1. Positioning statement

Below positioning statement is a clear expression of how Jordanian Mejhoul Date fills a
particular customer need in a way that competitors don’t.
Based on the suggested positioning strategy which has been concluded from the market and
segmentation analysis, the statement developed to ensure people remember Jordan and
Mejhoul dates and tell what makes Jordan Mejhoul dates unique, and why it is relevant to its
customers.

“For B2B and B2C date’s consumers, Jordan provides Mejhoul

premium quality dates – The King of dates – with high quality
standards and wide range of product variety harvested by the local
genuine hands of Jordan Valley and is a center of your healthy future
life because it is full of nutrients, fibres and antioxidants that are linked
to countless health benefits. ’’

5.2. Recommendations
The Jordanian dates subsector has a good opportunity in increasing the export volume and to
grow the current market share, Table 17 shows general export recommendations for Jordanian
companies to increase their market share in the targeted markets.
Table 17 General export recommendations for Jordanian companies

Positioning Recommendation Requirements

Factor
Core: Quality, The quality of the Jordanian Train and coach for the farms
appearance, taste, Mejhoul dates is very important to workers and owners to provide
freshness and be premium quality, which is the them with the best practice
packaging quality of whole dates that are of and needed knowledge to
one variety, that possess a good improve the production quality
colour, that are practically as to produce more premium
uniform in size, that are quality dates.
practically free from defects and Acquire quality certification
that possess a good character. such as global gap and HACCP

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Packaging has to meet the target Develop the packaging

market segment convenience as designs to meet customer
it is a key purchasing motivator preferences. Including eco-
for consumers, including new friendly packs.
product varieties packaging. Research and development
(R&D) for both product and
package development to
speed up product
diversification and
development while preserving
quality and shelf life. Support
SMEs in establishing units for
packaging and product
development.
The product appearance and Standardize the classification
specification should be unified of Mejhoul dates in Jordan,
among firms. The Jordanian this step is related to
subsector of dates should unify producing standard guidelines
standards to control the type and for all Mejhoul producers
the quality of the product including classification,
(classification, quality standards, quality, packing, labelling etc.)
minimum quality, packing,
labelling etc.) in the market and
between the farmers.
To maintain the good quality of Increase the capacity of cold
the dates, there is a need to storage for the sector.
increase the capacity of cold
storage for the sector.
Layer 1: Health Jordanian dates are healthy, and Focus should be more on
focus should be more on healthy healthy symbol on package.
symbol on package.
Layer 2: Origin Mejhoul is produced in only a few Jordan should focus more on
countries including Jordan that branding Jordanian Mejhoul
enjoys a comparative advantage dates.
over competitors in the Islamic
targeted segments. Jordan should
focus more on branding
Jordanian Mejhoul dates.

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Layer 3: Variety Jordan should focus on producing Create product variety for kids
special product variety for kids, through investing in research,
such as seedless dates, stuffed innovation and modern
seedless dates, or chocolate techniques and mechanization
coated seedless dates, in small of post-production processes.
portion sizes and easy to handle
packages. This can be achieved
through investing in research,
innovation and modern
techniques and mechanization of
post-production processes.
Price Jordan firms should focus on Build a national dates’
reducing cost of production to platform through collaboration
maximise the profit margin. between the Jordanian dates
Production cost includes all the Association, the Ministry of
expenses incurred throughout the Agriculture and the National
whole process starting from the Centre for Agricultural
primary activities including Research to collect all past
preparing the land, farming, experience between all dates’
processing, distribution and producer and the international
sales, and not ending with all the best practices for Mejhoul
support activities including dates. This platform will help
human resources, quality, all producers share knowledge
innovation, logistics and and be aware of the
marketing activities. international advanced
Jordan should concentrate on technology used in this field to
innovation in the agricultural reduce resources cost such as
sector, there is a huge demand water costs and energy costs
for an improvement in technology by using new technologies.
and infrastructure in several
areas, such as; higher
productivity, saving water, and
thus lowering costs.
Marketing Jordanian firms should implement Promotional campaign to
targeted promotional campaign brand Jordanian dates
toward the selected market including, trade missions, trail
segments. shipment to the targeted
markets, and brochures in the
language of the targeted
markets.
Jordanian producers need to Promotional campaign to
develop a better product offering brand Jordanian dates
by focusing on the unique selling including, trade missions, trail
propositions and work on shipment to the targeted
marketing their products to markets, and brochures in the
increase their market share.

