In anticipation of the Shavuot holiday, Gad Dairy is expanding its category of goat and sheep milk products by 30% and is launching 13 new products.
Mr. Ezra Cohen, CEO of the Gad Dairy Company: “The company invested 2.5 million NIS on the development of its new series of unique products.”
Shlomi Ayalon, VP of marketing and trade: “In anticipation of Shavuot, Gad Dairy has expanded the range of products manufactured by the diary from 89 to 102 products that it produced and marketed during last year’s holiday.”
In 2007, Gad Dairy will increase its sales capacity by 13% when compared with 2006. The projected sales capacity for 2007 will be 220 million NIS as opposed to 196 million NIS in 2006.
The new products that Gad Dairy is launching before Shavuot 2008 are as follows: Natural Galil Goat; Black Pepper Galil Goat; Kezah Galil Goat and Four Seasons Pepper Galil Goat; Sheep Yogurt; Special Edition 3 Goat Balls; Kashkaval Cheese Shavings; Sheep Feta in a Cup; 3% Bulgarian Cheese in a Cup; 1% Goat Yogurt; 3% Goat Yogurt; 3% Goat Milk; and Ricotta with Peppers.
In anticipation of the Shavuot holiday, Gad Dairy is expanding its category of goat and sheep milk products by 30% and is launching 13 new products.
Mr. Ezra Cohen, CEO of the Gad Dairy Company: “The company invested 2.5 million NIS on the holiday advertising campaign and has launched a new, upgraded web site that highlights the brand values, at an investment of 150,000 NIS.”
Mr. Cohen also said that the strategic decision to expand the category of sheep products derives from the rise in demand for sheep cheese, a direct result of the increasing consumer awareness of the health advantages of sheep cheese.
The market for sheep products in Israel is estimated at about 120 million NIS with a monetary growth rate of 17% annually. About 15 million liters of sheep milk are produced in Israel.
The category of sheep products has increased in the last year by 9.3%.
In 2006 the market segment for the goat milk category of Gad Dairy products was 17%. In 2007, Gad Dairy held the goat category at a market segment of 32%.
That is a growth rate of 88%!
Another one of Gad Dairy’s bold moves in the last year was the launching of new products that are health-conscious, the most salient of them being the 5% Natural Ricotta Cheese with the unique synergy 1 component that improves the absorption of calcium into the body. In the last year, the company also launched a series of products that include less than 5% fat.
Shlomi Ayalon, VP of marketing and trade: “In anticipation of Shavuot, Gad Dairy has expanded the range of products it manufactures and markets to the consumer market (in retail chains) to 102 products, as opposed to the 89 products the company marketed last year over the Shavuot holiday.
The Gad Dairy’s projected sales capacity for 2007 will be 220 million NIS (of which 40 million NIS in sales take place between May and June, during the Shavuot holiday) – an increase of 13% in comparison with the scope of sales from 2006 (196 million NIS).
Gad Dairy – The Strategy for Branding the Products in Anticipation of the Shavuot Holiday
The Fogel Ogelbi creative team chose to use a goat and sheep as the visual representative of its goat products on a rational level.
On the emotional level, the sheep are very striking and eye-catching figures that make the observer smile. The cape draped around both the goat and the sheep express the stately concept guaranteed in the advertisement: the royal family of cheeses produces Gad’s goat cheese.
Gad Dairy in the Orthodox Sector
In 2007 Gad Dairy made a strategic decision to enter the Orthodox sector.
Mr. Cohen notes that the company invested 2 million NIS on the hechsher (kosher permit) of the dairy farms and milking processes, production lines, raw materials, packaging materials, etc.
The move included an upgrade of products that are appropriate for the target audience in the Orthodox sector and included the enlargement of its packages in order to fit the food consumption typical of an Orthodox family. New packages were designed that were enlarged from 250 and 300 grams to 500 grams.
Mr Ayalon said that the price levels in the Orthodox community correspond to the general market prices despite the additional investment and resources necessary for their correspondence to this sector, such as: raw materials, packaging and kosher permits, etc.
The sales turnover in the orthodox sector in the first quarter of 2006 was 2,449,000 NIS.
The first quarter of 2007 in the Orthodox sector was 4,396,000 NIS – an increase of 52%.
The annual sales turnover for 2006 was 9,796,000 NIS. The projection is that the pace of growth will be retained and increase to over 18 million NIS in 2007.
Mr. Ayalon notes that in the 5 months since the introduction of products into the Orthodox sector, the company has expanded its operations in the sector and currently distributes in all the leading Orthodox food stores and in selected sales venues in the Orthodox community.
The New Products Gad Dairy is Launching For Shavuot
The Galil Goat Flavors Series: Natural Galil Goat, Black Pepper Galil Goat, Kezah Galil Goat and Four Seasons Pepper Galil Goat.
The series is appropriate for personal consumption, for families, entertaining guests, as a spread or as a refreshing addition to sandwiches.
