To touch people's daily lives by giving them moments of joy and pleasure".
Goal
What is the true meaning of our existence? Having a goal is moving beyond
product definitions, services, or target markets. Having a goal is the
inspiration for tearing down barriers. It is a guiding principal providing direction
in uncharted waters. It is a statement serving as the organization's motivation
and defines our main reason for being.
Values
Innovation and Change
A perspective of innovation and flexibility is the key to leadership in the face of
competition and shifting markets. We are dedicated to building a corporate
culture that encourages innovation and supports a true infrastructure for
changing the rules of the game.
Good Name and Honesty
Trust and Integrity
Respect for fellow individuals is a core value for us. We are dedicated to
performing with trust and integrity amongst ourselves and in an ethical
business manner with our clients, consumers, and suppliers.
Quality
Quality is a solid foundation for success and the essence of creating a
consistent competitive edge. We are dedicated to retaining a work force of
superior quality and to producing top quality products.
Cooperation
Cooperation enables us to reach new heights, both individually and
collectively. We are dedicated to inherent cooperation with our consumers,
customers, and suppliers.
Constant Desire to Win
Our constant desire to win is the wind blowing in the sails of the organization,
and is the driving force behind it. We are committed to using everything in our
power to become the consumer's favorite. We are dedicated to surpassing our
competitors and overcoming obstacles in all fields, while maintaining our
chosen values of trust, integrity, quality, cooperation, and innovation.
Future Goals
To build strong, unique relationships of trust with every consumer, enabling us
to lead in each and every field we operate.
Grow to be a spiritual base and a knowledge center providing leverage for the
corporation's activities.
To be the best and most exiting place to work at in Israel.
Elite - From Dream to Reality 1918-1956
It all started in 1918, as a small business operating out of the kitchen of
Eliyahu Fromenchenko's apartment in Russia from where Fromenchenko
created and sold his candies. In 1922, he escaped the Russian Revolution to
Riga, the capital of Latvia and there, established a candy factory named
Leema. Ten years later, in 1932, Leema had become the, largest candy
factory in the whole of Latvia. A year afterwards when Hitler came to power in
Germany, Fromenchenko decided to sell his business and move to Israel. In
1933, a year after the Ramat Gan site was acquired, the cornerstone of the
Elite factory was laid. It was built according to plans drawn up by Engineer
Fonrov.
The construction site in Ramt-Gan
At Passover 1934, Elite products made their debut in the stores. The first
product was call "Shamnonit". Elite's "cow" has changed its image over the
years and additional flavors and textures have been added. Nonetheless, it
has always kept its color
In 1938, the first Elite produce was sent to the US, South Africa and England.
Elite is constantly searching for new markets and is currently developing a
sale line called "Lucky". In 1940, Elite purchased the Freiman jam and tinned
vegetables factory which was manufacturing mainly for the army in the region.
The Freiman jam and tinned vegetables factory
In 1948, Elite established the "Shachal" factory for tehina and dairy foods and
in doing so made a contribution to the national effort to bring industry to
developing areas and provide employment there fornew immigrants to the
country.
In 1956 Elite purchased the Tz. D. factory in Nazereth Elite.
Tz. D. factory in Nazereth Elite
constant will to win describes the atmosphere that runs through our
organization and this is what motivates us. We are committed to doing
everything we can to maintain our preference with the consumer,
beating our competitors and overcoming the obstacles, wherever they
may be, while remaining dedicated to the values of trust, honesty,
quality, cooperation and innovation.
(From Elite Vision)
In Israel, Elite's Sales and Logistics Division operates from three sales and
distribution branches in Acco, Beersheba, and Tzrifin, which is considered the
most efficient and advanced of the three. Two independent distribution
systems are also employed: "Sayeret HaMelukhim" which is used by the "Elite
Mazon" Company and the "Elite Coffee Services" Company, which services
the
institutional
market
sector.
Overall, the sales division provides service to 13,000 sales outlets, including
chain stores, supermarkets, grocery stores, mini-markets, refreshment stands,
hotels, kibbutzim, restaurants, coffee shops and more. Elite invests a great
deal in these outlets and supports the Company's retailers using a large
variety of means such as stands, shelving, advertising materials and more. At
chain stores and other large stores, Elite helps out by employing marketing
personnel and auxiliary sales representatives.
Elite industries Inc. and the business environment
Controlled by Strauss-Elite, Elite Industries Inc. is a group of industrial
commercial food companies operating in Israel and abroad. Elite produces,
markets, and distributes a wide variety of food products, chocolate, sweets,
coffee, salty snacks, and bakery products.
Elite employs over 4,500 workers - 2,800 in Israel and 1,700 in Europe - and
owns 18 factories of which 9 are based in Israel and 9 based abroad.