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language of the targeted

markets.
Build the capacity of Jordanian
companies marketing tools, by
providing support in
establishing high quality
websites with E-marketing
channels, providing support in
designing attractive logo
designs.
Support Jordanian companies
to participate in international
exhibitions and collect all
gained experience from these
exhibitions in the national
platform to share with all
Jordanian Mejhoul producers.

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5.3. Cost-benefit analysis

Jordan dates subsector are about 500 Farms (around 35 000 Dunums), The size of the farm
has been defined as a basis for classifying the farms into small, medium, and large-sized
farms, farm that has one farming unit (up to 40 dunums) or less were considered to be small-
scale farmers. As for the farms with up to three farming units (up to 120 dunums), they are
medium in size. Whereas, the large-sized farms are classified as farms with more than three
production units. According to this classification figure 31 and 32 shows the distribution of
lands and farms in Jordan Valley and Al Azraq respectively.
Jordan Valley

30 1

Percentage of farrmers (%)

25 0.9
Percentage of Land (%)

25 Medium Farms 0.8

20 20 0.7
20
Large Farms 0.6
15 0.5
Small Farms 0.4
10 0.3
5 0.2
0 0.1
0 0
0 0 0
Farm Size (Donum)

Figure 29 Distribution of date- Palm producers in Jordan according to farm size Jordan valley , 2016

Al Azraq

50.0 40.0
45.0 45.2 36.3 35.0
34.2
40.0
30.0
Percentage of Land (%)

35.0
Percentage of FArmers (%)

30.0 25.0

25.0 20.0
20.0 19.4 15.0
15.0 11.9
12.9 12.9 10.0
10.0 8.2 8.2
5.0 6.5 5.0
3.2
0.0 1.2 0.0
≤ 10 11-40 41 - 80 81- 120 121- 250 ≥ 250
Farm Size (Donum)

Figure 30 Distribution of date- palm producers in Jordan according to farm size Azraq, 2016

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The focus of this study is on the small size farms that are export potential with technical
knowledge and modern technology to enhance the efficiency of their production and marketing
capabilities.

The implementation of the aforementioned recommendations to the benefits of these farmers

requires collaboration from the all sector stockholders including the government and the
private sector as well as it needs investment. The recommendations were classified between
sector level recommendations and firm level recommendations, Tables 18, 19 show a rough
estimate of this investment cost based on Sector level and firm level.
Table 18 Investment estimation – sector level

Estimated cost
Positioning Related
Requirements (USD thousands)
factor stakeholders 46
Total
Standardize the classification of
Mejhoul dates in Jordan, this step is
 JODA
Core: Quality, related to producing standard
25 000  JSMO
appearance, guidelines for all Mejhoul producers
including classification, quality,  MOA
taste,
freshness and packing, labelling etc.)
packaging  JODA
Increase the capacity of cold storage
200 000  MOA
for the sector at the Jordan Valley.
 JVA
 JODA
Included in the
Focus should be more on healthy  JoPack
Layer 1: Health new packages
symbol on package.  JFDA
designs cost
Layer 2: Origin  JODA
Jordan should focus more on
branding Jordanian Mejhoul dates.
100 000  Private
sector

46 Annex 1

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 JEDCO

Build a national dates’ platform

through collaboration between the
Jordanian Dates Association, the
Ministry of Agriculture and the
National Centre for Agricultural  JODA
Research to collect all past
 Private
experience between all dates’
sector
producer and the international best 140 000
practices for Mejhoul dates. This  MITS
platform will help all producers share  JIC
Price knowledge and be aware of the
international advanced technology
used in this field to reduce resources
cost such as water costs and energy
costs by using new technologies.
 JODA
Promotional campaign to brand
 Private
Jordanian dates including, trade
sector
missions, trail shipment to the
100 000  MoA
targeted markets, and brochures in
the language of the targeted  MITS
markets.  JIC

Build the capacity of Jordanian

companies marketing tools, by
providing support in establishing high  JODA
quality websites with E-marketing
 Private
channels, providing support in
sector
designing attractive logo designs.
Marketing 150 000  MoA
Support Jordanian companies to
participate in international  MITS
exhibitions and collect all gained  JIC
experience from these exhibitions in
the national platform to share with all
Jordanian Mejhoul producers.
715 000
Total investment

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Table 19 Investment estimation – firm level

Positioning Requirements Estimated Estimated Related

Factor cost cost stakeholders 47
(USD (USD
thousands) thousands)
per farm Total
Core: Quality, Train and coach for the 500 100 000  JODA
appearance, taste, 200 farms workers and  Private
freshness and owners to provide them sector
packaging with the best practice  JEDCO
and needed knowledge  JEPA
to improve the
production quality as to
produce more Premium
quality dates.

