Idan Amadi Becomes Partner and Spokesperson for New 'Jerusalem Coffee' Brand
Translated & summarized from Israel Hayom by baba
Singer and songwriter Idan Amadi has become a partner and spokesperson for 'Jerusalem Coffee,' a new brand launched by Aroma Israel with a 20 million shekel investment. Amadi is involved in product development and branding for the new venture, which marks Aroma's entry into the home black coffee market. The brand aims to compete with established players and leverages Amadi's personal connection to Jerusalem. Further details on the launch are expected soon.
The story in 5 lines · by baba
- Singer Idan Amadi is a new partner and spokesperson for Aroma Israel's 'Jerusalem Coffee' brand.
- Aroma Israel is investing 20 million shekels in the launch of the new coffee brand.
- The brand 'Jerusalem Coffee' signifies Aroma's entry into the home black coffee market.
- Idan Amadi is involved in the development of the coffee blend, branding, and packaging.
- The launch expands Aroma Israel's business beyond its 190 cafés nationwide.
Singer and songwriter Idan Amadi is entering the business world as a partner and spokesperson for a new coffee brand, 'Jerusalem Coffee.' The brand is being launched by Aroma Israel with a total investment of 20 million shekels. Amadi's involvement goes beyond just being a familiar face; he is actively participating in the brand's development, from selecting the final coffee blend to the branding and packaging design.
The launch of 'Jerusalem Coffee' marks Aroma Israel's first foray into the home black coffee market, a significant category in Israel. The company aims to compete with established brands like Elite's Turkish coffee. For Amadi, who was born and raised in Jerusalem, the connection to a brand named 'Jerusalem Coffee' is deeply personal and tied to his identity.
Aroma Israel will invest 20 million shekels in this venture, covering product development and brand building. This move follows Aroma's entry into the home capsule market about a year ago, signifying an expansion of its business beyond its nearly 190 cafés across Israel. The company is seeking to establish a stronger presence in the retail market.
'Jerusalem Coffee' will be produced at Aroma's roasting facility in Emek Ha'ela and will be certified with a stringent kosher supervision from Chug Chasam Sofer Petah Tikva and under the supervision of the Beit Shemesh Rabbinate. Specific launch dates, pricing, and points of sale have not yet been announced.
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