Shufersal Moves to Direct Beef Imports, Cutting Out Major Importers Baladi and Neto

Shufersal, Israel's largest retail chain led by brothers Yossi and Shlomi Amir, is launching a significant shift in the beef market by transitioning to direct imports of Angus beef from South America. This strategic move, expected to be officially announced in the coming weeks, aims to reduce costs for consumers by eliminating intermediaries.

The retailer plans to strengthen its private meat brands, including Carlos Butchers, ASADOR, and Casa de Carne, which currently offer fresh and frozen meat products across all Shufersal stores. Until now, Shufersal sourced these products through partnerships with various suppliers, notably the public companies Baladi and Neto. However, recent data indicates a reduction in the range and stock of Baladi and Neto products in Shufersal’s physical and online stores, signaling a gradual phase-out ahead of the direct import transition.

Shufersal’s extensive nationwide presence and diverse store formats give it a competitive advantage in negotiating directly with suppliers. Industry insiders suggest that this move disrupts the traditional supply model, which inflated intermediary margins at consumers’ expense. It is anticipated that other responsible retailers will follow Shufersal’s lead and begin direct beef imports.

The primary losers in this development are the major importers Baladi and Neto, whose stock prices have dropped by 18.75% and 12.8% respectively over the past month. Neto’s first-quarter revenues totaled 1.3 billion shekels, with approximately 44.7% from local sales, while Baladi reported that trade activities accounted for about 80% of its revenue in the first quarter of 2026. Despite recent declines, Baladi’s stock has performed better than some competitors over the last three months.

This initiative echoes earlier intentions reported in 2017 during Itzik Avrahahm’s tenure as Shufersal CEO to independently import fresh meat and fish to reduce supplier dependence. Shufersal declined to comment on routine commercial dealings, and Baladi described its relationship with Shufersal as mutually productive, dismissing rumors. This move is expected to reshape Israel’s beef supply chain and enhance market competition.