Sabra (company)

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Sabra Dipping Company
Limited liability company
Industry Food production
Predecessor Sabra-Blue & White Foods
Founded 1986
Headquarters White Plains, New York[1]
Key people
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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

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