Sabra (company) explained

Sabra Dipping Company, LLC
Type:Joint venture
Predecessor:Sabra-Blue & White Foods
Foundation: (as Sabra-Blue & White Foods)
Location City:White Plains, New York, U.S.[1]
Key People:
  • Tomer Harpaz (CEO)
  • Paula Fitzgerald (CFO)
  • Jason Levine (Chief Marketing Officer)
  • Stacey Zeltner (CHRO)
  • Colleen Flaherty (Head of Sales)
  • Bryant Michael (VP of Supply Chain)
  • Cherie Floyd (CTO)
  • Meiky Tollman (EVP International)
Industry:Food
Products:Dips and spreads
Revenue:US$800 million (2016)
Num Employees:500 (2014)[2]

Sabra Dipping Company, LLC is a U.S.-based company which produces Middle Eastern-style and other food products, including hummus and guacamole.[3] It is co-owned by PepsiCo and the Strauss Group. All Sabra products are certified kosher and vegetarian, and are available throughout the U.S. and Canada.[4] [5] [6] As of 2016, the company held a 60% market share for hummus sales in the United States, and was forecast to exceed $1 billion in sales in 2017.[7] [8]

Growth

The company was founded in 1986 by Zohar Norman and Yehuda Pearl[9] as Sabra-Blue & White Foods.[10] [11] The company was bought in 2005 by Israeli food manufacturer Strauss. Prior to the acquisition by Strauss, Sabra had entered into negotiations to purchase Basha hummus, which was then the leading hummus brand in Detroit. However, the deal never closed successfully, languishing for months until it became clear that Strauss was not interested in acquiring Basha.[12]

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] [3] [13] In November 2008, the company announced the construction of a new $61 million plant in Chesterfield County, Virginia, expected to employ 260 people and come on line in mid-2010.[14] [15] The company grew over 50% between August 2008 and August 2009.[5]

By 2016, Sabra had gained a 60% market share of hummus in the United States,[8] and, through its co-ownership and sales channels with PepsiCo, was close to $1 billion in annual sales.[7] To parallel the rising consumer demand for hummus, American farmers have increased their production of chickpeas four-fold since 2009, harvesting more than 100e6lb in 2015, up from about 25e6lb in 2009.[16]

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.[17]

Sabra launched its first U.S. national advertising campaign in March 2009, with the StrawberryFrog ad agency.[1] [18] In May 2009, the company began a series of promotional events in which it recreated "Mediterranean villages" in 11 major U.S. cities.[19] By 2015, Sabra had established greater presence among American and Canadian consumers by marketing a "cultural movement" based on a desire for people to experience hummus as an old world food with new tastes close to what they already knew.[8]

Boycott campaigns

Until 2010, the Strauss Group stated on their English-language website that the company donated food packages to the Golani Brigade of the Israel Defense Forces.[20] [21] Activists in the BDS movement called for boycotts of Sabra products over the donations.[22] Student groups at DePaul University, Princeton University, and the University of Ottawa campaigned unsuccessfully to have their schools switch to alternate brands.[23] [24] In 2019, the Dickinson College Student Senate passed a resolution endorsing a ban on Sabra Hummus.[25]

Hummus recalls

On April 8, 2015, Sabra recalled 30,000 cases of its classic hummus after a tub in Michigan tested positive for Listeria.[26] Inspectors with the Michigan Department of Agriculture and Rural Development (MDARD) learned of the possible contamination by L. monocytogenes after routine inspections on March 30 at a Kroger in Port Huron, according to MDARD spokeswoman Jennifer Holton.[27]

On November 19, 2016, Sabra voluntarily recalled multiple hummus varieties across the U.S. after Listeria was discovered at one of its manufacturing plants, though the company stated the bacteria had not been found in any of its actual products.[28]

In March 2021, Sabra recalled about 2,100 cases of 10 oz. Classic Hummus, following a routine inspection by the FDA in the US, due to a possible salmonella contamination. The recall affected sixteen different states in the US.[29] [30]

