Yad Mordechai enters Israel’s tahini market for the first time

Yad Mordechai, the honey, olive oil and jam producer controlled by Strauss Group and Kibbutz Yad Mordechai, is entering Israel’s raw tahini category for the first time. The new tahini is manufactured and imported from Dubai in the United Arab Emirates.

Chief Executive Liz Beit Ada told ynet and Mammon that Dubai specializes in high-quality tahini made from 100% Ethiopian sesame. She said the move into the category is a natural extension of the brand’s food business and fits its focus on quality ingredients.

“Entering the raw tahini category is a natural step for Yad Mordechai and a direct continuation of the world of high-quality food products in which the brand operates,” Beit Ada said. “Tahini is one of the most basic and widely used products in the Israeli kitchen, and we will offer a high standard of quality, texture and taste. Yad Mordechai is identified with natural ingredients such as honey, extra-virgin olive oil and silan, and tahini complements them.”

The market Yad Mordechai is joining is mature and highly competitive, led by Achva and then Baraque, and it generates about 190 million shekels a year. In recent years, Yad Mordechai has expanded beyond its core products and also sells mustard imported from Dijon in France, canned tomatoes from Italy and lemon juice from Sicily. The new tahini will be sold in a 500-gram package with a screw-top, hermetic lid.