Monday, June 7, 2010

Richmond BizSense

Sabra Spreads Out
June 7, 2010
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Sabra Dipping Company made a splash in the area by investing $61 million in Chesterfield to build a new hummus factory in Chesterfield.

With its new facility in place the New York-based company, which is a joint venture between Frito-Lay and an Israeli food and beverage company, is ready to make a nationwide push for exposure.

According to a story in the New York Times that means ramping up its ad budget, embracing social media, going on a cross country tasting tour, and holding a contest.

The Sabra brand manager told the New York Times that they plan on significantly increasing last year’s ad spending of $3.3 million.

Sabra is also holding a contest called Sabra Taste Intervention that offers a first place trip to Turkey, with a second prize of a home dinner party prepared by the company’s in house chef. The premise is to nominate yourself or a friend who is stuck in a food rut, and needs more flavor in their life.

Sabra executives have said they plan on moving the company’s headquarters to Richmond from Queens, New York.

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