Spectra Dates (part of Naouri Group) is one of Jordan’s leading growers and exporters of Royal Medjool dates (also known as "the king of dates"). Based in the fertile Jordan Valley, the company is responding to rising international demand as more countries discover the fruit’s exceptional taste and natural health benefits.
Today, Spectra exports to over 24 countries. Production increases by 10 to 15 percent each year. With 26 distinct quality grades and 6 sizes, Spectra has become known for its flexibility, reliability and consistent quality. The company serves a wide range of customers, including retailers, wholesalers and private-label partners.
To continue meeting this growing demand, Spectra saw the need to modernize its grading process. Manual sorting, once sufficient, could no longer match the speed or accuracy required for higher volumes and stricter specifications. Delivering accurate sizes, moisture levels, sugar content, skin separation, color and defect detection became increasingly complex for humans. The longer it took to sort manually, the greater the risk of missing shipments. And missing the season often meant lowering prices, which directly impacted revenue.
To stay ahead, Spectra searched for a solution that could boost throughput, improve accuracy and provide the adaptability needed for today’s fast-moving export markets. The answer was a two-lane Elisam grader powered by Ellips True-AI. Since implementation, the company has increased capacity, reduced labor requirements by 40 percent and ensured every shipment meets its premium export standards and time windows.
Following are just some of the improvements that Spectra Dates achieved:
✅ Higher throughput
With a sorting capacity of 2 tons per hour, Spectra tripled its seasonal output from 250 to 800 tons compared to manual sorting. The Elisam AI grader enables faster, more reliable processing to meet tight deadlines and handle last-minute customer orders, all while ensuring the full harvest is sorted on time to capture the best possible market prices.
✅ Exceptional consistency
Ellips True-AI accurately sorts dates by size, shape, color, moisture levels, skin condition, sugar content and defect detection, maintaining a 99 percent accuracy rate. This level of precision ensures reliable product quality across 26 grades and 6 sizes, meeting exact specs for every customer and market.
✅ Smart, efficient operations
Automated grading reduced labor needs by 40 percent and eliminated the need for re-sorting. With a faster turnaround, Spectra saves time and resources while delivering every order with confidence. The result is smooth peak-season operations with zero customer claims and consistently high satisfaction.
About Spectra Dates
A world-class grower and exporter of Medjool dates
Spectra Dates is one of Jordan’s leading growers and exporters of Royal Medjool dates, cultivated in the fertile Jordan Valley, the lowest point on Earth and one of the best environments in the world for premium date production. With its hot climate, mineral-rich soil, and ideal humidity, the region produces dates with exceptional flavor, texture and quality. Spectra manages over 300 acres of date palms, and attributes its outstanding quality to fresh, clean water, the right fertilizers and pesticides, and a skilled, passionate team.
From farm to freight. A 4-in-1 supply chain
Since 2010, Spectra has grown into a global supplier, exporting to more than 24 countries across Europe, North America, Asia and the Arab region. Spectra is a 4-in-1 supplier: we grow our own dates, grade them using advanced AI technology, pack them in a variety of formats including private label, and manage global logistics through our parent company, the Naouri Group. This fully integrated model gives us complete control over quality, speed and flexibility. From farm to final shipment.
Key challenges driving change
As Spectra Dates rapidly scaled up its export operations, the company faced increasing pressure to maintain premium quality at high volumes. All within a short harvest season. Manual sorting, once sufficient, could no longer deliver the accuracy, speed or flexibility required. To stay competitive in global markets and meet growing customer expectations, Spectra knew it was time to invest in advanced AI grading technology.
1. Rising export volumes and strict quality demands
Spectra exports to over 24 countries and manages 26 product grades across six sizes: very small, small, medium, large, jumbo and super jumbo. Each grade has its own specifications and market value. Export clients expect precise sorting by size, weight, color, moisture, sugar content, skin separation, and both external and internal defects. Even small quality issues, especially with moisture, can downgrade a shipment, reduce its price or harm the brand’s reputation.
Variation between farms and palm trees
Spectra’s dates come from multiple farms in the Jordan Valley. Even within the same region, the fruit can vary. Some farms produce long dates, others round or fat ones, even at the same weight. There were initial concerns about whether AI could adapt to this natural variation. But the system quickly learned to sort accurately based on color, shape and size.
Defect-free means brand protection
Medjool dates often show minor imperfections such as bruising, discoloration or loose skin, all of which impact shelf life, appearance and classification. More serious defects like sourness or bird damage must be eliminated entirely to protect Spectra’s premium positioning.
2. Short harvest window and last-minute orders
Spectra’s harvest season lasts only a few months. During this period, large volumes of fruit must be sorted, graded and packed with precision. Often on tight deadlines or for last-minute orders with specific customer requirements. Manual sorting could not match the pace needed to stay ahead of demand.
Timing is everything
If orders are not processed and shipped on time, market prices drop. Before automation, Spectra had to sort every batch twice by hand just to meet quality standards. This was labor-intensive and still left room for human error. Investing in high-throughput AI grading became essential to protect revenue and meet customer deadlines. This ensures orders are delivered on time, even under tight pressure, while maintaining export quality.
3. Manual sorting was too slow, inconsistent and labor-intensive
As the company grew, so did the number of trees and the volume of fruit. Manual sorting struggled to keep up with daily throughput goals. Human sorters got tired quickly, and consistency became harder to maintain. Over time, mistakes increased, and batches needed to be rechecked or re-sorted. Human eyes eventually started seeing all fruit the same.
Labor pressure and rising costs
Hiring and training more seasonal labor was not sustainable. It added cost and complexity without solving the accuracy challenge. The AI grading system allowed Spectra to reduce labor needs, increase consistency, and improve efficiency without sacrificing quality.