Natural Galil Goat – Recommended price for package of 100 grams: 14.78 NIS
Ground Black Pepper Galil Goat –Recommended price for a package of 100 grams: 16.34 NIS
Galil Goat with Kezah –Recommended price for a package of 100 grams: 16.34 NIS
Four Seasons Pepper Galil Goat – Recommended price for a package of 100 grams: 16.34 NIS
Special Limited Edition for the Holiday: Three Seasoned Goat Cheese Balls
The winning recipe of the Galil Goat Flavors has produced perfect seasoned cheese balls. They add flavor to your holiday table and can be eaten with a variety of salty foods in their natural form, such as baked goods and sandwiches.
Recommended price for a package of 75 grams: 11.63 NIS
Kosher: Matte Asher Rabbinate
1% and 3% Fat Goat Yogurt - The goat yogurt contain friendly prebiotic and probiotic bacteria and nutritional fibers. The fat content is low and the yogurt is refreshing – perfect for the summer.
1% Goat Yogurt – Recommended price for a 500-milliliter bottle: 10.76 NIS
3% Goat Yogurt – Recommended price for 500 milliliters: 9.96 NIS
3% Goat Milk – Goat milk is easier to digest than similar products made from cow milk, therefore we recommend it for people with sensitive digestive systems. The fat globules in goat milk are small relative to those in cow milk, which affects the digestion time: twenty minutes, as opposed to the time it takes to digest cow milk, which can take up to 3 hours. Goat milk contains bigger doses of vitamin B and the iron found in goat products makes it easier to absorb.
Recommend price for 500 milliliters: 9.16 NIS
Kosher: Merom HaGalil
5% Balkan-Style Sheep Yogurt - This yogurt has a taste and aroma typical of sheep milk and contains only 5% fat. The product does not contain any preservatives and is produced from sheep milk and yogurt bacteria only.
You can add honey, fruit and granola.
The product is packaged in a high-quality glass jar.
Kosher: Matte Yehuda Rabbinate, Rubin Rabbinical Court
Sheep Feta in a Cup – The sheep feta cheese is a salty cheese made with sheep milk in salt water. The cheese has the wonderful texture, taste and aroma typical of sheep milk.
The product is marketed in a cup and sold in a package that has undergone inspection and that preserves the freshness of the product for an extended period of time. A container is included in the package to enable convenient access to the cheese.
Recommend price for 250 grams: 20.05 NIS
Kosher: Matte Yehuda Rabbinate, Mehadrin Rabbinical Court
3% Fine Bulgarian Cheese in a Cup – Salty cheese made with cow milk in salt water. The Bulgarian cheese has the wonderful taste and aroma typical of Bulgarian cheese, and a wonderful texture that can be spread easily.
The cheese contains only 3% fat. It is marketed in a cup and sold in a package that has undergone inspection and preserves the freshness of the product for an extended period of time. A container is included in the package to enable convenient access to the cheese.
Recommend price for 250 grams: 19 NIS
Kosher: Tel Aviv Rabbinate
3% Labane – This product is part of Gad’s labane series that includes: 5% Labane made with Cow Milk; Labane with Olive Oil and Za’atar; Labane with Olive Oil and Roasted Pine Nuts; Goat Labane and Sheep Labane. Labane has a soft and smooth texture and a sour taste and aroma typical of labane cheese.
The labane contaisn only 3% fat and can be eaten with a variety of salty foods. Package underwent inspection and preserves freshness for a long time.
Recommend price for package of 250 grams: 12.84 NIS
Kosher: Bat-Yam Rabbinate
Deli-Style Ricotta with Peppers – The Ricotta with peppers combines red and hot peppers that add a different spice, color and flavor to the cheese. The red pepper improves the absorption of calcium and protects the body’s systems from outside damage. In addition, it helps improve eyesight, functioning of the immune system and helps skin stay healthy and replenished.
The hot pepper also contains antioxidants that help maintain the normal functioning of the digestive system, speed up the exchange of substances in the body and increase the calories you burn!
Recommended price for 1 kilogram: 47.98 NIS
Kosher: Bat-Yam Rabbinate
Specially Grated Kashkaval Shavings – The Kashkaval shavings are specially grated from Turkish Kashkaval cheese with the unique taste and aroma of Gad’s Kashkaval. The Kashkaval shavings are especially fitting for seasoning, cooking and creaming pasta, pizza and other dishes. They are also great for livening up salads.
Recommended price for package of 250 grams: 22.92 NIS
Kohser: Bat-Yam Rabbinate
Gad Dairy Company Profile
Gad Dairy was established in Israel in 1980. The diary uses state-of-the-art technology and takes advantage of its exclusive worldly knowledge. Gad Dairy production continues to rely on the professional secrets that have been passed on from in the Cohen family for generations.
Gad Dairy is owned by the Cohen family and managed by Ezra Cohen, who is the fourth generation of Cohens working in the production of dairy products.
Gad Dairy is the fourth largest dairy company in Israel.