Acquire quality 2 500 250 00048  JODA

certification for these  Private
200 farms such as global sector
gap and HACCP  MoA
 MITS
Develop the packaging 1 000 50 00049  JODA
designs to meet  Private
customer preferences. sector
Including eco-friendly  MoA
packs.  MITS
 JoPack

Layer 3: Variety Create product variety for 2 000 200 000  JODA
kids through investing in  Private
research, innovation and sector
modern techniques and  JoPack
mechanization of post-
production processes.

Total Investment 600 000

This investment of about USD 1 315 000, and the sector should seek for support and finds
from national and international funding agencies.

47 Annex 1
48 Some firms already have certificates, so the estimated number that need certificates are 100 firms.

49 Some firms already have good packages, so the estimated number that need packages enhancement are 50 firms.

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Implementing the aforementioned recommendations would lead to an increase in the growth

rate of the exported value and quantity between 10-20 percent. This will reflect directly onto
the sales value of the exported dates.
To visualize the expected changes in the growth rate in terms of value of exported dates from
Jordan, two scenarios were developed as presented in Figure 31, based on the assumption
that:

 The growth in export value will increase by 10 percent.

 The growth in export value will increase by 20 percent.
For both assumptions and from the scenario and corresponding data projected, annual sales
growth to be increased by 5percent means that the sales value is to increase by 25 percent by
2023 above the normal organic growth. Whereas, the sales could increase by 53 percent by
2023 above the normal organic growth if the sales growth was increased by 10 percent
annually.
However, not taking these recommendations into consideration, the sales value is expected to
maintain its current growth rate of 14 percent and will not expand further as the production of
the trees will continue to grow at the same rate.

60,000
Export Value (USD thousand)

50,000

40,000

30,000

20,000

10,000

0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Normal growth Senario 1 ,5% growth Senario 2 ,10% growth

Figure 31Jordan exports projection

This means that investing USD 1 315 thousand, will lead to increase of sales to reach around
42 Million USD, for scenario 1 and around 50 Million USD for scenario 2 in three years,
compared to USD 33 million sales due to the normal organic growth without implementing the
recommendations. Knowing that the gross profits margin for the Jordanian companies are
considered good between (25-30 percent), then with the current profit margin of the 25

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percent, the expected increase in profit due to this investment is USD 2.2 million, USD 4.4
million respectively.
The Return on Investment (ROI)50 for implementing the above-mentioned positioning strategy
and the related recommendations will be 169 percent, 334 percent respectively. This is
considered very profitable and worth the investment.
With that being clarified, it should be highlighted that this investment of about USD 1 315
thousand, and the sector should seek for support and finds from national and international
funding agencies.

50 Return on investment, or ROI, is the ratio of a profit or loss made in a fiscal year expressed in terms of an investment and shown as a
percentage of increase or decrease in the value of the investment during the year in question. The basic formula for ROI is: ROI = Net Profit /
Total Investment * 100

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Annexes

Annex 1 - Dates sector stockholders

This section will introduce the key players in Jordan’s date’s value chain. Dates farms do not
only work with a range of suppliers and clients, but are also affected by the support and
activities of various public and private sector. These relevant players are introduced in the
below Table.

Typology value Specific stakeholders Contact person

chain actor
A. Governmental  JIC: Jordan Investment Commission  Dr. Mohammad Abu
organisations Omar
 JEDCO: Jordan Enterprise  Mr. Issam Bahloul –
Development Corporation industry support
directorate
 JFDA: Jordan Food and Drug  Mr. Ma’moun
Administration Gharaibeh
 MoA: Ministry of Agriculture  Dr. Mohammad Al
Awaideh-- Director of
the Agricultural Risk
Fund
 NARC: National Agricultural  Dr. Nizar Haddad –
Research Centre Director
 ACC: Agricultural Credit Corporation  Mr. Ahmad Malouh

