Sabra (company)
| Company type | Subsidiary |
|---|---|
| Industry | Food |
| Founded | 1986 |
| Founder | Zohar Norman, Yehuda Pearl |
| Headquarters | White Plains, New York , United States |
Area served | United States, Canada |
Key people | Tomer Harpaz (CEO), Paula Fitzgerald (CFO), Jason Levine (CMO), Stacey Zeltner (CHRO), Colleen Flaherty (Head of Sales), Bryant Michael (VP of Supply Chain), Cherie Floyd (CTO), Meiky Tollman (EVP International) |
| Products | Hummus, guacamole, Middle Eastern-inspired dips and spreads |
| Owner | PepsiCo |
Number of employees | 700 (2024) |
| Parent | PepsiCo |
Sabra Dipping Company, LLC is an Israeli-origin enterprise operating in the United States, specializing in Middle Eastern-inspired food items such as hummus and guacamole. It operates as a wholly owned subsidiary of PepsiCo. Sabra’s offerings are certified kosher and vegetarian, with distribution networks spanning the U.S. and Canadian markets. As of 2024, the brand commands a 36% share of the U.S. hummus market.
Established in 1986 under the name Sabra-Blue & White Foods by founders Zohar Norman and Yehuda Pearl, the company’s headquarters are located in White Plains, New York. The executive leadership team features CEO Tomer Harpaz, CFO Paula Fitzgerald, CMO Jason Levine, CHRO Stacey Zeltner, Head of Sales Colleen Flaherty, VP of Supply Chain Bryant Michael, CTO Cherie Floyd, and EVP International Meiky Tollman.
In 2016, Sabra generated revenues near US$800 million. Its strategic approach centers on broadening its dips and spreads product range to meet escalating demand across North America. Employing roughly 700 staff members as of 2024, Sabra leverages PepsiCo’s extensive global infrastructure and distribution capabilities to accelerate growth and reinforce its competitive stance within the food sector.
Growth
Sabra originated in 1986 through founders Zohar Norman and Yehuda Pearl as Sabra-Blue & White Foods. In 2005, the company was acquired by Strauss Group, an Israeli food manufacturer. Prior to this acquisition, Sabra had attempted to purchase Basha hummus—then Detroit's top brand—but the transaction was abandoned due to Strauss's lack of interest in acquiring Basha.
In March 2008, Strauss entered into a joint venture with PepsiCo’s Frito-Lay division, each holding equal 50% stakes. Later that year, Sabra revealed plans for a $61 million production facility in Chesterfield County, Virginia, designed to create approximately 260 jobs and become operational by mid-2010. Between August 2008 and August 2009, the company experienced growth exceeding 50%.
By 2016, Sabra had secured approximately 60% of the U.S. hummus market and approached $1 billion in annual revenues through its collaboration with PepsiCo. This expansion significantly contributed to a quadrupling of chickpea cultivation in the United States since 2009, reflecting consumer trends aligned with Sabra’s market strategy and influence.
Sale to PepsiCo
In 2024, Strauss Group announced it would divest its 50% ownership stake in Sabra to PepsiCo for $244 million, signaling a major change in Sabra’s ownership structure.
Marketing
Sabra’s promotional initiatives have included creative campaigns such as commissioning sculptor Kirk Rademaker to produce hummus busts representing the 2008 U.S. presidential candidates, attracting media coverage. The brand launched its inaugural national advertising campaign in March 2009 through the StrawberryFrog agency and followed up with events simulating "Mediterranean villages" across eleven major cities. By 2015, Sabra framed itself as a cultural phenomenon by promoting hummus as a traditional old-world delicacy infused with innovative flavors to broaden its North American market presence.
Boycott campaigns
Up until 2010, Strauss Group publicly supported the Israeli Defense Forces by providing food packages to the Golani Brigade. This connection sparked boycott efforts from BDS activists targeting Sabra products. Campaigns led by student organizations at universities such as DePaul University, Princeton University, and the University of Ottawa sought unsuccessfully to promote alternative brands. In 2019, Dickinson College’s Student Senate passed a resolution supporting a ban on Sabra hummus, highlighting ongoing political activism challenges affecting certain market segments.
Hummus recalls
Sabra has encountered multiple product recall incidents that have influenced its position in the marketplace. On April 8, 2015, the company withdrew 30,000 cases of its classic hummus after a sample from Michigan tested positive for Listeria. This action was prompted by routine checks conducted by the Michigan Department of Agriculture and Rural Development.
Later, on November 19, 2016, Sabra initiated a voluntary recall of various hummus flavors across the United States following the detection of Listeria at one of its production facilities. However, no contamination was identified in the final products distributed to consumers.
In March 2021, approximately 2,100 cases of 10 oz. Classic Hummus were recalled in 16 states after an FDA inspection raised concerns about possible salmonella contamination. These instances underscore ongoing quality assurance challenges within Sabra’s manufacturing operations, impacting both its risk management strategies and brand credibility.