Date distribution expands to the East Coast and Europe Joolies, known for fresh organic California Medjool dates, has expanded distribution to the U.S. East Coast and into Europe, including the UK. In the U.S., Joolies can now be found in the mid-Atlantic in Shoprite, Safeway and Acme stores as well as Lowe’s Markets in the Carolinas. With this expanded distribution, Joolies dates are now available in more than 2,000 locations. The brand, based in Coachella and known for its mint-colored packaging, is on a mission to change the organic date-ing game to bring new consumers into the category. Currently, household penetration of dates is roughly only six percent in the U.S. and is primarily driven by older generations and those with ethnic backgrounds, since dates are popular in the Middle East.