B. Private sector  CMC : competence Management  Mr. Adnan Ziadat –

organisations consulting Director
 JEA: Jordan Exporters' association  Mr. Haleem Abu
Rahmeh
 JEBA: Jordan Europe Business  Mr. Ayman Qaffaf
Association
 JFU: Jordan Farmers Union  Mr. Odeh Rwashdeh
 Jordan Exporters and producers  Mr. Basim aL Naouri
association for fruit and
vegetables (JEPA)
C. International  IFAD: International Fund for  Ms. Maha Arabiat
organisations Agricultural Development
 GIZ: Deutsche Gesellschaft für  Mr. Raed Sweis
Internationale Zusammenarbeit
 EBRD: European Bank for  Mr. Khaled Al Saheb
Reconstruction and Development

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 CBI: Fresh Fruits & Vegetables  Ms. Melanie Van

Jordan project Haga
 Khalifa International Award for
Date Palm and Agricultural
Innovation

Annex 2: World leading countries growing fresh dates

World Leading Countries Growing Fresh Dates.51

Country Annual production of fresh dates in metric tonnes

Egypt 1 084 529
Islamic Republic of Iran 947 809
Saudi Arabia 836 983
Iraq 675 440
Pakistan 556 608
United Arab Emirates 533 701
Algeria 485 415
Sudan 435 668
South Sudan 432 100
Oman 239 397

Annex 3: Fresh or dried dates 080410 imported quantities to (OIC) 2016, 2017 and 2018
Fresh or dried dates 080410 imported quantities to the organization of the Islamic
Cooperation (OIC) 2016, 2017 and 2018.52

Importers 2016 2017 2018

Imported Imported Imported
quantity- tonnes quantity- tonnes quantity- tonnes
World 118 459 1 124 109 5 142 373 6
Organization of the Islamic Cooperation
581 079 562 342 705 452
(OIC) Aggregation
United Arab Emirates 213 821 163 752 150 098
Morocco 693 24 700 55 974 36
Yemen 197 02 183 82 440 05
Indonesia 232 29 346 20 399 09
Turkey 267 72 342 14 393 10
Afghanistan 0 385 21
Kazakhstan 229 33 256 05 328 84

51 www.worldatlas.com
52 Trademap.org

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Bangladesh 387 55 439 32 304 70

Niger 130 89 187 44 288 75
Iraq 135 28 141 50 219 26
Malaysia 182 71 26 247 19 156
Kuwait 112 39 13 791 18 730
Somalia 148 25 14 793 17 728
Oman 105 57 5 702 17 581
Jordan 139 48 14 870 13 631
Syrian Arab Republic 8 500 7 228 12 813
Lebanon 8 864 10 457 10 596
Pakistan 5 599 6 813 10 043
Qatar 9 962
Nigeria, Azerbaijan, Mauritania,
Senegal, Bahrain, Turkmenistan, Côte
d'Ivoire, Kyrgyzstan, Djibouti, Egypt,
Algeria, Palestine, Uzbekistan, Tunisia,
Burkina Faso, Maldives, Guinea, Saudi
Arabia, Gambia, Brunei , Darussalam, 51 778
Uganda, Tajikistan, Mozambique ,
Comoros , Benin , Chad , Cameroon,
Mali, Togo, Guyana, Albania, Gabon,
Sierra Leone, Guinea-Bissau, Suriname
, Libya

Annex 4: Dates import by European Union countries - 2018

Dates import by European Union countries – 2018.53

53 www.trademap.org

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Importers Dates Imported quantity, Tonnes

2018
European Union ( European Union 28) Aggregation 156 594
France 42 134
United Kingdom of Great Britain and Northern Ireland 23 898
Germany 22 610
Netherlands 12 120
Italy 10 594
Spain 10 075
Belgium 6 669
Denmark 4 479
Sweden 4 023
Poland 3 630
Austria, Czech Republic, Bulgaria, Hungary, Slovakia,
Greece , Finland , Romania , Lithuania , Portugal , Ireland ,
16 362
Slovenia , Latvia , Cyprus , Croatia, Malta . Estonia,
Luxembourg

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Annex 5: Muslims population worldwide

