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 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, 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.
1. Albert Keck II’s grandparents’ former packing house on highway 111.
2. The Keck family helps the legacy of the Hadley name live on.
The Legacy of Hadley and Keck: Pioneers of the American Date Industry
The hot and unforgiving 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.
The Origins of the Hadley Date Empire
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-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 key contributors to Coachella Valley agriculture. Their son, John Keck, and his wife, Linda, carried that history forward after Albert’s pre-mature passing. With a background in agriculture and accounting, John joined the family’s date business in Indio, 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 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.
Albert P. Keck II and his son Paul walk the orchards destined for more cover crops.
Competition and the Market Landscape
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 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.
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 rely on imported dates or outsourced processing, the Kecks dates remain ex-clusively American-grown. This complete
control over their supply chain allows them to ensure superior quality while preserving the legacy of the Hadley brand.
1. The dedicated team of workers tirelessly harvest a cycle that begins again every January.
2. Date palms can yield about 100 to 300 pounds per tree.
3. Albert explains the hand pollination process.
The Agricultural Science Behind Date Farming
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.
“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, ‘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 up dust and, when paired with intense winds, makes spider mites airborne. Keck says he eventually learned that “dust control is more critical than 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.
1. Albert speaks highly of his team; one of his workers has been there for 40 years.
2. Bags and nets not only protect the dates from birds, mold, and other pests, they also gather dropped fruit.
The Enduring Legacy of Hadley and Keck
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.
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.
