Tnuva Halts Local Production of Olivia Spreads Amid Restructuring Efforts

Tnuva has announced it will cease the production of Olivia brand spreads in Israel as part of ongoing efficiency measures. The production line at the Rehovot factory is expected to close in the coming weeks. Around 20 employees have been informed and offered alternative roles within the company to avoid layoffs. This decision follows an economic review of the brand's operations, noting that the refrigerated spreads category remains relatively small and increasingly competitive, making continued local production financially unjustifiable.

Despite stopping local manufacturing, Tnuva retains the rights to the Olivia brand and is exploring other options to continue its presence in the market. These alternatives include importing products or expanding the brand into other categories. Existing Olivia products will remain available for sale from current inventory during the transition.

This move reflects Tnuva's strategy to focus on its core business areas while adapting to market conditions and cost pressures affecting legacy brands like Olivia.