In the video: Ofra Strauss apologizes to the customers for the salmonella incident at the chocolate factory (photo: Yotam Ronen)
As part of the wave of price increases, Strauss announced today (Thursday) an increase in the prices of some dairy products, salads, sweets and salty snacks, at an average rate of approximately 2.9%, starting on Monday, December 19.
The Elite coffee chain also made some of its products more expensive.
Strauss said that the increase in price is due, among other things, to the increase in the prices of raw materials in Israel and the world, including the prices of milk, sugar, oils, cocoa, energy and packaging, at rates of more than tens of percent in the last two years.
About a week ago, the controlling owner of Strauss, Ofra Strauss, signaled that the company was about to raise prices.
In an interview with the news company, Strauss was asked if the company would raise prices, as other companies have done.
At first she replied: "What we see in the world today, inflation that affects everything we do, what we are experiencing now, the entire generation of managers I am part of have not experienced."
"It sounds to me that you are preparing the ground for a price increase," said interviewer Karen Marciano.
"I really don't intend to comment on anything related to prices in the Strauss Group," Strauss replied, but after this statement she said: "But some, many, of the changes we are making and will continue to make are to ensure that our company continues to be strong, and busy and profitable in the coming years as well."
In the last year, Strauss distributed dividends of NIS 290 million.
Raises prices.
Ofra Strauss (Photo: Flash 90, Avshalom Sassooni)
About a week ago, the Tnuva company announced an increase in the prices of non-supervised milk products and milk substitute products by an average rate of 4.7%.
Among other things, the price of salty cheeses, yellow cheeses on the shelf, butter, special cheeses, delicacies, milk drinks and some yogurts increased.
Among the milk substitute products that have become more expensive: some soy drinks, oat drinks, tofu products, cheese substitutes, yogurt substitutes and delicacies.
Following the price increase, the Histadrut announced a new campaign, in anticipation of a wave of protests across the country.
The campaign debuted with ads emblazoned with the word "Enough!"
only.
Later on, ads will appear with sentences like "Enough! It's dear to us here";
"Enough! The minimum wage is not enough for a basic existence with dignity."
The chairman of the Histadrut Arnon Bar-David said, "In recent years, the Histadrut under my leadership acted with responsibility, statesmanship and great restraint in order to stabilize the economy and help the country get out of the crisis it was in.
We did it while the politicians were busy with five election campaigns.
The citizens of the country have been neglected and we are here to say enough - we can't go on like this anymore."
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