Elite's Former CEO David Moshovitz Dies at 80

David Moshovitz, former CEO of the Israeli confectionery company Elite and a member of its founding family, has passed away at the age of 80. Moshovitz held senior positions at Elite for many years, including co-CEO alongside Avi Filosov, and later served on the board of directors for the Strauss-Elite group. He retired from the board last March after 48 years of service.

Media personality and public relations expert Rani Rahav eulogized Moshovitz, describing him as a humble man, a lover of culture, and a true industrialist. "A humble man, a peacemaker, a wonderful father, an industrialist at heart, a lover of books and culture, and a true friend to believers in peace in Israel," Rahav wrote in his farewell message.

Moshovitz served as co-CEO of Elite for two decades with Avi Filosov, dividing responsibilities with Moshovitz focusing on marketing and Filosov on industry and development. Filosov recalled their long working relationship and friendship, stating their joint management of Elite's factories for twenty years was one of Israel's great successes.

Moshovitz's connection to Elite began with his family's history in the company. His grandfather was among the partners who joined Eliyahu Fromchenko in 1933 to establish the company's first chocolate factory in Ramat Gan. Elite expanded into other food sectors, merging with Liberman in 1970 to become Israel's largest candy manufacturer.

Following changes in ownership, including acquisitions by David Federman and the Strauss family, the companies merged in 2004, and the Elite name was eventually removed from the group's title. Moshovitz expressed deep personal connection to the brand, having stated, "I was born with Elite," and considered it his family's life's work and part of the Israeli identity. He continued as a director at Strauss until his retirement.

Moshovitz is survived by his children, Perach and Dana Moshovitz.