Corporate Brand Story
The Strauss brand is a brand that's about people, but it's also a corporate brand. It's the name of a family whose founders immigrated to Israel, then Palestine, in the nineteen-thirties, filled with ideals, and started a small dairy.
Strauss is a brand that works to drive a movement of improvement, a brand that aspires to deliver people with creative solutions, innovation, progress, and healthy and enjoyable food through a way of doing business that promotes good. Strauss is a brand that aspires to improve the quality of people's lives by creating wonders out of basics.
Our corporate brand is an umbrella for many product categories – it delivers a response to world food trends of health and wellness alongside fun and indulgence, and besides our products, technologies and innovation, our brand is driven by values and social responsibility to advance good in the way that the Company and brand work.
We are a family company. We chose to write the Company's name, Strauss, as a personal signature in order to serve as a symbol that even as a global company we retain our family history and our unique character. We chose to write the Company's name as a personal signature because it symbolizes our way – to operate all over the world, drive improvement, form partnerships, cause our employees to measure themselves through the improvement they create, be proud of their place of work and generate profits in a good way.
We believe in diversity and the richness it creates. Diversity is expressed in our businesses, in the abundance of categories in which we are active, in the partnerships we create, and in our people, who come from different cultures. In its colorfulness, our logo expresses our belief in diversity
The myriad of colors strengthens the sense of diversity while also representing the colors of nature. Together, the colors express who we are, the aspirations we share, the passion with which we do things, our way of connecting with others, and the exciting, fascinating assignments to which we are committed.