generation of leaders into the family business. Currently, the company’s leadership includes President Albert P. Keck II, CFO Melinda Dougherty, and VP of Operations and Sales Sean Dougherty. This transition wasn’t without its challenges. The date industry, much like other agricultural sectors, went through cycles of boom and bust. Throughout the 1990s and early 2000s, the Kecks navigated fluctuating market conditions, investing in better farming techniques and infrastructure to sustain operations. “The industry was broke,” Albert P. Keck II tells The Rooted Journal. “It had gone through these cycles before, and so people would just say, ‘Here, take our date orchard; get it off our hands.’ They would finance it, and my father would acquire these properties.” The Kecks’ business remained one of the few in the industry to be fully family- owned, distinguishing itself from large, investor-driven competitors.
by Dustin Beatty photographs by Brandon Harman
THE
THE LEGACY OF HADLEY AND KECK: PIONEERS OF THE AMERICAN DATE INDUSTRY
Diamond
HOW GENERATIONS OF GRIT, GROWTH, AND INNOVATION SHAPED THE RESILIENCE OF AMERICAN DATE FARMING WITH THE HADLEYS AND KECKS.
The hot and unfor- giving California desert has long been home to some of the most resilient and innovative farmers in the country. Among them, the Hadley and Keck families have carved out a legacy that intertwines history, agriculture, and entrepreneurship, leaving an indelible mark on the date industry in the United States. Their journey is a testament to the grit required to navigate the volatile agricultural sector and the passion needed to sustain a family-run business for generations.
quality produce. When Hadley retired in 1979, he split his business, selling the retail locations to one investor group and the farm to another. This transition marked a pivotal shift in ownership that would eventually lead to the Keck family’s involvement, with Albert P. Keck II at the helm. THE KECK FAMILY AND THE EVOLUTION OF THE INDUSTRY Albert P. Keck II credits his grandparents, Albert and Florence Keck, as the pioneers of the family’s date-growing legacy and
OF
Dates
IN THE EARLY 20TH CENTURY, the United States sought to diversify its agricultural production by introducing new crops suited to its varied climates. Recognizing the potential of date palms ( Phoenix dactylifera L. ) — a staple in Middle Eastern agriculture — the U.S. Department of Agriculture (USDA) initiated efforts to cultivate their fruit in American soil. The USDA began importing offshoots from Algeria, Egypt, and Arabia, with significant shipments arriving between 1890 and 1908. These specimens were
key contributors to Coachella Valley agri- culture. Their son, John Keck, and his wife, Linda, carried that history forward after Albert’s pre- mature passing. With a background in agri- culture and account- ing, John joined the family’s date business in Indio,
THE KECK FAMILY HELPS THE LEGACY OF THE HADLEY NAME LIVE ON.
planted in Las Cruces, New Mexico; Phoenix and Yuma, Arizona; and several Californian locations, including Indio, Pomona, Tulare, and National City. Despite challenges, including a devastating flood in Yuma in 1891 that destroyed 13 newly planted palms, the program persisted. By 1904, the USDA had successfully introduced date palms to the United States, focusing on California’s desert regions, which offered a climate similar to the trees’ native habitats. This initiative led to the establishment of the USDA Date Station in Indio, California, in 1907,
THE ORIGINS OF THE HADLEY DATE EMPIRE
FROM TOP: THE KECK FAMILY GROWS DELICIOUS MEDJOOL AND DEGLET NOOR DATES. ALBERT P. KECK II AND HIS SON PAUL WALK THE ORCHARDS DESTINED FOR MORE COVER CROPS. ALBERT KECK II’S GRANDPARENTS’ FORMER PACKING HOUSE ON HIGHWAY 111.
strengthening its foundation for future generations. Originally farming a variety of crops, John recognized the potential of dates and narrowed his focus to expand their orchards. By the late 1980s, the Hadley farm was struggling financially, and the owners asked John Keck if he would take over their business. John, in consultation with his son Albert, seized the opportunity, keeping the iconic Hadley Date Gardens name and brand and ushering in the next
COMPETITION AND THE MARKET LANDSCAPE
In 1931, Paul Hadley established Hadley Fruit Orchards as a roadside fruit stand in Banning, along California’s Highway 111. Recognizing an opportunity to provide fresh produce to travelers and locals, Hadley expanded his operation to include a farm dedicated to cultivating dates. By the 1970s, he owned two roadside locations and his farm was thriving, supplying dates directly to his stores and building a reputation for high-
By the early 2000s, the Hadley brand had established itself as a household name for date lovers. While the company faced increasing competition, its reputation for quality kept it afloat. As the years progressed, the date industry saw a large consolidation of the marketplace coupled with a flood
a hub for research on variety improvement, irrigation techniques, fertilization, and pest management, until its closure in 1982. These efforts laid the foundation for a thriving U.S. date industry, particularly in California’s Coachella Valley, which remains a significant producer of dates today.
134
135
ISSUE 02
Made with FlippingBook. PDF to flipbook with ease