1997

On the way to Eilat, stop at Yotvata

With the aim of entering the milk drink market in Israel, Strauss entered into a
partnership with Kibbutz Yotvata and acquired 50% of the Yotvata Dairy in the
southern kibbutz. The successful partnership contributed to an improvement in the
dairy’s management, production and marketing processes, making Yotvata the
leading brand in the Israeli milk drink market.