May 31, 2011

Tnuva: 50% Increase in Dairy Sales over Shavuot

Tel Aviv…Dairy sales leading up to the Shavuot holiday ( June 7th and 8th) will soar by 50%, according to Tnuva, Israel's largest dairy concern. Annual daily sales total over two billion dollars and despite price rises in the sector, Tnuva, Strauss, Tara, Gad and the smaller boutique dairies are certain that sales will continue at that pace. Ynet Internet news site reports that the leading dairies invest millions every year in new products, new packaging and promotions including television campaigns and new this year, even applications for the I-phone. Tnuva CEO Eyal Melis told Ynet that sales pick up a week before the holiday but really intensify in the last three days. He said that despite the introduction of new products, most of the sales come from the known products: the soft and the salty cheeses, the higher end hard cheeses and sweet cream which all represent 60 percent of sales. Strauss dairies is also primed for the holiday with new products. Strauss Marketing Manager Michal Eitan said that the consumer returns each year to the basic ingredients used in baking and cooking for the holiday but also like innovation. Strauss is offering an application that provides Shavuot recipes.