Muslims population worldwide.54

Muslim
percent of Muslim % of
Muslim Population Total World
Country Population 2020 Population Population
Indonesia 229 000 000 273 523 615 87.20% 12.70%
Pakistan 200 400 000 220 892 340 96.50% 11.10%
India 195 000 000 138 000 4385 14.20% 10.90%
Bangladesh 153 700 000 164 689 383 90.40% 9.20%
Nigeria 990 000 00 206 139 589 49.60% 5.30%
Egypt 875 000 00 102 334 404 92.35% 4.90%
Iran 825 000 00 839 929 49 99.40% 4.60%
Turkey 798 500 00 843 390 67 99.20% 4.60%
Algeria 412 409 13 438 510 44 99.00% 2.70%
Sudan 395 8577 7 4384 926 0 97.00% 1.90%
Iraq 384 65864 402 224 93 95.70% 1.90%
Morocco 379 309 89 369 105 60 99.00% 2.00%
Ethiopia 356 000 00 114 963 588 33.90% 1.80%
Afghanistan 348 360 14 389 283 46 99.60% 1.80%
Saudi Arabia 318 780 00 348 138 71 97.10% 1.60%
China 281 275 00 143 932 377 6 1.73% 1.60%
Yemen 277 844 98 298 259 64 99.10% 1.50%
Uzbekistan 265 500 00 334 692 03 96.50% 1.70%
Niger 211 019 26 242 066 44 98.30% 1.00%
Russia 200 000 00 145 934 462 13.50% 1.00%

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Tanzania 194 268 14 597 342 18 35.20% 0.80%

Mali 175 083 98 202 508 33 95.00% 0.80%
Syrian Arab Republic 1670 000 0 175 006 58 93.00% 1.00%
Malaysia 163 183 55 323 659 99 61.30% 1.10%
Senegal 151 127 21 167 439 27 96.10% 0.80%
Kazakhstan 131 586 72 187 767 07 70.20% 0.50%
Burkina Faso 121 417 69 209 032 73 61.50% 0.60%
Tunisia 111 900 00 118 186 19 99.80% 0.60%
Somalia 109 780 00 158 932 22 99.80% 0.60%
Guinea 105 631 71 131 327 95 89.10% 0.50%
Jordan 101 655 77 102 031 34 97.20% 0.40%
Azerbaijan 973 507 4 101 391 77 96.90% 0.50%
Chad 918 320 7 164 258 64 58.00% 0.40%
Philippines 791 354 2 109 581 078 8.00% 0.45%
Cameroon 769 228 9 265 458 63 30.00% 0.40%
Tajikistan 762 170 0 953 764 5 96.70% 0.40%
Libya 655 187 1 687 129 2 97.00% 0.40%
Sierra Leone 606 770 6 797 698 3 78.60% 0.30%
France 572 000 0 652 735 11 8.80% 0.30%
Kenya 550 000 0 537 712 96 11.20% 0.20%
Uganda 543 523 4 457 410 07 14.00% 0.30%
Ghana 505 844 4 310 729 40 18.00% 0.20%
Turkmenistan 483 000 0 603 120 0 93.30% 0.30%
Germany 475 000 0 837 839 42 5.70% 0.20%
Kyrgyzstan 467 943 6 652 419 5 80.00% 0.30%
United Arab 461 508 1 989 040 2 76.00% 0.20%
Emirates

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United Kingdom of 6.30% 0.20%

Great Britain and 413 000 0 678 860 11
Northern Ireland
Malawi 396 851 2 191 299 52 20.00% 0.10%
Mauritania 384 042 9 464 965 8 100.00% 0.20%
Mozambique 383 006 3 312 554 35 17.90% 0.30%
Lebanon 351 974 3 682 544 5 57.70% 0.20%
United States 345 000 0 331 002 651 1.10% 0.20%
Benin 314 131 9 121 232 00 27.70% 0.14%
Cambodia 312 540 1 167 189 65 1.90% 0.00%
Thailand 300 000 0 697 999 78 4.30% 0.20%
Italy 298 7840 604 618 26 4.80% 0.10%
Eritrea 263 0000 354 6421 43.80% 0.10%
Madagascar 256 8361 276 910 18 10.00% 0.00%
South Sudan 246 4683 111 937 25 20.00% 0.00%
Oman 242 7000 510 6626 85.90% 0.20%
Kuwait 217 5684 427 0571 74.60% 0.20%
Sri Lanka 210 5000 214 132 49 9.70% 0.10%
Albania 179 764 5 287 779 7 58.80% 0.10%
Togo 159 301 1 827 8724 20.00% 0.10%
Qatar 156 6786 288 1053 77.50% 0.10%
Israel 151 6482 865 5535 18.00% 0.10%
Nepal 129 2909 291 36808 4.20% 0.10%
Burundi 118 4452 118 90784 10.00% 0.00%
Spain 118 0000 467 54778 2.60% 0.10%
Canada 114 8213 377 42154 3.20% 0.10%
Bahrain 106 3239 17 01575 73.70% 0.00%
South Africa 105 0000 593 08690 1.90% 0.00%
Liberia 961 953 505 7681 20.00% 0.00%