See also

Notes and References

  1. News: Todd Wasserman. Sabra Hummus Breaks National Campaign. Brandweek. March 3, 2009. dead. https://web.archive.org/web/20090305120523/http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i9f08e8d32669ab32972829083aa1c13a. March 5, 2009. September 5, 2009.
  2. Web site: Mark Gormis. Sabra Dipping Co. opens new plant expansion. Richmond Times-Dispatch, Richmond, VA. 1 November 2017. 8 October 2014.
  3. Web site: Products. Sabra Dipping Company. November 1, 2017.
  4. Web site: Sabra FAQ. November 1, 2015. dead. https://web.archive.org/web/20151024072905/http://sabra.com/about/FAQ. October 24, 2015.
  5. News: Sabra Hummus Co. Transforms Union Square Park into Mediterranean Café. The New York Blueprint. September 16, 2009. November 1, 2015.
  6. Web site: Sabra Dipping. OK Kosher Certification. November 1, 2015.
  7. Web site: Elaine Watson. Sabra 'well on its way' to becoming our next $1bn brand, says PepsiCo. Foodnavigator-USA.com, William Reed Business Media. 1 November 2017. 29 September 2016.
  8. Web site: Scott Goodson. The Surprising Rise of Hummus in America. Huffington Post. 1 November 2017. 5 June 2015.
  9. Web site: Big Hummus Is Watching. It Wants You To Eat More Hummus.. SingerOctober 29. Jenny. 2019Sabra. The Forward. en-US. 2019-12-24.
  10. News: The Dip That Roared: How Hummus Conquered the U.S.. 2014-06-20. Haaretz. 2019-11-27. en.
  11. Web site: SABRA: Reimagining Hummus. Quality Assurance & Food Safety. 2019-12-24.
  12. Book: Zilko . Dave . Irrational Persistence: Seven Secrets That Turned a Bankrupt Startup Into a $231,000,000 Business . 2016 . Wiley . 82.
  13. Web site: Strauss Group brands: Sabra. Strauss Group. October 31, 2015.
  14. Governor Kaine Announces Sabra Dipping Company Will Open a New Food Manufacturing Plant in Chesterfield County. Virginia's Gateway Region Economic Development Organization. November 19, 2008. September 5, 2009.
  15. Web site: 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. November 1, 2015.
  16. Web site: Justin R. Silverman. Hummus's quest to conquer America, one mouth at a time. Today. 1 November 2017. 20 April 2016.
  17. News: Howard. Theresa. Ad Track: Winning ads really work for consumers. USA Today. June 30, 2008. https://web.archive.org/web/20121025082731/http://usatoday30.usatoday.com/money/advertising/adtrack/2008-06-29-cannes-lion-winners-consumers_N.htm. October 25, 2012.
  18. News: Martinez. Amy. Allison. Melissa . Savory Moment's customers come to the aid of its founder. The Seattle Times. March 13, 2009. October 31, 2015.
  19. News: Sabra Takes a Mediterranean Village on Tour across North America. PR Web. May 19, 2009. https://archive.today/20130131200400/http://www.prweb.com/releases/2009/05/prweb2430344.htm. dead. January 31, 2013. October 31, 2015.
  20. News: Ron Friedman. Stephanie Hodes. Strauss reposts IDF-support commitment on website. Jerusalem Post. December 14, 2010. October 31, 2015.
  21. Web site: Michal Toiba. Strauss Group removes support for IDF from website. The Jerusalem Post. November 18, 2010. October 31, 2015.
  22. Web site: DePaul students reject ouster hummus brand. Quad-Cities Online. May 25, 2011. October 31, 2015.
  23. Web site: Canadian university students launch Sabra hummus boycott. Haaretz.com. March 9, 2014. October 31, 2015.
  24. News: Tamar Lewin. New Subject of Debate on Mideast: Hummus. The New York Times. December 3, 2010. September 19, 2011.
  25. News: Resolution Passed to Ban Sabra Hummus After Student Debate . Lianna . Brown . December 5, 2019 . . December 16, 2019 .
  26. News: Rachel Abrams. Listeria in Sabra Hummus Prompts New Wave of Recalls. The New York Times. April 9, 2015. October 31, 2015.
  27. News: Robin Erb. Listeria detection prompts national recall by Sabra. Detroit Free Press. April 16, 2015. October 31, 2015.
  28. News: Ralph Ellis. Sabra hummus products recalled over Listeria concerns. CNN. November 19, 2016. November 19, 2016.
  29. https://eu.usatoday.com/story/money/2021/03/31/sabra-recall-classic-hummus-recalled-due-possible-salmonella-risk/4817819001/ Sabra recalls some of its Classic Hummus due to salmonella risk, FDA says
  30. https://www.nbcnewyork.com/news/local/recall-alert-local/sabra-recalls-2000-plus-cases-of-its-popular-classic-hummus-amid-salmonella-fears/2974618/ Sabra Recalls 2,000-Plus Cases of Its Popular Classic Hummus Amid Salmonella Fears

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