Elite made the courageous decision to manufacture instant coffee in Israel, at a time when austerity still left its mark on the Israeli mentality and instant coffee was considered a prestige beverage. In May 1958 the Safed coffee factory was inaugurated. Success was immediate. Consumers attributed not only taste and aroma to the new beverage, but an international lifestyle and ambience as well. Thanks to its affordable price, Elite Instant Coffee quickly became a familiar and favorite product in every household in the country.
In a public opinion survey, Elite was chosen as the leading coffee company in Israel. On the basis of the survey, the slogan that was to accompany Elite for many years, "The people vote Elite Coffee", was created.
Following the sweeping success of Elite Instant Coffee, Elite acquired Café Co in Lod, which had tried to generate competition against Elite's instant coffee without much success. Elite changed its designation from instant coffee to roasted coffee. Among other things, the newly acquired plant manufactured Zip powdered juice drink, Chocolite and Chocopele. Today, it is considered the leading production facility in Israel for the production of various types of roast and ground (R&G) coffee.
Simultaneously with the company's domestic operation, Elite management reached the conclusion that the size of the Israeli market mandated that solutions be found for growth outside Israel. Elite began marketing coffee in Poland, and later established a coffee plant in the city of Poznan, gaining a leading position in the Polish coffee market.
Elite established a roast and ground coffee plant in Romania, launched the coffee brands Pedro's, Sahara and Elita in the Eastern European emerging market, and became leader of the Romanian coffee market.
In this year, Elite's coffee business expanded into more countries in Eastern Europe and the Balkan – Elite acquired coffee plants in Bulgaria, Croatia and Turkey, and increased exports of instant and agglomerated coffee to Russia, as it continued to seek new markets.
Elite continued to take intensive action to expand its international operations and acquired the Brazilian coffee company, Três Corações, "Three Hearts".
At the end of the year a memorandum of understanding was signed for strategic collaboration with Lavazza. The Italian espresso company is ranked Number 1 in Italy with a market share of 47%, and operates in over 70 countries worldwide through an extensive network of distributors, who have made it the biggest and leading company in the world.
Strauss-Elite acquired a Polish company dominating 20% of the domestic coffee market.
In late 2005 an agreement was signed for the merger of Strauss-Elite's coffee operation in Brazil with the Lima Brothers' Brazilian coffee company, Santa Clara.
Strauss-Elite signed a buyout agreement to acquire the partner's holding (60%) in the Doncafé coffee company.
Elite Instant Coffee is announced the most Israeli beverage brand.
Elite Coffee presents Mocha Flavored Elite Instant Coffee.
Strauss Coffee launches Finjan Turkish Coffee.
Elite Coffee launches its espresso capsules.