The Ramadan date project has fast become synonymous with the start of the holy month for Muslims in the UK.

Founded in 2015, The Date Project began with a simple idea — using the gift of dates during Ramadan to support those in need.

The ethically sourced Medjool dates from Jordan are sold in decorative tins. Starting at £10, the dates are delivered to customers by an army of volunteers.

A few weeks before Ramadan starts, a frenzy builds around the products, often leading to tins selling out.

What started as simple hand-packed dates in sweet boxes to raise funds for the Al-Huda Bakery in Syria has grown into an initiative rooted in generosity, faith, and community.

With all profits donated to charity, the organisation has raised nearly £7 million through the sale of 1.8 million tins.

The start of the Date Project

The idea to sell tins of dates emerged from the Syrian conflict and the challenge of raising money to run a bakery.

“One of the ideas that we came up with was to sell dates, a staple food during the month of Ramadan, and help raise money towards the running of a bakery in Syria,” said Sarfraz Nazir, an admin lead at The Date Project, speaking recently on the Today programme.

In the first year, they purchased 5,000 boxes and packaged them in Mitai (South Asian sweets) boxes. They sold out in a week.

The tins were introduced in the second year, and the project has gone from strength to strength, with over 250,000 tins sold last year alone.

The decorative tins

The decorative designs on the tins came from a desire to create a product of quality — something the community could feel proud to display in their homes.

“Not only are people buying good quality dates but it’s a form of art that’s coming into their house,” said Sarfraz.

“We wanted to showcase Muslim artists and the talent that we’ve got within the Muslim community.”

And award-winning artists, including Maaida Noor, have designed the tins.

“There’s a lot of excitement. They’re forms of art, done by very talented artists like Maaida and others, and people look forward to seeing the new designs, the new colours and the thinking behind each design,” he said.

The combination of delicious dates and striking artwork makes the tins a popular gifting item.

“It turns people’s minds towards mentally preparing for Ramadan. We’ve known people who have ordered date boxes and had them sent to family members they’ve not spoken to in a long time. They didn’t know what sort of gift to give them, so they sent them a date box,” Sarfraz added.

Community and charity

The project has also become a powerful community effort

Around 2,500 people have registered to volunteer to deliver the tins. Often, the same smiling faces return each year to cover their own neighbourhoods. Where volunteers are unavailable, the boxes are posted.

“Our dedicated volunteers, 2,500 of those, will distribute the tins across the UK,” said Sarfraz.

“They enjoy delivering dates, they enjoy going and meeting people, connecting with people at different points,” he added.

The project also attracts non-Muslim customers and is an opportunity for dawah and amplifying Muslim causes.

“We have a lot of non-Muslim customers who resonate with the causes, whether it’s Palestine or Syria, and they enjoy the good quality dates,” he said.

“We also include a kids’ Ramadan activity booklet for free. Parents enjoy allowing their kids use that during the month of Ramadan. But non-Muslims also pick that up and learn about Islam.

“So it’s got many benefits in terms of bringing Ramadan into people’s homes but also bringing the community together.”

More than a tin of dates

For Sarfraz, the work is a duty and a means of making meaningful impact.

“For us, the Date Project’s not just about selling a tin of dates. It’s more than that. It’s about the fact that we’ve got a vehicle to be able to showcase what Islam is about, the beauty of Islam,” he said.

“We’re able to raise the money for different causes, bring communities together, allow people to volunteer in a way that they really enjoy.

“So all of that brought together is the beauty of our faith.”