Choosing the right partner & technology
For Spectra Dates, selecting a grading solution wasn’t just about installing a machine. It was a strategic move to protect product value, scale operations, and prepare for continued growth. With a short harvest season, rising volumes, and increasing global demand, the company needed a system that delivered speed, precision and flexibility. While still respecting the natural diversity of their fruit from farm to farm.
Why Ellips - Elisam stood out
After evaluating multiple options, Spectra chose the Elisam grader powered by Ellips True-AI. A proven solution in the Medjool industry. Its ability to sort by shape, size, color, skin condition, moisture levels and defects was immediately clear. Just as important, the AI quickly adapted to Spectra’s specific fruit profiles, including subtle differences in variety, weight and shape across different farms. There was no need for endless recalibration.
Testing, validation and internal buy-in
Before committing, Spectra conducted real-world testing. They had previously outsourced grading services to a third party and compared results across machines. Many competitors fell short of their promised throughput. In contrast, the Elisam AI grader delivered exactly what was claimed. Both in accuracy and in speed. That transparency was essential in building a solid business case for ROI. While the investment was higher than some alternatives, the real-world performance proved its value.
Just as crucial: the machine had to fit in Spectra’s packing house. During the evaluation phase, the team carefully considered space requirements, installation needs and operational flow. The Elisam grader fit seamlessly into the existing setup.
Internally, the decision brought together the board, engineers and operations team. The owner was open to investing. However, only if the team was confident the solution would add real, lasting value. Ayham Fakheralden led the analysis, using performance data from early tests to present a detailed case to the board. The result was a unanimous vote.
What were the main motivations for choosing Ellips-Elisam?
1. Accuracy and consistency in complex grading
The Ellips True-AI system proved invaluable in managing this complexity, delivering accurate, automated grading across a wide range of quality factors. For a premium brand like Spectra, this level of accuracy is critical to maintaining trust and meeting the expectations of global buyers.
2. Flexibility to meet diverse customer requirements
With customer demands varying across more than 24 countries, flexibility was essential. The Elisam system allows quick adjustments to meet specific requirements for size, moisture, and skin seperation without interrupting operations or compromising consistency.
3. Higher throughput to handle peak season
During harvest, large volumes arrive in a short window. The Elisam grader handles high capacity with consistent performance and minimal maintenance, ensuring deadlines are met without compromising quality. A truly intelligent system that delivers reliable performance day in, day out, even under pressure.
4. Gentle handling for a delicate fruit
Medjool dates are soft, fragile, and easily bruised. And every mark counts. The Elisam grader rotates each date gently for full inspection without damaging the fruit. This gentle approach to sorting helped ensure Spectra could maintain visual quality, preserve shelf life, and uphold its premium image across all grades and sizes.
5. Smoother operations with less labor pressure
Strategic partnership and support
For Spectra Dates, choosing Ellips-Elisam wasn’t just about technology. It was about finding a local partner they could rely on long after installation. The local dealer in Jordan, Sami Abu Hamdeh, has been instrumental in ensuring smooth operations and responsive support. Whether it’s a quick question, spare parts, or technical advice, Sami and the Ellips-Elisam team are always available. Even on weekends. Their fast response times, flexibility, and deep understanding of Spectra’s operations make them more than just a vendor; they’re a trusted extension of the team. This dependable partnership gives Spectra the confidence that, no matter the challenge, they’re never alone.
Results
Spectra Dates set out to improve throughput, accuracy, and efficiency, but the results exceeded even their own expectations.
With Ellips AI and the Elisam grader, the team achieved faster sorting, reduced operational stress, and opened the door to a new generation of export customers. What started as a leap of faith in automation became a turning point for the entire business.
Following are just some of the improvements that Spectra Dates achieved:
✅ Higher throughput
With a sorting capacity of 2 tons per hour, Spectra tripled its seasonal output from 250 to 800 tons compared to manual sorting. The Elisam AI grader enables faster, more reliable processing to meet tight deadlines and handle last-minute customer orders, all while ensuring the full harvest is sorted on time to capture the best possible market prices.
✅ Exceptional consistency
Ellips True-AI accurately sorts dates by size, shape, color, moisture levels, skin condition, sugar content and defect detection, maintaining a 99 percent accuracy rate. This level of precision ensures reliable product quality across 26 grades and 6 sizes, meeting exact specs for every customer and market.
✅ Smart, efficient operations
Automated grading reduced labor needs by 40 percent and eliminated the need for re-sorting. With a faster turnaround, Spectra saves time and resources while delivering every order with confidence. The result is smooth peak-season operations with zero customer claims and consistently high satisfaction.
✅ Trusted by global customers
Spectra’s reputation for quality and reliability continues to grow. With every on-time, on-spec shipment, the company builds lasting partnerships with retailers, wholesalers and private-label customers worldwide. Batch after batch, season after season.
✅ A shift in customer base
The move to AI didn’t just improve sorting. It transformed the business. After upgrading, new retail-focused customers began approaching Spectra directly. These buyers value premium quality, consistency and traceability. As a result, Spectra shifted its entire customer base to higher-value partners who recognize long-term potential. Better quality led to better trust, and faster growth.
Future
For Spectra Dates, the journey doesn’t end here. As technology keeps evolving, so do their ambitions. “Technology never stops, and we expect even more from you,” says Ayham Fakheralden. “We’re planning to invest again in the near future. Either by upgrading our current machine or adding a second line to handle more capacity.” With Ellips-Elisam, Spectra sees not just a supplier, but a long-term innovation partner. One that’s expected to keep pushing the boundaries of what AI can do. Harvest after harvest.
