Tnuva announces a permanent reduction in the price of dozens of products

  • The reduction of up to 15% in the price to the consumer comes together with a decrease in the price of raw milk. The value of the reduction consumers is about NIS 125 million
  • 02-10-2011

This move joins the previous reduction to consumers of about NIS 77 million with the reduction in the price of cottage cheese.

The price reduction will apply to soft white cheese products (15%), packaged yellow cheeses (about 15%) and Ma’adan Tnuva (7%).

Tnuva announced today that it is lowering the prices of dozens of its products, together with the decrease in the price of raw milk this week by 3.8 agorot per liter. The price of raw milk (the milk that the farmers sell to the dairies) is determined by the Ministry of Agriculture. Tnuva announced today a recommended retail price that takes into account the decrease in the price of raw milk, as well as the recommended reduction of the price to supermarket chains.

The products whose prices are reduced are soft white cheeses, packaged yellow cheeses, and Ma’adan Tnuva (a list of the products and the new prices appears below).

For example:

The recommended retail price of 250g regular soft white cheese (different fat percentages) will be NIS 6.33 including VAT (instead of NIS 7.45 today).

The recommended retail price of the 200g package of sliced Emek cheese will be NIS 14.58 including VAT (instead of NIS 17.15 today).

Since the beginning of the protest against the cost of living in Israel about three and a half months ago, Tnuva called repeatedly for a comprehensive solution to reduce prices to consumers permanently and by a significant amount, a solution in which all the parts in the value chain – the farmers, the dairies and the supermarket chains will take part.

Now, together with the decrease in the price of raw milk, Tnuva announces a price reduction for dozens of products and new recommended prices to the consumer by supermarket chains and retailers for these products.

Total savings for the consumer from today’s reduction amount to NIS 125 million, of which about 62% will be granted by Tnuva.
As known, about a month and a half ago Tnuva reduced the price of cottage cheese with a total saving to consumers of NIS 77 million of which about 65% from Tnuva.

Total savings for the consumer from the above two moves amount to about NIS 200 million, of which about 63% from Tnuva.

Arik Schor, Tnuva CEO, said, "Tnuva is attentive to the voice of the consumer - we have decided to reduce significantly the prices of dozens of products. We call on the supermarket chains to adopt the recommendations and contribute their share in the reduction of prices".

Schor added, "The protest against the cost of living in Israel succeeded. This is the first time something like this happens in Israel. I believe that as a leading company in the Israeli food market the unprecedented step we have taken today will serve as an example".

Schor noted, "Tnuva is an Israeli company operating for 85 years in full cooperation with farmers and dairy-farmers in the State of Israel, and attaches great importance to the continued production of quality milk products from high-quality Israeli milk, while strengthening the dairy-farming and agricultural sector in Israel. Tnuva joins the position of the dairy-farmers that there is no place for opening the market to milk imports, that may impact dairy-farmers without bring any real good news to consumers".

Arik Schor notified Yaakov Bachar - CEO of the Milk Cattle Breeders Association of Tnuva’s decision regarding price reductions. Bachar welcomed the decision and told Schor: "The Milk Cattle Breeders Association, which represents dairy-farmers in Israel, congratulates Tnuva on the brave and responsible step that is taking today. The association and the farmers strongly oppose opening the milk market to imports that may be a potentially devastating blow to the dairy industry in Israel.

The reduction in the prices of dairy products to the consumer, which Tnuva announced today, and the supporting of milk production in the country, proves that this is an Israeli company attentive to the desires of the consumer in Israel. We hope that Tnuva’s decision will lead the government to a renewed understanding of the importance of stability in the dairy industry and agriculture in Israel".

Reduction in the recommended retail price:Yellow cheeses

Emek, Tal and Jerusalem packaged products - a decrease of 15% (in the recommended retail price)

Packaged Gush Chalav - a decrease of 6.7% (in the recommended retail price)
Packaged Gilboa and Ahuza - a decrease of 7.2% (in the recommended retail price)

Packaged Emek grated cheese - a decrease of 10% (in the recommended retail price)

Whole Ahuza, Jerusalem and Tiran cheeses - a decrease of about 20% (in the recommended retail price)

Chocolate puddings

Ma’adan Tnuva - a decrease of 7% (in the recommended retail price)

Soft cheeses

100g, 250g packages - a decrease of 15% (in the recommended retail price)

500g package - a decrease of 12.5% (in the recommended retail price)

750g package - a decrease of 9% (in the recommended retail price)

The reduction will take effect from Tuesday 4/10/2011.

Decrease in prices October 2011 – details

Yellow cheeses

Emek, Tal and Jerusalem packaged products - a decrease of 15% (in the recommended retail price)

Packaged Gush Chalav - a decrease of 6.7% (in the recommended retail price)

Packaged Gilboa and Ahuza - a decrease of 7.2% (in the recommended retail price)

Packaged Emek grated cheese - a decrease of 10% (in the recommended retail price)

Whole Ahuza, Jerusalem and Tiran cheeses - a decrease of about 20% (in the recommended retail price)

