Elite Food Industries, one of Israel’s leading food manufacturers, plans a strategic cooperation with the Willi-food Company to establish a new private label and import foods that will be branded and marketed under the Elite label.
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According to a report in Maariv, the proposed new company, to be equally owned by Elite and Willi-food, plans to import food products from overseas suppliers and market them under the Elite brand, as a private label marketing scheme
Elite imported in recent years several food products such as Frito Lay and Chupa Chups, as part of agreements with several multinational food companies. These products were identified by the logo of the international company that produces them in addition to carrying the Elite logo.
Willi-food, a food import company controlled by the brothers Zvi and Joseph Williger, registered in the first quarter of 2002 revenues totalling NIS39.1m (US$7.8m) and net profit amounting to NIS3.1m. The report says that Elite confirmed the plan to cooperate to import food products into Israel.
By Aaron Priel, just-food.com correspondent
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