of foreign imports competing for U.S. market share. Despite this, Hadley Date Gardens, under the Keck family’s leadership, retained its position as one of the industry’s most recognizable names. “We’re probably the oldest iconic brand in the date business,” Keck says.
‘I don’t pay you; these trees pay you.’” He’s proud of the mettle his workers apply to nurture the palms that make the business profitable. Unlike many modern farms that rely on heavy chemical inputs, Hadleys prioritizes soil fertility, irrigation efficiency, and natural pest management to maintain their orchards. They embrace sustainable agricultural practices, ensuring their farms thrive despite the arid climate of the Coachella Valley. Today, approximately half of Hadley Date Gardens farmland is certified USDA organic. They also incorporate regenerative practices, like mitigated tilling in their orchards. The conventional farming practice stirs
THE STRUGGLES AND TRIUMPHS OF A FAMILY BUSINESS
Operating a family-owned farm can be a formidable endeavor, particularly when competing in a market that is extremely consolidated by a few dominant customers and with the threat of imported dates that are much cheaper in price. Throughout the years, the Kecks have faced numerous financial and logistical challenges, from maintaining their orchards to ensuring their packing and distribution centers meet the highest standards. Despite the hurdles, the family has doubled down on its commitment to high-quality dates. At its peak under Paul Hadley’s ownership, Hadley Date Gardens encompassed approximately 240 acres of farmland, producing a variety of date cultivars, including the prized Medjool and the Deglet Noor. Meanwhile, the agricultural sector continued to evolve, and new challenges emerged, including water scarcity, labor shortages, and increasing operational costs. When the Keck family took over the business, one of their key strategies was to emphasize the authenticity of their product. Unlike many competitors who
THE ENDURING LEGACY OF
The date industry continues to evolve, with increasing demand for organic and regenerative farming practices. In this landscape, the pioneering efforts of families like the Hadleys and Kecks serve as both a reminder of where the industry has been and a guide for where it is headed. As consumers become more conscious of the origins of their food, the legacy of Hadley and Keck will likely gain even greater recognition. Their story underscores the importance of supporting family-owned farms, not just for the sake of tradition, but also for the sustainability of American agriculture. For those who pass through the Coachella Valley, stopping at a date shop along Highway 111 is more than just a nostalgic experience — it’s a tribute to the farmers who built an industry from the ground up, one palm at a time.
them to ensure superior quality while preserving the legacy of the Hadley brand.
“Harvesting is done by very highly skilled laborers,” Keck says. “We’re still using ladders for a lot of our jobs, so they have to be able to climb up and work at heights safely. They have to have the strength and the stamina to work with the ladder and those heights and the heat. I tell the guys,
HADLEY AND KECK
up dust and, when paired with intense winds, makes spider mites airborne. Keck says he eventually learned that “dust control is more critical than
THE AGRICULTURAL SCIENCE BEHIND DATE FARMING
The Hadley and Keck story is a powerful narrative of resilience and adaptation. Though the Kecks pack dates under the Hadley name, they have major influence on the industry. The family’s impact on regenerative date farming practices, their ability to navigate economic downturns, and their commitment to keeping the business family-driven has had an enduring effect. Today, the legacy of this farming family continues with members of the fourth generation represented by Albert Paul Keck, III and Sean Patrick Dougherty, Jr.
Farming dates is no small feat. The process begins when offshoots from mature trees are planted, a technique that preserves the genetic integrity of the fruit. It takes about five years for these young palms to bear fruit, and farmers closely monitor their growth. Pollination is done by hand — an age- old tradition that remains essential for optimal yields. The meticulous labor involved in date farming, from pollination to harvesting, has remained largely unchanged for centuries and is still practiced today at Hadley Date Gardens.
using chemicals to control a pest. Now, sometimes you need chemicals, but dust control is actually more critical. On top of that, we noticed that healthy orchards tend to get less infested with [spider] mites than weak orchards,” he explains.
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rely on imported dates or outsourced processing, the Kecks dates remain ex- clusively American- grown. This complete control over their supply chain allows
FROM TOP: BAGS AND NETS NOT ONLY PROTECT THE DATES FROM BIRDS, MOLD, AND OTHER PESTS, THEY ALSO GATHER DROPPED FRUIT. SPIDER MITES CAN GET AIRBORNE WITH WIND-WHIPPED DUST AFTER ORCHARDS ARE TILLED. ALBERT SPEAKS HIGHLY OF HIS TEAM; ONE OF HIS WORKERS HAS BEEN THERE FOR 40 YEARS.
FROM TOP: THE DEDICATED TEAM OF WORKERS TIRELESSLY HARVEST A CYCLE THAT BEGINS AGAIN EVERY JANUARY. ALBERT EXPLAINS THE HAND POLLINATION PROCESS. DATE PALMS CAN YIELD ABOUT 100 TO 300 POUNDS PER TREE.
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ISSUE 02
THE DIAMOND OF DATES
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