Product Before After Decrease in recommended retail price Decrease in wholesale price
Recommended retail price Wholesale price Recommended future retail price Future wholesale price
200g Emek sliced 17.15 12.65 14.58 10.99-15.0%-13.1%
300g Emek sliced 24.25 17.93 20.61 15.57-15.0%-13.2%
400g Emek package 25.47 18.75 21.65 16.29-15.0%-13.1%
400g Emek sliced 31.31 23.12 26.61 20.08-15.0%-13.1%
200g Emek 15% sliced 17.15 12.65 14.58 10.99-15.0%-13.1%
200g Emek Lite 9% sliced 17.96 13.18 15.27 11.46-15.0%-13.1%
400g Emek Lite 9% sliced 32.7 23.98 27.80 20.85-15.0%-13.1%
200g Emek 5% sliced 19.2 14.16 16.32 12.30-15.0%-13.1%
200g Tal Ha’emek sliced 19.66 14.5 16.71 12.60-15.0%-13.1%
200g Gush Chalav sliced 19.99 14.61 16.99 12.71-15.0%-13.0%
200g Gush Chalav sliced 14.95 11.07 13.95 10.43-6.7%-5.8%
200g Gilboa sliced 13.95 10.32 12.95 9.68-7.2%-6.2%
200g Ahuza sliced 15.96 11.75 14.81 11.02-7.2%-6.2%
200g Jerusalem sliced 18.69 13.8 15.89 11.99-15.0%-13.1%
400g Jerusalem package 28.34 20.91 24.09 18.17-15.0%-13.1%
400g Jerusalem sliced 33.12 24.48 28.15 21.26-15.0%-13.2%
200g Jerusalem Lite 9% sliced 19.56 14.44 16.63 12.54-15.0%-13.2%
Special grated cheese for Pizza HaShef HaLavan 22.66 16.62 20.39 15.18-10.0%-8.7%
200g grated Emek cheese for bakeries 14.9 10.71 13.41 9.80-10.0%-8.5%
500g grated Emek cheese for bakeries 34.04 24.98 30.64 22.82-10.0%-8.6%
Sliced Gilboa for deli’s 61.58 45.07 57.15 42.28-7.2%-6.2%
Sliced Emek for deli’s 63.29 46.67 53.80 40.55-15.0%-13.1%
200g Emek delicatessen sliced 19.19 14.15 16.31 12.29-15.0%-13.1%
Ahuza whole cheese 51.32 37.56 41.85 30.63-18.5%-18.5%
Jerusalem whole cheese 55.78 41.41 44.44 32.87-20.3%-20.6%
Tiran whole cheese55.3440.7744.1432.57-20.2%-20.1%

Chocolate puddings

Ma’adan Tnuva - a decrease of 7% (in the recommended retail price)

Product Before After Decrease in recommended retail price Decrease in wholesale price
Recommended retail price Wholesale price Recommended future retail price Future wholesale price
4-pack diet chocolate pudding 0% 14.9 10.46 13.86 9.86-7.0%-5.7%
4-pack diet vanilla pudding 0% 14.9 10.46 13.86 9.86-7.0%-5.7%
4-pack chocolate pudding 3% 14.9 10.46 13.86 9.86-7.0%-5.7%
4-pack white chocolate pudding 3% 14.9 10.46 13.86 9.86-7.0%-5.7%
4-pack diet chocolate- banana flavor pudding 3% 14.9 10.46 13.86 9.86-7.0%-5.7%

Soft cheeses

100g, 250g packages - a decrease of 15% (in the recommended retail price)

500g package - a decrease of 12.5% (in the recommended retail price)

750g package - a decrease of 9% (in the recommended retail price)

Product Before After Decrease in recommended retail price Decrease in wholesale price
Recommended retail price Wholesale price Recommended future retail price Future wholesale price
100g soft white cheese 5% 3.26 2.33 2.77 2.03-15.0%-12.9%
100g soft white cheese 5% with olives 3.56 2.55 3.03 2.22-14.9%-12.9%
250g soft white cheese 0.5% 7.45 5.58 6.33 4.84-15.0%-13.3%
250g soft white cheese 3% 7.45 5.58 6.33 4.84-15.0%-13.3%
250g soft white cheese 5% 7.45 5.58 6.33 4.84-15.0%-13.3%
250g soft white cheese 9% 7.45 5.58 6.33 4.84-15.0%-13.3%
250g soft white cheese 3% Badatz kosher 7.49 5.62 6.37 4.87-15.0%-13.3%
250g soft white cheese 5% Badatz kosher 7.49 5.62 6.37 4.87-15.0%-13.3%
250g soft white cheese 9% Badatz kosher 7.49 5.62 6.37 4.87-15.0%-13.3%
225g soft white cheese 5% traditional taste 7.39 5.54 6.28 4.80-15.0%-13.4%
250g soft white cheese 5% low-salt 7.56 5.69 6.43 4.93-14.9%-13.4%
250g creamy soft white cheese 5% 7.78 5.93 6.61 5.13-15.0%-13.5%
250g soft white cheese 5% with olives 8.42 6.12 7.16 5.33-15.0%-12.9%
225g soft white goat cheese 5% 9.9 6.83 8.42 5.98-14.9%-12.4%
500g soft white cheese 0.5% 13.26 9.81 11.58 8.73-12.6%-11.0%
500g soft white cheese 3% 13.26 9.81 11.58 8.73-12.6%-11.0%
500g soft white cheese 5% 13.26 9.81 11.58 8.73-12.6%-11.0%
500g soft white cheese 9% 13.26 9.8111.588.73-12.6%-11.0%
750g soft white cheese 5% 17.75 13.29 16.14 12.23-9.1%-8.0%
850g soft white cheese 5% Badatz kosher 20.24 15.2 18.41 13.99-9.0%-8.0%
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