Tahini. The best consumer news we've received recently comes from the most Israeli product there is (Photo: ShutterStock)
Say it's a gimmick, say it's only 3%, but in an atmosphere in which manufacturers and importers lie to the public and find all sorts of pretexts to raise prices, one righteous woman was found in Sodom:
In an unusual and surprising step, when most food manufacturers announced sharp price increases that went into effect on June 1, Achva, Israel's largest milling manufacturer, announced today a reduction in the price of Achva brand tahini (regular and full tahini). This is a reduction of about 3% that will take effect starting today, the company said in a letter to its customers in the retail market.
The milling market in Israel includes a number of large manufacturers that supply most of the milling to the retail and institutional market, which has a turnover of NIS 300 million a year. For over ten years, Achva has been leading the milling market, with a quantitative market share of over 30%. The average price per kilo of raw tahini today is about NIS 24, while the average price of Achva tahini is about NIS 19 per kilogram.
Tahini cookies from Achva tahini - indeed sweet news in an era of rising prices (Photo: Rotem Durov)
Brotherhood with consumers, instead of with the profit line
In a letter to customers,Yuval Malach, Achva's VP of Marketing and Sales, said, "Since Achva Milling is a category leader and is considered a high-quality, basic and nutritious food product, we have decided, precisely at this time, despite the high sesame prices and the dollar exchange rate, to make it as easy as possible for consumers of the product and reduce it."
Achva employs 235 employees in three factories in Ariel that produce raw tahini, halva, baked goods and drinking syrup. About 4 tons of raw tahini are produced at the factory every hour and marketed to all food chains in Israel and to most countries around the world.
One could argue against Achva that she is taking advantage of the situation to arrange a perfect newspaper PR campaign for herself, but even if that is the intention, the largest milling manufacturer in Israel earned the publicity honestly, in an era when most of its competitors take advantage of the government's weakness to raise prices, it chose to go for the customer. The question now is which companies will follow suit?
- Cost of Living
- Price increase