Founder's Daughter Ousted From Trade Role at Hazi Hinam

Orit Shalom Bag, daughter of Hazi Hinam's founder Zaki Shalom and formerly the company's trade department manager, has been removed from her position. The decision was communicated by CEO Moti Kuperli in a letter to suppliers, stating that Bag's employment has ended as of the current day. Kuperli assured suppliers that the trade department's operations would continue seamlessly, with all commercial and operational inquiries to be directed to existing trade coordinators until further notice.

This move follows a report that Kuperli had been working to oust Bag from the company. The situation has escalated following an earlier report that Kuperli had already recruited Nissim Freinti, the Deputy CEO of Trade at Good Pharm, to replace Bag. Freinti is expected to join Hazi Hinam in January.

The conflict within Hazi Hinam has intensified since Bag was previously removed from her co-CEO role, with Kuperli taking her place. Sources close to senior management described Bag as present at the company offices but lacking influence, particularly in trade matters. They indicated that Freinti has been in contact with suppliers, signaling his upcoming role in managing trade, a move made without Bag's knowledge and concurrent with the removal of her advertising and marketing responsibilities.

According to another source, Kuperli has been personally managing trade operations recently. While Bag can handle day-to-day tasks like introducing new products, significant trade agreements are reportedly only approved by Kuperli. Sources familiar with the situation believe that these actions are intended to demoralize Bag and pressure her into resigning, noting that while Freinti's official appointment hasn't been announced, his impending arrival and role are widely discussed among suppliers.