Sabra (company)

Sabra Dipping Company
Limited liability company
Industry Food production
Predecessor Sabra-Blue & White Foods
Founded 1986
Headquarters White Plains, New York[1]
Key people
Products Dips and spreads
Revenue US$90 million (2007)[2]
$65 million (2007)[3]
Number of employees
 501-1000[4]
Parent Strauss, PepsiCo
Website http://www.sabra.com

Sabra Dipping Company, LLC is a U.S.-based company which produces Middle Eastern-style food products, including hummus, eggplant dip, baba ghanoush, and Mediterranean salsa.[5] All Sabra products are certified kosher and vegetarian, and are available throughout the U.S. and Canada.[6][7][8] As of 2008, the company held a 34.7% market share for Mediterranean salads, dips and spreads.[2]

Growth

The company was founded in 1986 as Sabra-Blue & White Foods. The company was bought in 2005 by Israeli food manufacturer Strauss. In March 2008, Strauss entered a joint-venture partnership with Frito-Lay, a division of the multinational PepsiCo corporation. Strauss owns 50% and PepsiCo 50% of the company.[1][5][9] In November 2008, the company announced the construction of a new US$61 million plant in Chesterfield County, Virginia, expected to employ 260 people and come on line in mid-2010.[10][11] The company grew over 50% between August 2008 and August 2009.[7]

In November 2009, Gadi Lesin, President and CEO of the Strauss group, announced that the market share of the Sabra Dipping Company had reached 40% in the United States, making it the largest hummus manufacturer in the world.[12]

Marketing

During the run-up to the 2008 U.S. presidential election, Sabra commissioned sculptor Kirk Rademaker to create busts of candidates John McCain, Barack Obama and Hillary Clinton out of 100 pounds of hummus.[13]

Sabra launched its first U.S. national advertising campaign in March 2009, with the StrawberryFrog ad agency.[1][14] In May 2009, the company began a series of promotional events in which it recreated "Mediterranean villages" in 11 major U.S. cities.[15]

Boycott campaigns

Until 2010, the Strauss Group had a statement on their English website stating that the company donates food packages to the Golani Brigade of the Israel Defense Forces.[16][17] Activists in the Boycott, Divestment and Sanctions campaign have called for boycotts of Sabra products, over the donations.[18] Student groups at DePaul University, Princeton University, and the University of Ottawa campaigned unsuccessfully to have their schools switch to alternate brands.[19][20]

Hummus recall

On 8 April 2015, Sabra recalled 30,000 cases of its classic hummus after a tub in Michigan tested positive for Listeria.[21] Inspectors with the Michigan Department of Agriculture and Rural Development (MDARD) learned of the possible contamination by L. monocytogenes after routine inspections on March 30th at a Kroger in Port Huron, according to MDARD spokeswoman Jennifer Holton.[22]

References

  1. 1 2 3 Todd Wasserman (March 3, 2009). "Sabra Hummus Breaks National Campaign". Brandweek. Archived from the original on March 5, 2009. Retrieved September 5, 2009.
  2. 1 2 "Sabra Dipping Company, a Joint Venture Between Strauss Group and PepsiCo, Announced Plans to Open a State-of-the-art Plant in Richmond, Virginia". SmartBrief. November 24, 2008. Archived from the original on October 1, 2011. Retrieved September 5, 2009.
  3. ↑ "PepsiCo closes Sabra joint venture". Forbes. March 31, 2008. Archived from the original on May 13, 2009. Retrieved September 5, 2009.
  4. ↑ "Sabra Dipping Company, LLC". LinkedIn. Retrieved September 5, 2009.
  5. 1 2 "Products". Sabra Dipping Company. Retrieved November 1, 2015.
  6. ↑ "Sabra FAQ". Retrieved November 1, 2015.
  7. 1 2 "Sabra Hummus Co. Transforms Union Square Park into Mediterranean Café". The New York Blueprint. September 16, 2009. Retrieved November 1, 2015.
  8. ↑ "Sabra Dipping". OK Kosher Certification. Retrieved November 1, 2015.
  9. ↑ "Strauss Group brands: Sabra". Strauss Group. Retrieved October 31, 2015.
  10. ↑ "Governor Kaine Announces Sabra Dipping Company Will Open a New Food Manufacturing Plant in Chesterfield County" (PDF) (Press release). Virginia's Gateway Region Economic Development Organization. November 19, 2008. Retrieved September 5, 2009.
  11. ↑ "Sabra Dipping Company, a Joint Venture Between Strauss Group and PepsiCo, Announced Plans to Open a State-of-the-art Plant in Richmond, Virginia". PRNewswire.uk. November 24, 2008. Retrieved November 1, 2015.
  12. ↑ Aviv Levy (November 25, 2009). זינוק במכירות חומוס שטראוס בארה"ב: כבשה 40% מהשוק [Hummus sales surge. Strauss USA captured 40% of the market] (in Hebrew). Globes. Retrieved November 25, 2009.
  13. ↑ Theresa Howard (June 30, 2008). "Ad Track: Winning ads really work for consumers". USA Today. Archived from the original on October 25, 2012.
  14. ↑ Amy Martinez; Melissa Allison (March 13, 2009). "Savory Moment's customers come to the aid of its founder". The Seattle Times. Retrieved October 31, 2015.
  15. ↑ "Sabra Takes a Mediterranean Village on Tour across North America". PR Web. May 19, 2009. Retrieved October 31, 2015.
  16. ↑ Ron Friedman; Stephanie Hodes (December 14, 2010). "Strauss reposts IDF-support commitment on website". Jerusalem Post. Retrieved October 31, 2015.
  17. ↑ Michal Toiba (November 18, 2010). "Strauss Group removes support for IDF from website". The Jerusalem Post. Retrieved October 31, 2015.
  18. ↑ "DePaul students reject ouster hummus brand". Quad-Cities Online. May 25, 2011. Retrieved October 31, 2015.
  19. ↑ "Canadian university students launch Sabra hummus boycott". Haaretz.com. March 9, 2014. Retrieved October 31, 2015.
  20. ↑ Tamar Lewin (December 3, 2010). "New Subject of Debate on Mideast: Hummus". The New York Times. Retrieved September 19, 2011.
  21. ↑ Rachel Abrams (April 9, 2015). "Listeria in Sabra Hummus Prompts New Wave of Recalls". The New York Times. Retrieved October 31, 2015.
  22. ↑ Robin Erb (April 16, 2015). "Listeria detection prompts national recall by Sabra". Detroit Free Press. Retrieved October 31, 2015.
This article is issued from Wikipedia - version of the Tuesday, December 15, 2015. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.