The Elite brands in Israel and abroad carry an outstanding reputation. Elite
manages and develops its business with a constant target of offering Israeli
consumers a wide variety of high quality products, quality brandand its global
consumers highed coffee products. In Israel, Elite products account for over
50% of the market share in its domain. Elite sells its products through its sales
and distribution system reaching 11,000 sale locations, including branches of
marketing cooperatives, private supermarkets, shops, hotels, restaurants, and
businesses.
Out of Israel, Elite operates in producing, marketing, and distributing of
branded coffee in a number of countries in the growing markets of Europe and
in Brazil. In addition Elite produces, sells and distributes private brand
products to food marketing cooperatives in Western Europe.
The company’s products abroad are marketed and sold to the commercial
market as well as to the away from home consumer market.
Confectionery
The candy company has two divisions, one producing chocolates and one
manufacturing candies. The Elite Candy factory in Nazareth, manufactures
the products for this company. Elite is one of the foremost, leading companies
in Israel in the manufacture and marketing of chocolate, counter lines,
candies, and spreads. Elite has signed strategic information exchange
agreements with Camille Bloch and the Swiss company Maestrani to
manufacture the Torino and Rosemarie chocolate series. Among Elite's
leading branded products in the field of chocolate and snacks are: Chocolate
Para, Pesek Zman, Pesek Zman Big Bite, Mekupelet, Twist, Chocolate Para
Biscuit, Chocolate Chuck for children and Chocolate Cow Spread.
Candies
In keeping with the developing trend towards health products in the food
industry, Elite has developed sugarless candies and gum for the modern
consumer, including the Must gum series and Mutar candies. The candy
industry is filled with a wide variety of chewy, hard and coated candies, as
well as toffees in a number of flavors, wine gums, bittersweets, honey
candies, Rigoletto and others. Elite produces two kinds of chewing gum - the
sugarless Must series and Bazooka,a regular bubble gum, which it
manufactures under license from the American company Topps. Elite also
produces gumballs that are popular in every Israeli household.
"When you love it, you just love it"
In Israel, Elite is synonymous with coffee. Elite was the company that
introduced instant coffee to Israel and followed that with numerous other
varieties of coffee. Along the way, Elite has influenced and determined
consumer habits and flavors among the Israeli public while continuing to be
an innovator in the field.
Elite leads the coffee and cocoa industry in Israel. The company has two
factories in Safed and Lod, where they specialize in the manufacture and
packaging of various kinds of coffee. The company offers more than 20
brands of different coffees from spray dry, agglomerated freeze dried, Turkish
coffee, espresso to a variety of powdered cocoas. The coffee company has
flown a flag of innovation in the Turkish coffee has re-launched coffee
category where Elite the ethnic Turkish coffee series with three new flavors.
In recent years, Elite launched innovative new products in the instant coffee
category - agglomerated instant coffee in a tin, Aroma and Platinum coffee
and recently, user-friendly spray dry instant coffee with a screw
The company, Elite Food, is a subsidiary owned 50% by Elite Industries Ltd.
and 50% by Frito-Lay PepsiCo. When Elite entered the salty snacks field in
Israel, they did so hoping to provide the Israeli consumer with new salty
snacks of the highest quality. In 1991, Elite Food signed a technology sharing
agreement with Frito-Lay. Frito-Lay commands more than 30% of the world's
salty snacks market and producing some of the world's leading salted snacks,
such as Cheetos, Ruffles, and Doritos, which are enjoyed by young and old
alike all over the world.
Doritos – A corn snack from the house of Frito-Lay that was launched in
August 1997. Doritos is a corn-based tortilla snack in different flavors,
intended for kids and the young at heart. In the last few years Doritos was
introduced into around 30 countries worldwide while maintaining leading sales
figures in the US.
Cheetos – A cheese flavored corn-based natural snack from the house of
Frito-Lay. This snack was introduced to the Israeli market in September 1991
and created a major breakthrough in the eating habits of the Israeli consumer.
This snack is popular with kids and adults alikeand Chester the Cheetah is
used to advertise it.
Tapuchips – The well-known quality snack that leads the pack. The
Tapuchips production line was purchased in 1991 from the Tapud Company
and in 1995 it was replaced with a new and modern production line similar to
those at Frito-Lay. The snack is produced and marketed by Elite Food.
It took five years for Ruffles and Tapuchips to win Israelis over and they
currently hold over 50% market share of all potato chip snacks.
