Pri Hagalil is purchasing Vita’s commercial activities, including its intellectual properties, know-how, equipment and marketing and distribution rights, for £15m. Pri Hagalil, Israel’s leading manufacturer and processor of frozen canned fruits and vegetables, is thus entering into a new phase in its activities by emerging as a multi-branded large food company.
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Aviv Algor, chairman of the 3i Group (investment and industry), which fully owns Pri Hagalil, said that as part of building the company as a large, multi-brand food company, “in the near future the company plans additional acquisitions in the food sector.” With the recent acquisition, 3i now has the following brands: Vita, Rich, Green Giant, and Pri Hagalil. The 3i Group is a private Israeli holding company controlled by the Davis family from London.
Pri Hagalil sales on the local market amounted in 2000 to £21.6m, and its export totaled £6.6m, primarily frozen and canned corn. At the beginning of 2000, Pri Hagalil signed an agreement with the Pillsbury company making it the exclusive importer of the Green Giant brand in Israel.
By Aaron Priel, just-food.com correspondent
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