Flavors From Around the World:
Strauss Enters Mexico

Hello,

Yesterday we launched Obela in Mexico City – The new dips and spreads company established under a partnership with PepsiCo. In this post we will share with you the sights, sounds and flavors from last night’s exciting event.

The launch ceremony of our new global company was attended by Pedro Padierna, CEO of PepsiCo Mexico, Ofra Strauss, Chairperson of Strauss Group, Gadi Lesin, President & CEO of Strauss Group, Giyora Bar Dea, CEO of the global company and senior executives from both companies.

At the entrance to the site, guests sampled the new Obela hummus products along with various other products by Strauss and PepsiCo which were served to them.

The ceremony unveiled the super brand of our global company Obela, with the message “Flavors From Around the World”. Also launched on that occasion were the company’s new plant in Mexico and the first product line.

Another very exciting moment was the symbolic ribbon-cutting ceremony performed by Padierna, Strauss and CEOs of Strauss and Obela. This marked the official launch of the new brand as well as the company’s operations in Mexico.

During the ceremony, Ofra Strauss spoke about events leading up to the launch: “Obela is the third joint venture between PepsiCo and Strauss. It’s not only the result of good business results. It’s also due to the fact that both of our companies have long shared the belief that the differences among individuals and cultures are enriching and inspiring.”

Strauss said further that following the success of Sabra in the U.S. – another result of the partnership between PepsiCo and Strauss – The next obvious step was a shift to the global arena: “For Obela, globalization means more than doing business around the world. It means sharing all the best the world has to offer.”

“In Obela we see a brand new, global model for the production and distribution of healthy, fresh dips and spreads, driven by a unique vision – of “sharing the world with you… Obela gives PepsiCo and Strauss a new opportunity to combine our core competencies with our world view. We believe it’s a winning combination”, she said.

Gadi Lesin, President & CEO of Strauss, surprised the guests when he spoke in Spanish: “It is a great privilege to build a company, and an even greater privilege to do so with such a professional partner whose vision and commitment to improving people’s lives with good food is similar to ours.”

Pedro Padierna, CEO of PepsiCo Mexico, described the background of the partnership between PepsiCo and Strauss: “Strauss brings unique capabilities and expertise in fresh foods that, when combined with PepsiCo’s go-to-market and brand building strengths, will position us well to give consumers a great new line of products that complements our existing portfolio in Mexico.”

He added: “In PepsiCo we have found that when we bring our promise to contribute to a healthier future for the people and our planet, together with Strauss’ vision to “Creating Wonders out of Basics”, this will enable us to develop a unique company that contributes to improve our consumers quality of life. This is Obela today, our line of dips and spreads that will take enjoyable wellness to the Mexican households.”

Another person to come up on stage was the CEO of the new global company Obela, Giyora Bar Dea, who said: “We believe that food, and especially our dips and spreads culture play an important part in this world…This was the source of inspiration for our vision, A vision that PepsiCo and Strauss have in common and Obela combines successfully”.

Bar Dea also described the journey of Strauss and Mexico which resulted in the establishment of Obela: “This is a journey. The journey started years ago. Step by step partners who have added their own taste, color, knowledge and unique qualities have joined us. They have given us the tools to build, grow and lead… Obela will bring to the table a fusion of international flavor combinations that match and connect with local tastes and habits”.