WHITE PLAINS, N.Y. — Tomer Harpaz has been named chief executive officer of Sabra Dipping Co., L.L.C., a joint venture between PepsiCo, Inc. and Strauss Group that markets dips and spreads in North America. Sabra is the leading hummus brand in the $2.15 billion U.S. fresh dips category, according to the company.
Mr. Harpaz has been c.e.o. of Strauss Coffee for the past four years. Prior to joining Strauss Coffee in 2010, he was executive vice-president of strategy, business development and technology at Strauss Group, establishing The Kitchen FoodTech Hub and Alpha Strauss, food and tech incubator programs. Prior to that, he was c.e.o. of P.O.C., a management consulting firm.
In his new role, Mr. Harpaz will oversee Sabra and Obela, another joint venture between PepsiCo and the Strauss Group, which sells dips and spreads outside of North America. He succeeds Shali Shalit-Shoval, who has returned home to family overseas after five years with the company.
“I have admired Sabra’s trajectory and am eager to work with this talented team to grow a category with massive potential,” Mr. Harpaz said. “Hummus first captured the attention of U.S. consumers approximately 10 years ago with Sabra ushering its introduction. Today, many U.S. consumers have already discovered hummus as a dip, and that has been the driving force behind the success of the category to date.
“Now, we are witnessing the emergence of the next wave of hummus in the U.S. At its origin, hummus is more than a dip and can be the base for a delicious meal. Hummus is gaining momentum globally as a delicious feel-good food, one that delivers on taste and empowers you to feel great about having made a good choice. Chefs in some of the food scene’s trendiest spots are embracing plant-based hummus, placing it on the menu as starter or entree … and at home, consumers are beginning to adopt new behaviors as well. We recognize and welcome the emergence of the next groundswell of hummus consumption in the U.S. and, as the category leader, we are eager to propel it further.”