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Sabra (company)

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**Sabra Company:**

– Founded in 1986 by Zohar Norman and Yehuda Pearl as Sabra-Blue & White Foods
– Acquired by Israeli food manufacturer Strauss in 2005
– Entered a joint-venture partnership with Frito-Lay in 2008
– Constructed a new $61 million plant in Virginia in 2008
– Experienced over 50% growth between August 2008 and August 2009

**Sabra Marketing:**

– Commissioned sculptor Kirk Rademaker to create hummus busts of political candidates in 2008
– Launched first U.S. national advertising campaign in March 2009
– Organized promotional events recreating Mediterranean villages in major U.S. cities in 2009
– Established a greater presence among American and Canadian consumers by marketing a cultural movement in 2015
– Aimed to offer hummus as an old-world food with new tastes close to what consumers already knew

**Sabra Challenges:**

– Faced boycott campaigns due to Strauss Group’s donations to the Golani Brigade until 2010
– Activists in the BDS movement called for boycotts of Sabra products
– Student groups at various universities campaigned to switch to alternate hummus brands
– Dickinson College Student Senate endorsed a ban on Sabra Hummus in 2019

**Sabra Hummus Recalls:**

– Recalled 30,000 cases of classic hummus in 2015 due to Listeria contamination
– Voluntarily recalled multiple hummus varieties in 2016 after Listeria discovery at a manufacturing plant
– Recalled about 2,100 cases of Classic Hummus in 2021 due to possible salmonella contamination
– Recalls affected multiple states in the U.S.

**Pepsi Brand:**

– Famous legal case involving Pepsi known as Leonard v. Pepsico, Inc.
– Marketed a stunt “Pepsi, Where’s My Jet?” leading to the legal case
– Iconic advertising symbol with the Pepsi-Cola Sign originating in New York City
– Created the Japanese video game character Pepsiman as part of a marketing campaign
– Engaged in a partnership with Ekaterra to produce eco-friendly products showcasing corporate social responsibility.

Sabra (company) (Wikipedia)

Sabra Dipping Company, LLC is a U.S.-based company which produces Middle Eastern-style and other food products, including hummus and guacamole. 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. 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.

Sabra Dipping Company, LLC
Company typeJoint venture
PredecessorSabra-Blue & White Foods
Founded1986; 38 years ago (1986) (as Sabra-Blue & White Foods)
  • Zohar Norman
  • Yehuda Pearl
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)
ProductsDips and spreads
RevenueUS$800 million (2016)
Number of employees
500 (2014)
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