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Netherlands 880 000 171 34872 5.10% 0.10%

Belgium 879 377 115 89623 7.60% 0.00%
Central African 861 759 482 9767 15.00% 0.00%
Republic
Bulgaria 861 015 694 8445 13.40% 0.00%
Djibouti 857 496 988 000 97.00% 0.10%
Guinea Bissau 826 794 196 8001 45.10% 0.00%
Sweden 800 000 100 99265 8.10% 0.00%
Singapore 781 558 585 0342 14.70% 0.00%
Brazil 767 583 212 559 417 0.36% 0.00%
Austria 712 000 900 6398 8.00% 0.00%
Macedonia 705 608 208 3374 33.30% 0.00%
Ukraine 695 000 437 337 62 1.70% 0.00%
Australia 650 000 254 998 84 2.60% 0.00%
Greece 613 406 104 230 54 5.70% 0.00%
Western Sahara 599 633 597 339 99.40% 0.00%
Rwanda 576 054 129 522 18 4.80% 0.00%
Switzerland 440 000 865 4622 5.20% 0.00%
Argentina 400 000 451 957 74 0.90% 0.90%
Maldives 386 193 540 544 98.40% 0.00%
Brunei 355 045 437 479 78.80% 0.00%
Cyprus 350 000 120 7359 28.20% 0.00%
Denmark 313 713 579 2202 5.40% 0.00%
Hong Kong 295 746 749 6981 4.10% 0.00%
Mayotte 253 439 272 815 97.00% 0.00%
Mauritius 236 020 127 1768 17.30% 0.00%
Serbia 221 460 873 7371 3.10% 0.00%
Gabon 211 903 222 5734 10.00% 0.00%

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Japan 185 000 126 476 461 0.10% 0.00%

Zambia 168 877 183 839 55 1.00% 0.00%
Mongolia 150 000 327 8290 5.00% 0.00%
Finland 1500 00 554 0720 2.70% 0.00%
Norway 142 500 542 1241 5.70% 0.00%
Romania 136 500 192 37691 0.65% 0.00%
Swaziland 129 230 116 0164 10.00% 0.00%
Venezuela 125 216 284 359 40 0.40% 0.00%
Montenegro 122 849 628 066 19.10% 0.00%
Zimbabwe 100 000 148 629 24 0.70% 0.00%
Colombia 96337 508 828 91 0.20% 0.00%
Vietnam 961 60 973 385 79 0.10% 0.00%
Angola 90 000 32 866 272 0.30% 0.00%
Suriname 83 400 586 632 13.90% 0.00%
Equatorial Guinea 79 745 140 2985 10.00% 0.00%
Trinidad And 78 000 139 9488 5.80% 0.00%
Tobago
Slovenia 73 568 207 8938 3.60% 0.00%
Belarus 72 500 944 9323 0.75% 0.00%
Ireland 70952 49 377 86 1.40% 0.00%
Portugal 65 000 10 196 709 0.40% 0.00%
Croatia 64 057 41 052 67 1.50% 0.00%
Taiwan 60 000 238 167 75 0.30% 0.00%
Fiji 58 355 896 445 6.30% 0.00%
Guyana 55 000 786 552 7.30% 0.00%
Hungary 50 000 966 0351 0.50% 0.00%
New Zealand 41 000 482 2233 0.90% 0.00%
South Korea 35 000 51 269 185 0.10% 0.00%

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Honduras 30 000 990 4607 0.30% 0.00%

