Sabra (company)

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Sabra Dipping Company
Type Limited liability company
Industry Food production
Predecessors Sabra-Blue & White Foods
Founded 1986
Headquarters White Plains, New York[1]
Key people
Products Dips and spreads
Revenue US$90 million (2007)[2]
Operating income $65 million (2007)[3]
Employees 300[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] As of 2008, the company held a 34.7% market share for Mediterranean salads, dips and spreads.[2]

The company was founded in 1986 as Sabra-Blue & White Foods (Sabra being a nickname for an Israeli-born person and Blue & White representing the colors of the Flag of Israel). 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][8] 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.[9][10] The company grew over 50% between August 2008 and August 2009.[6]

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.[11]

Sabra launched its first U.S. national advertising campaign in March 2009, with the StrawberryFrog ad agency.[1][12] In May 2009, the company began a series of promotional events in which it recreated "Mediterranean villages" in 11 major U.S. cities.[13]

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.[14]

Product boycotts[edit]

Sabra has been publicly criticized for its involvement in the Israel-Palestinian Conflict, and for the company's financial supporting of the Israeli Defense Forces.[15][16][17] Activists, have called for a boycott of the company's products as part of the ongoing global Boycott, Divestment and Sanctions movement. As of 2014, students from numerous universities in the United States and Canada have pushed for boycotts of Sabra products, such as American University, DePaul University, Princeton University, and the University of Ottawa.[18][19]

Sabra's parent company, the Strauss Group has donated money to brigades of the Israeli military, however it is unclear whether it continues to provide financial support. During December 2010, Princeton University students voted down a referendum to request "an alternative brand of hummus in addition to Sabra" at campus dining facilities. Students at DePaul University also mounted an unsuccessful challenge against the sale of Sabra hummus.[20]

References[edit]

  1. ^ a b c Wasserman, Todd (March 3, 2009). "Sabra Hummus Breaks National Campaign". Brandweek. Retrieved 2009-09-05. 
  2. ^ a b "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. Retrieved 2009-09-05. 
  3. ^ "PepsiCo closes Sabra joint venture". Forbes.com (Forbes). March 31, 2008. Retrieved 2009-09-05. 
  4. ^ "Sabra Dipping Company, LLC". LinkedIn. Retrieved 2009-09-05. 
  5. ^ a b "Company Profile". Sabra Dipping Company. Retrieved 2009-09-05. 
  6. ^ a b "Sabra Hummus Co. Transforms Union Square Park into Mediterranean Café". The New York Blueprint. Aug 27, 2009. Retrieved 2009-09-05. 
  7. ^ "Sabra Dipping Company, LLC". OK Kosher Certification. Retrieved 2009-09-05. 
  8. ^ "Boycott Sabra Hummus". Caroline Peace Resource Center. April 21, 2009. Retrieved 2009-09-05. [dead link]
  9. ^ "Governor Kaine Announces Sabra Dipping Company Will Open a New Food Manufacturing Plant in Chesterfield County" (Press release). Virginia's Gateway Region Economic Development Organization. November 19, 2008. Retrieved 2009-09-05. 
  10. ^ "Sabra Dipping Company, a Joint Venture Between Strauss Group and PepsiCo, Announced Plans to Open a State-of-the-art Plant in Richmond, Virginia". PR Newswire. November 24, 2008. Retrieved 2009-09-05. 
  11. ^ Howard, Theresa (June 30, 2008). "Ad Track: Winning ads really work for consumers". USA Today (New York). Retrieved 2009-09-05. 
  12. ^ Allison, Melissa; Amy Martinez (March 13, 2009). "Savory Moment's customers come to the aid of its founder". The Seattle Times. Retrieved 2009-09-05. 
  13. ^ "Sabra Takes a Mediterranean Village on Tour across North America". PR Web. May 19, 2009. Retrieved 2009-09-05. 
  14. ^ Aviv Levy (25 November 2009). זינוק במכירות חומוס שטראוס בארה"ב: כבשה 40% מהשוק (in Hebrew). Globes. Retrieved 25 November 2009. 
  15. ^ http://www.qconline.com/archives/qco/display.php?id=545012
  16. ^ http://bcprights.org/hummus
  17. ^ http://www.jpost.com/International/Article.aspx?id=195834
  18. ^ http://www.haaretz.com/news/diplomacy-defense/1.578824
  19. ^ http://mondoweiss.net/2013/02/settlement-products-hummus
  20. ^ Lewin, Tamar. "New Subject of Debate on Mideast: Hummus". The New York Times. The New York Times. Retrieved 19 September 2011.