From Discovery to Success: The Story Behind Date Lady
Colleen Sundlie, a mother of five from Moscow, Idaho, transformed a simple discovery made abroad into a thriving business that now generates millions annually. While living in the United Arab Emirates due to her husband’s work, Sundlie encountered the rich tradition and nutritional benefits of dates—an experience that sparked the inception of Date Lady, a line of organic date products including syrups, spreads, sauces, and sugar.
Dates play an integral role in Middle Eastern culture, often enjoyed alongside Arabic coffee and featured in various forms at markets and souks. Sundlie’s exposure to pure date syrup in Al Ain opened her eyes to a product largely unknown and unavailable in the U.S. market. Upon returning home, she realized the absence of similar high-quality, natural date-based products, prompting her to launch Date Lady to fill this gap.
Discovering the Magic of Dates Abroad
During her time in the UAE, Sundlie’s curiosity was piqued by the variety and purity of date syrups available in local markets. “Everywhere you go you are offered dates and Arabic coffee,” she recalls, highlighting the cultural significance of dates in the region. The product’s flavor and nutritional profile impressed her deeply, especially after learning from Emirati women about the traditional uses of date syrup for health and wellness, including for infants.
Inspired by this discovery, Sundlie conducted extensive research on the nutritional value of dates. She found that date syrup is a natural sweetener rich in essential vitamins and minerals, offering a healthier alternative to refined sugars commonly found in the U.S. market. However, upon returning stateside, she struggled to find comparable products, which solidified her resolve to bring authentic date syrup to American consumers.
Launching a Side Hustle with Determination and Investment
Starting a business from scratch requires more than passion—it demands research, investment, and perseverance. Sundlie and her husband embarked on a journey to understand the market and find reliable suppliers. They attended BioFach in Nuremberg, Germany, and Gulfood in Dubai, investing around $5,000 in travel and approximately $60,000 to import their first shipment and establish a small production space for bottling.
Support from friends, family, and their local bank proved invaluable, providing both enthusiasm and financial backing during the early stages. This community support was essential for a venture that many might have viewed as unconventional or risky.
Building the Business without Venture Capital
Unlike many startups that chase rapid growth through venture capital, Sundlie opted for a more measured approach. “Growing slowly allowed us to really figure out how to make things work and escape a load of debt,” she explains. This strategy enabled the company to learn from mistakes and refine its products without the pressure of external investors expecting quick returns.
While she sometimes wonders whether taking venture capital or planning an exit strategy earlier might have accelerated growth, Sundlie acknowledges that the market’s readiness and her family’s capacity to manage such pressure were significant factors in choosing a steady, sustainable path.
Challenges of Entering Brick-and-Mortar Retail
Breaking into physical retail stores posed unexpected challenges. Sundlie notes that despite the possibility of approaching grocery buyers directly, scaling the business effectively required engaging brokers who bring valuable industry relationships. Additionally, the costs associated with slotting fees, marketing promotions, and providing free product samples for stores are substantial barriers for many emerging brands.
Distribution also adds layers of complexity and expense. These factors highlight the difficult balance between product innovation and navigating the traditional retail ecosystem.
A notable setback occurred when Date Lady processed 60,000 pounds of dates in California, resulting in syrup that was too acidic and unlike the original Arabian-style syrup. Instead of discarding this batch, Sundlie innovated by creating a BBQ sauce that became one of the brand’s signature products, demonstrating resilience and creativity in product development.
Consistent Growth and Revenue Milestones
Date Lady began generating consistent monthly revenue within its first year, though profitability took several more years to achieve. By 2021, the company had surpassed $2 million in annual revenue. Over the next four years, revenue climbed to nearly $7 million, with ambitions to reach $10 million in the current year—a testament to sustained growth and market acceptance.
Balancing Motherhood and Entrepreneurship
Managing a growing business alongside parenting five children presents unique challenges. Sundlie’s daily routine is fluid, adapting to family needs while maintaining focus on business priorities. A typical day involves school runs, meetings, managing emails, product testing, and family time, often extending work into the evening hours. This unconventional schedule underscores the realities many entrepreneur parents face in balancing ambition and family life.
Valuable Business Advice
Sundlie emphasizes the importance of understanding the cost of goods sold (COGS) and carefully projecting expenses and profits over several years. “Make sure you see profit in your future,” she advises. Staying authentic is equally crucial—Date Lady products were initially crafted in her kitchen without relying on consultant formulas, allowing for unique, additive-free flavors that distinguish the brand in the market.
This blend of financial discipline and genuine product development has been central to Date Lady’s success, highlighting the power of perseverance, innovation, and staying true to one’s vision.
This article is based on an interview with Colleen Sundlie, founder of Date Lady, who has grown her business over 15 years to become a significant player in the organic date product market. The products are manufactured in Springfield, Missouri, and her journey reflects valuable lessons in entrepreneurship, market research, and resilience.
For more insights, visit the original interview Here.
