Passover has arrived and with it the holiday promotions, after which the food importers will stand the test, with the question being - at what rate will the prices of the products go up.
One of the largest importers in Israel, Zvika Williger, the owner of the food company "Willy Food", tells "Israel Today" that after the holiday his company will raise prices but to a more moderate extent.
Meanwhile, Williger is concerned about the rise in world food prices and is proposing to decision-makers to lower VAT on food prices.
Willy Food, it will be recalled, is responsible for importing quite a few of the preserves, frozen and dairy products on the shelves at the supermarket, and its catalog includes hundreds of products in almost all departments.
Has the recent public protest managed to revolutionize or will price increases be seen after the holiday?
"There is a very big problem in the world, something I have not experienced for over 35 years. We get price increases every day in all products, and it does not stop. The supply of goods is also very problematic. There is a huge shortage of raw materials and packaging in the world. Our strategy is to absorb some of the price increases. "
"You have to buy smart," Photo: Yehoshua Yosef
So what do you recommend?
"I believe that the Israeli consumer will be smarter and buy smarter, and will not look for the expensive and familiar products but will also look for lesser known products, but which are no less good in quality. All our cheese products (Euro Dairies Europe) are sold at lower prices, at a rate of 40% -30% ".
and..? Are Israelis buying?
"Consumption of imported cheeses is constantly increasing considerably. Israelis are on the one hand very curious, but on the other hand also very fond of brands; on the one hand they cry that everything is expensive, on the other hand they only buy brands."
What should the government do to reduce the cost of living in Israel, specifically in food products?
"The government should lower the VAT on all food products, lower it for a period of time until the prices of raw materials and maritime transport start to fall.
Just as the Minister of Finance reduced some of the tax on fuel (excise tax). "
So you will not raise prices after the holiday?
"We will raise more moderately than we need to raise. We have not yet decided on the strategy. We are currently in big promotions for Passover, and after the holiday we will consider what to do."
The Treasury's latest steps in lowering tariffs on some food products are helping?
"So far nothing has happened, nothing has been reduced. They said they would lower the tariffs on the tuna, it did not happen. They said they would let us bring honey and not give. They said they would lower the tariffs on olive oil, and that does not happen."
Is there an improvement in the problem of traffic jams in ports?
"This is a huge problem that has not yet been resolved. The goods have been in the ports for a long time, and we pay for stays in huge amounts. Goods with short-term validity - sometimes I even destroy them."
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