Panama 25 000 431 476 7 0.70% 0.00%
Luxembourg 18 172 625 978 3.00% 0.00%
Moldova 15 000 403 396 3 0.40% 0.00%
Czech Republic 150 00 107 089 81 0.15% 0.00%
Malta 11 675 441 543 2.60% 0.00%
Cape Verde 11 367 555 987 2.00% 0.00%
Cuba 11 116 113 266 16 0.10% 0.00%
Slovakia 10 866 545 9642 0.15% 0.00%
Namibia 9654 254 090 5 0.40% 0.00%
Botswana 8996 235 1627 0.40% 0.00%
New Caledonia 7000 285 498 2.80% 0.00%
Poland 6796 378 466 11 0.02% 0.00%
Jamaica 5624 296 116 7 0.20% 0.00%
Mexico 5500 128 932 753 0.01% 0.00%
Haiti 5000 114 025 28 0.00% 0.00%
Barbados 4396 287 375 1.50% 0.00%
Chile 4000 191 162 01 0.00% 0.00%
Armenia 3038 296 324 3 0.10% 0.00%
Lithuania 3000 272 228 9 0.10% 0.00%
Lesotho 3000 214 224 9 0.10% 0.00%
North Korea 3000 257 788 16 0.10% 0.00%
French Guiana 2400 298 682 0.90% 0.00%
Andorra 2228 77 265 2.60% 0.00%
Liechtenstein 2050 38 128 5.40% 0.00%
Pulrinational State of 2000 116 730 21 0.00% 0.00%
Bolivia
Papua New Guinea 2000 89 470 24 0.00% 0.00%

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Latvia 2000 188 619 8 0.15% 0.00%

Guadeloupe 2000 400 124 0.40% 0.00%
El Salvador 2000 648 6205 0.00% 0.00%
Dominican Republic 2000 108 479 10 0.00% 0.00%
Estonia 1508 132 653 5 0.00% 0.00%
Guatemala 1200 179 5568 0.00% 0.00%
Gibraltar 1150 33 691 4.00% 0.00%
Seychelles 1036 98 347 1.10% 0.00%
Puerto Rico 1000 28 608 53 0.00% 0.00%
Timor-Leste 1000 13 184 45 0.10% 0.00%
Paraguay 1000 71 325 38 0.00% 0.00%
Nicaragua 1000 66 245 54 0.00% 0.00%
Lao People's 1000 72 755 60 0.00% 0.00%
Democratic Republic
British Virgin 30 231 1.20% 0.00%
Islands
Solomon Islands 68 688 4 0.00% 0.00%

Samoa 198 414 0.00% 0.00%

Wallis And Futuna 11 239 0.00% 0.00%
Uruguay 34 737 30 0.00% 0.00%
Belize 397 628 0.20% 0.00%
Isle Of Man 85 033 0.20% 0.00%
Tuvalu 11 792 0.10% 0.00%
Turks And Caicos 38 717 0.00% 0.00%
Islands
Tonga 105 695 0.00% 0.00%
Tokelau 1357 0.00% 0.00%
San Marino 33 931 0.00% 0.00%
Anguilla 15 003 0.60% 0.00%
Bhutan 77 1608 0.20% 0.00%

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Peru 329 718 54 0.00% 0.00%

Bermuda 62 278 1.00% 0.00%
Palau 180 94 0.00% 0.00%
Marshall Islands 59 190 0.00% 0.00%
Northern Mariana 575 59 0.70% 0.00%
Islands
Niue 1626 0.00% 0.00%
Vanuatu 307 145 0.00% 0.00%
Aruba 106 766 0.40% 0.00%
Nauru 108 24 0.00% 0.00%
Montserrat 4992 0.10% 0.00%
Monaco 39 242 0.80% 0.00%
Martinique 375 265 0.20% 0.00%
Macau 649 335 0.10% 0.00%
Iceland 341 243 0.20% 0.00%
Vatican City 801 0.00% 0.00%
Guam 168 775 0.00% 0.00%
Grenada 112 523 0.30% 0.00%
Greenland 56 770 0.00% 0.00%
Kiribati 119 449 0.00% 0.00%
Antigua And 97 929 0.30% 0.00%
Barbuda
French Polynesia 280 908 0.00% 0.00%
Falkland Islands 3480 0.00% 0.00%
Faroe Islands 48 863 0.00% 0.00%
Ecuador 176 430 54 0.00% 0.00%
Dominica 71 986 0.20% 0.00%
Costa Rica 50 941 18 0.00% 0.00%
Cook Islands 17 564 0.00% 0.00%

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American Samoa 55 191 0.00% 0.00%

Cayman Islands 65 722 0.20% 0.00%

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Annex 6 - Mejhoul dates nutrition55

