Tnuva VP Michal Tamari Emphasizes Relevance Over Nostalgia for Legacy Brand
Michal Tamari, Vice President of Marketing at Tnuva, highlighted at the Globes MAD conference that a legacy brand's strength is measured not by its past but by its ongoing relevance to new generations. She described Tnuva's presence in everyday Israeli life, from morning routines to family meals, emphasizing the brand's role in small, automatic daily moments that shape culture and consumer habits.
Tamari warned against relying too heavily on nostalgia, which risks turning a brand into a museum piece. Instead, she stressed the importance of continuous consumer relevance, adapting alongside changing household dynamics and preferences. She illustrated this by noting how the Israeli refrigerator acts as a dashboard reflecting family lifestyle, dietary needs, and evolving trends, which Tnuva monitors to innovate while maintaining its signature taste.
Founded in 1926 as a cooperative of agricultural settlements, Tnuva recently celebrated its 100th anniversary. Tamari described the company as a bold startup of its time that has maintained consumer trust through consistent quality and responsibility. She emphasized the complex relationship between Tnuva and its consumers, which demands ongoing innovation, value, and responsiveness to needs such as allergies and health trends.
Tamari also discussed Tnuva's commitment to being a reliable anchor for consumers during both routine and crisis times, offering a wide product portfolio that includes brands like GO, which targets active lifestyles, and Alternativ, a plant-based line launched after years of development to meet growing demand for dairy alternatives. She noted that while some brands in Tnuva's portfolio are distant from dairy, they share the company's core values of trust and quality.
Looking ahead, Tamari said Tnuva aims to shape the future of nutrition by providing healthier, more diverse, and personalized options. She cited a recent reformulation of Tnuva yogurt to include 500 mg of calcium without a price increase as an example of this commitment. The company seeks to listen closely to consumer needs, including veganism and dietary sensitivities, to remain relevant and valuable in a changing market.
