Niche Is­raeli food brands

The new guard of gro­ceries

The Jerusalem Post - The Jerusalem Post Magazine - - CONTENTS - • By SHARON FEIEREISEN

In Is­rael, the pack­aged food space is, like in most coun­tries, con­trolled by a few gi­ants. Here, we’re talk­ing Osem, Strauss, and Tnuva. While most peo­ple will rec­og­nize those lo­gos on a long list of su­per­mar­ket goods, many peo­ple don’t re­al­ize that they also own many smaller brands. So, while you might think you’re sup­port­ing an ar­ti­san brand when you’re load­ing your cart with, say, Beanz Cof­fee, you’re ac­tu­ally just fill­ing Strauss’s pock­ets. The strug­gle for small food up­starts to get their prod­ucts into Is­raeli hands is a near-in­sur­mount­able chal­lenge, but thanks to the power of so­cial me­dia, it’s be­com­ing less and less so. In the same way that work­outs are mi­grat­ing away from the gym and into bou­tique fit­ness stu­dios, the trend in the food space is to move away from on­estop-shop­ping mega-stores and to­ward more fo­cused spe­cialty shop­ping.

A grow­ing num­ber of con­sumers who want to sup­port the lo­cal com­mu­nity and feel bet­ter about what they’re eat­ing are opt­ing to spend an in­creas­ing amount of their gro­cery bud­get at small food shops like Alba Health Food and Neroli, or buy di­rectly from ar­ti­san brands on­line or at the Na­mal Farmer’s Mar­ket, where many of them set up shop. Not only are a big chunk of these brands of­fer­ing health­ier al­ter­na­tives (think less preser­va­tives and higher qual­ity in­gre­di­ents) than the pack­aged junk food lin­ing su­per­mar­ket shelves, they’re open­ing up shop­pers’ pal­ettes – we’re talk­ing matcha and mush­room smoothie pow­ders, sprouted nuts and seeds, and even halva in­fused al­mond but­ter and nut-based cheeses.

Here’s a look at the stand­out niche Is­raeli food brands help­ing the pen­du­lum swing away from food gi­ants.

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