About Us
From a market stall to the world's finest tables
The story of Date Sultan, told by the hands that built it.
Date Sultan was founded by Syed Usman Shah — a British-Pakistani from Forest Gate, East London — with one obsession: to bring the very best dates on earth to people who know the difference.
What began as a labour of love has become a name trusted by royal embassies, luxury houses, prestigious hotels, and date lovers in over 40 countries and counting.
Sourced from the heart of the date world
96% of our dates are sourced directly from Saudi Arabia — particularly the legendary groves of Madinah and Al Qassim — with select varieties from Jordan, Egypt, and Palestine.
Every single date is hand-selected for plumpness, sweetness, and that melt-in-the-mouth softness you only find at the very top of the harvest. No fillers. No compromises.
From sacred Ajwa to buttery Medjool
Our collection spans the world's most prized varieties:
For something more indulgent, our gourmet collection features dates filled with pistachios, almonds, and orange peel — alongside luxury hampers, wedding favours, corporate gift boxes, and our signature premium tubs:
Marvellous Mabroom · Supreme Safawi · Anbara Royale · Sweet Sukari
Trusted by the world's most discerning
Our dates have been chosen by:
London's most-loved markets
Come and meet us — Borough Market is the best place to find Date Sultan in person.
Multi-award-winning. Shipped worldwide.
Today, Date Sultan is multi-award-winning, with dates reaching connoisseurs across the globe — a number that grows every season.
Honoured by Heathrow's Welcome Campaign
Our founder was honoured as part of Heathrow's Welcome Campaign — a moment that captured everything Date Sultan stands for: heritage, hospitality, and bringing a taste of home to the world.
From Forest Gate to forty countries.
From a market stall to the royal table.
Welcome to Date Sultan.