Three years after Elite Food successfully began operations in the Israeli
market, the popular children's brand Shoosh was launched. The launch of
Shoosh enabled Elite Food to establish itself in thesalty snacks market and to
grab a significant market share of about 20% of the peanut flavored snack
category. The introduction of Shoosh to the market focused on children and
their mothers and was accompanied by sales promotion campaigns and the
distribution of special gifts to kids, such as: Shoosh and Shoosha pencils,
Shoosh clocks, reversible Shoosh dolls, Shoosh erasers etc.
Elite's bakery was established in February 2001 and currently employs about
150 people. The company produces and markets baked goods such as
cakes, biscuits, and wafers. Before the bakery was established, a wide variety
of baked goods were made by Elite Candy, including mixed cakes, rolls, Shai
cakes, and a variety of wafers.
With the establishment of the baking company, a comprehensive efficiency
program was started. It included the brand naming of a number of products
under the Chagiga brand name and the launching of new lines. In August
2000, the Chagiga cake series, with a variety of flavors, was launched. At the
same time, new cake product lines were also launched, including rich cr‫ט‬me
cakes, individual cakes, and a new design of the wafers series was also
undertaken. Elite's baking company manufactures a variety of its products at
three main sites: Beit Shemesh Bakery, Rishon LeZion Creamery, and the
Baking Division at the Nazareth Candy Factory.
Beit Shemesh Bakery
In 2000, Elite purchased the Kfar Saba Biscuit Factory's installation and plant
equipment and since then has been manufacturing a variety of cakes,
crackers and biscuits under the Chagiga key brand name.
Crome
Products
At the start of 2001, Elite completed the purchase of the De La Paix
bakery/confectionary in Rishon Le Zion. De La Paix produces rich mousse
cream cakes and exclusive quality pies. The cakes are sold mostly to the
catering business – restaurants, cafes, hotels, caterers, and so forth.
Baking
Division
of
the
Nazareth
Candy
Factory
This division is responsible for the wafers and Hagiga cakes lines. The baking
company is dedicated to providing customers with innovative, quality products
and flavors.
In January 2000 Max Brenner introduced the "New Chocolate Culture" at an exclusive
exhibition in San Francisco. Innovation in a traditional sphere such as chocolate creates
enthusiasm for all gourmet professionals, and the food and lifestyle media and observers
around the world were surprised to see Israelis selling chocolates to the Swiss. The exclusive
London department store, Harrods, chose Max Brenner and Chocolate Culture as their
leading theme for the new millennium and opened the world's first "Chocolate Bar".
In August 2001, Elite bought the Max Brenner brand name to provide
manufacturing, managerial, and financial support and to realize the growth
potential, demand and innovation that the Israeli brand name had created.
After reorganization and analysis of the product line, Max Brenner returned to
the market with a product that maintains its reputation for meeting standards
of quality and innovation. Together with the well-knownand well-loved gift
packages, Max Brenner also designed a line of snacks and everyday products
to cater to the consumer experience, which is what drives their product
creation team. Every one of their products is recurring testimony to the "New
Chocolate Culture".
In Israel, Elite means coffee. As the company that brought instant coffee to
Israel and followed that with many other varieties of coffee, Elite has
influenced and determined the consumer habits and flavors among the Israeli
public. Here too, Elite continues to be the innovator in the field… Elite leads
the coffee and cocoa industry in Israel. The company has three factories: In
Safed, Beit Shemesh and Lod, they specialize in the manufacture and
packaging of the various kinds of coffee. The company offers more than 20
brands of different kinds of coffee - instant, ground, freeze dried, Turkish
coffee, espresso and a variety of powdered cocoa.
The coffee company has flown a flag of innovation in the roasted coffee
category - Elite has reintroduced the ethnic Turkish coffee series with three
new flavors.
In recent years, Elite has launched new and innovative products in the instant
coffee area: Instant ground coffee in a tin, Aroma and Platinum coffee and
recently, to make life easier for the customer, instant coffee with a screw top
Elite International
Elite International began trading in 1992 and its activities involve promoting
the company's brand name coffee in Middle and Eastern Europe and in South
America. Elite also markets its own label in Western Europe.
Overall, Elite International has operations in 12 European countries (Ukraine,
Poland, Romania, Bulgaria, Croatia, Turkey, Russia, Brazil and others) and
has six production plants in five countries. Elite currently employs more than
1,700 people in its various locations.
In 1992, Elite International purchased its first Polish factory, Union Kaffee. At
the same time, it established a marketing and distribution company. This
marked the start of the Elite international marketing of its brand name.
In 1995, the Elite International coffee production factory was established in
Romania and within a short of being in the country, it had become the leader
in sales of roasted coffee.
In the next few years, Elite International continued to purchase factories in a
number of countries, and at the end of 2000, the company took its first steps
into South America with the purchase of the Brazilian company, Tres
Coracoes.
Elite International intends to continue expanding its operations and
international marketing development