preload preload preload preload preload preload preload preload preload

MattJHarrison The Trade Show Specialist logo Trade Show Specialist

Sabra Hummus Adventure Awaits

29th December 2011 | | News

If you live in Dallas, Chicago, Los Angles, Flordia, Colorado, New York, Atlanta Georgia, Detroit, or Seattle im sure you must have seen the red Sabra Hummus Truck roaming around the city.

For this event I was the Dallas Texas Market Manager for a team of 5-7 Brand Ambassadors. Our job was to introduce the brand Sabra into the Dallas market via Guerilla Marketing. Sabra is a food manufacturing company that produces and distributes refridgerated dips and spread in the US and Canada. Sabra is recognized as a fast growing category leader: #1 player in hummus, #2 in fresh salsa, a growing contender in the guacamole arena as well as in dairy dips.

The main products of Sabra is:

  • Hummus
  • Salsa
  • Guacamole
  • Greek yogurt dips
  • Red salads

The Brand Ambassadors job was to distribute samples of Sabra Hummus and Sabra Salsa with a package of Stacy’s pita chips to all consumers. As this was Guerilla Marketing we were at various venues, events, and surrounding cities.  For the people unfamiliar with Sabra Hummus each BA educated the consumers on the product:

What is Hummus

  • Hummus is a delicious, food for you food that is quickly growing in popularity both in America and worldwide! It is made from a blend of chickpeas, sesame paste (tahini), and a variety of herbs and spices. It can be used as an appetizer, as a side dish, or as a dip and is perfect for parties and get-together’s.
  • Number 1 ingredient is chickpeas which have:
  1. High soluble fiber content can reduce LDL cholesterol (the bad cholesterol)
  2. Higher in protein than ground beef- without any animal fats
  3. A good souce of iron
  4. Low in carbohydrates and contains no added sugar
  5. Dairy, trans-fat and cholesterol free

Not everyone cared for the Classic Sabra Hummus, but were told to try one of Sabra’s many flavors as they might enjoy one or more of those better:

  • Sabra Hummus Classic
  • Sabra Hummus Roasted Pine Nut
  • Sabra Hummus Roasted Red Pepper
  • Sabra Hummus Roasted Garlic
  • Sabra Hummus Spinach and Artichoke
  • Sabra Hummus Supremely Spicy
  • Sabra Hummus Greek Olive
  • Sabra Hummus Chipotle
  • Sabra Hummus Jalapeno
  • Sabra Hummus Luscious Lemon
  • Sabra Hummus with Tahini
  • Sabra Hummus newest flavors Basil Pesto and Buffalo

As the Market Manager it was my responsibility to:

  • Drive the 16ft branded reefer truck
  • Make schedules
  • Help plan activation event locations
  • Communicate with the Sabra Tour manager
  • Schedule load in’s for product

Below is some more information about Sabra:

Sabra Dipping Company History with PepsiCo

  • 1986, Sabra was a manufacturer of hummus and salads to the Kosher market in the NY area. In 2002, yehuda Pearl purchased 100% of Sabra. The Go Mediterranean concept was launched in 2004 and the following year, 2005, Strauss Group, Israel’s second-largest food and beverage company, purchased 51% of the company.
  • In 2008, a 50/50 joint venture was created with PepsiCo (Frito Lay) and Strauss. With such great demand for the proucts, in 2009, Sabra held a groundbreaking ceremony to build the new plant in VA . In 2010, Sabra acquired California Creative Foods (Salsa and Guacamole.)

Sabra Facts

  • Sabra’s Hummus, Salsa, and Guacamole is gluten free to within >20 ppm.
  • None of Sabra’s products contain peanut oil and is a peanut free facility.
  • All of sabra’s products are certified Kosher. You will see the kosher symbol located on the products listed after ingredients.
  • It is not recommended that you freeze and of sabra’s products as it tends to alter the smooth rich consistency and texture that makes their products so enjoyable.
  • Typically all their products will remain fresh until their expiration date, even once opened, so long as the product has been kept properly refrigerated.

Leave a Reply

* Required
** Your Email is never shared