Price increases on the way? "We didn't raise prices," says Hagai Shalom, owner and CEO of the Tiv Taam Group.
"Regarding price increases, there is a phenomenon of rising prices in raw materials," he adds. "Beef went from 18 shekels to 25 shekels per kilogram. I can't say we won't change prices ever because we'll lose our pants, but we're very sensitive. It's in my blood not to raise prices, but there's a limit to everything."
Shopping at the supermarket (illustrative), photo: Dudu Greenspan
Shalom made these remarks this week at the launch of the flagship branch at Savyon Junction. This branch covers an area of about 1,400 square meters and was opened at an investment of about NIS 12 million. This is the chain's third branch in the Ono Valley, and soon a branch will open in a municipal format in Ramat Efal.
Asked whether a wave of price increases is expected after Shastowitz and other companies announced price increases, Shalom answers: "When I came to be CEO four years ago, I entered on price perception. We advertised 3,000 items and said we wouldn't exceed Shufersal Deal prices. We never received a class action lawsuit in four years, and we're standing at it like clockwork.
"We can't be the cheapest. We invested NIS 12 million in the new branch, and we work on weekends and the cost of wages goes up and up. I don't know about a wave of price increases, but even when it happens, they negotiate with us. We are fighting not to raise prices."
Full of criticism
There was criticism during the war over price increases on the networks.
"We really didn't bring it up, absolutely not. I didn't give anyone permission to upload anything."
How will the Houthi threat affect prices?
"This matter is fleeting, and I think it will have a very brief effect. This is a problem that I think will disappear in two or three weeks. They will not be allowed to revolutionize global leadership, there is a limit. Maybe it will cause prices to rise for a month or two."
Houthis in Yemen. "It will have a very brief effect," Photo: AP.
Shalom also has quite a bit of criticism of the government and its performance over the past year. "There is nothing about this people, it is dedicated and caring and willing to sacrifice its life, and the government does not suit it. I expect there to be a government that will suit this people. Our government is not good, not at all. I hope there will be a big change. What bothers me is that all this year, until this war, we were dealing with nonsense.
"This week it was so pleasant for me to hear the Supreme Court ruling. This is about the essence of democracy. I studied in the US for a master's degree. There is a story about someone who was in the cinema, reached out and interrupted his neighbor from seeing the movie. He asked him to lower his hand, and he said why should I lower my hand. They went to court, and he said: I'm allowed to take off my hands wherever I want, I haven't touched him. The judge blamed him for the ruling and told him, 'Your right to strip your hands in the free air ends where your friend's freedom begins.'"
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