Sabra (company)

Sabra Dipping Company, LLCis a U.S.-based Israeli company which producesMiddle Eastern-styleand other food products, includinghummusandguacamole.It is wholly owned byPepsiCo. All Sabra products are certifiedkosherandvegetarian, and are available throughout the U.S. and Canada.As of 2024, the company held a 36% market share for hummus sales in the United States
The company was founded in 1986 by Zohar Norman and Yehuda Pearlas Sabra-Blue & White Foods.The company was bought in 2005 byIsraelifood manufacturerStrauss. Prior to the acquisition by Strauss, Sabra had entered into negotiations to purchase Basha hummus, which was then the leadinghummusbrand inDetroit. However, the deal never closed successfully, languishing for months until it became clear that Strauss was not interested in acquiring Basha.
In March 2008, Strauss entered a joint-venture partnership withFrito-Lay, a division of the multinationalPepsiCocorporation. Strauss owned 50% and PepsiCo 50% of the company.In November 2008, the company announced the construction of a new $61 million plant inChesterfield County, Virginia, expected to employ 260 people and come on line in mid-2010.The company grew over 50% between August 2008 and August 2009.
By 2016, Sabra had gained a 60% market share of hummus in the United States,and, through its co-ownership and sales channels with PepsiCo, was close to $1 billion in annual sales.To parallel the rising consumer demand for hummus, American farmers have increased their production of chickpeas four-fold since 2009, harvesting more than 100 million pounds (45,000 metric tons) in 2015, up from about 25 million pounds (11,000 metric tons) in 2009.
In 2024,Strauss Groupannounced it was selling its 50% stake in Sabra toPepsiCodue to declining sales, fierce competition, and a global boycott due to thewidespread boycotts by anti-Israel activists.
During the run-up to the2008 U.S. presidential election, Sabra commissioned sculptor Kirk Rademaker to createbustsof candidatesJohn McCain,Barack ObamaandHillary Clintonout of 100 pounds of hummus.
Sabra launched its first U.S. national advertising campaign in March 2009, with theStrawberryFrogad agency.In May 2009, the company began a series of promotional events in which it recreated "Mediterranean villages" in 11 major U.S. cities.By 2015, Sabra had established greater presence among American and Canadian consumers by marketing a "cultural movement" based on a desire for people to experience hummus as an old world food with new tastes close to what they already knew.
Until 2010, theStrauss Groupstated on their English-language website that the company donated food packages to theGolani Brigadeof theIsrael Defense Forces.Activists in theBDS movementcalled for boycotts of Sabra products over the donations.Student groups atDePaul University,Princeton University, and theUniversity of Ottawacampaigned unsuccessfully to have their schools switch to alternate brands.In 2019, theDickinson CollegeStudent Senate passed a resolution endorsing a ban on Sabra Hummus.In 2024, Strauss Group stated declining sales and international boycotts due to the conflict between Israelis and Palestinians,  was a contributing reason to selling their 50% stake in the company.
On April 8, 2015, Sabra recalled 30,000 cases of its classic hummus after a tub in Michigan tested positive forListeria.Inspectors with theMichigan Department of Agriculture and Rural Development(MDARD) learned of the possible contamination byL. monocytogenesafter routine inspections on March 30 at aKrogerinPort Huron, according to MDARD spokeswoman Jennifer Holton.
On November 19, 2016, Sabra voluntarily recalled multiple hummus varieties across the U.S. afterListeriawas discovered at one of its manufacturing plants, though the company stated the bacteria had not been found in any of its actual products.
In March 2021, Sabra recalled about 2,100 cases of 10 oz. Classic Hummus, following a routine inspection by theFDAin the US, due to a possiblesalmonellacontamination. The recall affected 16 states in the U.S.