Table 20 Nutrition facts dates, Mejhoul

Nutrient Value
Mejhoul dates are nature's super fruit Water [g] 21.32
• Non-GMO Energy [kcal] 277
• Vegan Protein [g] 1.81
• Raw Total lipid (fat) [g] 0.15
• Non-hydrated or past European Unionized Carbohydrate, by difference [g] 74.97
• Kosher for Passover & year-round use Fiber, total dietary [g] 6.7
• High in Potassium Sugars, total [g] 66.47
• Sodium free Calcium, Ca [mg] 64
• Cholesterol free Magnesium, Mg [mg] 54
• Gluten free Phosphorus, P [mg] 62
Potassium, K [mg] 696
Zinc, Zn [mg] 0.44
Thiamin [mg] 0.05
Health benefits of Mejhoul dates Riboflavin [mg] 0.06
Niacin [mg] 1.61
People who regularly consume Mejhoul dates
Vitamin B-6 [mg] 0.25
may find relief from mal-digestion, elevated
blood pressure, and cholesterol, constipation, Folate, DFE [µg] 15
and other ailments. Vitamin A, RAE [µg] 7
Vitamin A, IU [IU] 149
Aids in digestion
One of the best benefits of Mejhoul dates is their high dietary fiber content, according to
research published in the journal Critical Review in Food Science and Nutrition. [5] A single
serving of dates contains more than 6 grams of dietary fiber, roughly 20-25 percent of the daily
recommended intake, depending upon your gender. Dietary fiber is crucial for the proper
functioning of the digestive tract. Fiber can help eliminate constipation by stimulating
peristaltic motion and regulating bowel movements. This can also help relieve hemorrhoids,
bloating, cramping, and general stomach upset.
Regulate blood pressure
The notable potassium levels in Mejhoul dates mean that they may have a positive effect on
blood pressure. Potassium is a vasodilator, so it is able to relieve tension in blood vessels and
arteries, which can ease the strain on the cardiovascular system and reduce your risk of
atherosclerosis, heart attacks, and strokes.

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Boost metabolism
B vitamins, such as niacin, pantothenic acid, and folic acid, are very important for regulating
the metabolism, including over 300 different metabolic processes that occur within our body
every single day. Mejhoul dates contain a healthy amount of this vitamin, as well as copper,
found in high levels and can increase iron absorption and contribute to energy generation
within the body. In this study, Dr. Praveen Kumar Vayalile of the University of Alabama reveals
the immune stimulant properties they also contain.
Improve vision
Mejhoul dates contain beta-carotene, which can be converted into vitamin A, a powerful
antioxidant that is particularly effective in eye care. Vitamin A has been associated with lower
levels of macular degeneration, slow development of cataracts, and lesser oxidative stress in
the retina.
Reduce Cholesterol
High levels of dietary fiber are considered beneficial for people with high cholesterol. According
to a study, published in the Journal of Agricultural and Food Chemistry dates also possess anti
atherogenic properties in healthy populations. They have been shown to help aid in digestion,
control cholesterol levels, and lower the risk of cardiovascular diseases.
However, dates are high in calories and must be eaten sparingly for those who are not an ideal
weight so as not to contribute to obesity (comorbidity of heart disease).
Regulate hormones
Manganese is often an overlooked essential mineral required by the body, even though it has a
number of key effects on hormone production and regulation. Mejhoul dates have this mineral
in abundance. It is essential, specifically for the production of sex hormones. As part of a
healthy diet, the nutrient obtained from dates may help maintain hormone levels.
Promote growth
The protein level in Mejhoul dates is not impressively high, but in combination with calcium,
potassium, and magnesium, it is known to boost growth and ensure proper development,
particularly in children or when recovering from an injury or extended illness.
Strengthen bones
Mejhoul dates contain notable levels of magnesium, manganese, copper, and calcium, all of
which are vital nutrients to maintain bone mineral density in the body. So, incorporating more
of these essential minerals into your diet via dates may help strengthen and improve your
overall bone health.

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Calories in Mejhoul dates

Mejhoul dates are quite calorically dense because there is little water in these fruits. One date,
on average, weighs about 1 ounce and contains roughly 66 calories. The average serving size
is about 4 dates or roughly 100 grams, totalling an average of 282 calories. While this is quite
a high amount of calories for a snack and represents nearly one-eighth of most people’s calorie
intake for the day, this same serving also provides more than six grams of fiber and a wealth of
other nutrients.

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