Members of Kibbutz Lochamei Hageta’ot set up the Tivall Min Hatsomeach (1993) Ltd in 1985. The company specializes in the development and production of vegetarian meat-substitute products made from natural ingredients, as well as ready meals and snacks, all of which are also made from natural ingredients.

Leading Tivall products include vegetarian schnitzels, corn schnitzels, vegetarian hot dogs, vegetable dishes with a touch of cheese, and ready meals.

In 1995, Osem acquired 50% ownership of Tivall, and a Tivall Group was set up within Osem, which had also acquired companies such as Sabra Salads and 50% of Of Tov. Following Osem’s investment in the factory, Tivall production has increased two-fold. Long-term vision, world-class technological innovations, and increased consumer awareness about health foods all contributed to Tivall’s success which is almost unprecedented in the Israel food industry.

The members of Kibbutz Lochamei Hagetta’ot used money from their pension funds to acquire Petco’s soy product (Nickly and Stickly) production lines. It is reasonable to assume that at the time, none of them could have imagined that this infrastructure for a product line that had never really succeeded in the market place would, within 20 years, provide the foundation for the leading and most innovative company in its field in the world.

The source of the Tivall products’ success, which has already been patented, lies in the soy protein processing procedure and the subsequent linking of the soy protein to wheat proteins. This process facilitates the manufacture of products that are tasty, varied, and healthy, and have an appetizing appearance. Dr Micha Shemer who is still involved in Tivall’s development discovered this process.

While the company was involved in innovative product development, company management also made a number of exceptional marketing moves that enabled Tivall to break into the meat analogue product market and to raise consumer awareness about natural and healthy alternatives to the standard meal.

The first products to be made by the company were based solely on soya and included schnitzels, hamburgers, and kebab. Tivall increased its product range to keep up with increased demand, and also added non-soya based products made from vegetable proteins.

During this period, Tivall established its position in the market place by focusing its activities in three main areas:

·          Pleasure–over the years, eating has become a pleasure-time activity in its own right and appeals to all the senses. It is therefore important to develop new and varied tastes and food that is pleasing to the eye and appetizing in appearance.

·          Convenience–the consumer’s lifestyle is dynamic and faster paced than it was in the past. In this new reality, consumers need foods that are quickly and easily prepared but which do not compromise on flavor and nutritional value.

·          Health–the back-to-nature trend is clear-cut and is visible in all areas of the food industry. Nutritional solutions available at the beginning of the 21^st century must offer a suitable response to constantly increasing awareness of the importance of health food, and the consumer need for a balanced diet with low cholesterol and low fat intake.

 

The year 1995 provided an important turning point in the development of Tivall. It was clear that in order to continue developing, the company would need a strategic partner, and at the same time the kibbutz members requested that the pension funds that had been invested be returned to the members. By chance Osem was seeking to expand its activities during this period, and the frozen goods market suited the business development strategy which forms the core of this company. Following a brief round of negotiations, Osem acquired 50% ownership of Tivall, later increasing it to 51%, and established the Tivall Group. By 1999, this group had acquired Sabra Salads and 50% of Of Tov that had merged with the company Hod Lavan.

Establishment of the Tivall Group meant it was also necessary to organize a refrigerated distribution set up. This was done under the name Estive that has now become the largest refrigerated distribution company in Israel. Estive also distributes Of Tov and Sabra products, as well as products from other companies.

Osem’s involvement in Tivall and its control of the distribution set up generated a marked increase in the company’s output. Today Tivall controls 75% of the market of the meat substitute market in Israel.

Tivall strives for the highest possible product quality, starting with the best raw materials and ending with its adherence to the strictest and most meticulous quality control procedures. The production procedures and technological capabilities at Tivall have been specially adapted to meet the specific needs of a variety of markets and also to produce brand name products for large customers.

The company’s production facilities are among the most advanced in the world, and they conform to both ISO 9002 and GMP (Good Manufacturing Practices) standards.

Tivall invests extensively in research and development in order to provide consumers with the most flavorsome products. Every new product undergoes numerous tests and is only released on the market when it receives the highest possible flavor rating. Since its inception, Tivall’s R&D scientists have developed over 100 products thanks to unique and sophisticated technologies that are constantly being upgraded. Recently the company patented a revolutionary and innovative processing procedure for Fibrous Vegetable Protein (FVP). With this new processing method, it is possible to make a revolutionary product with a fibrous texture that perfectly imitates the texture and flavor of meat and poultry.

Tivall expanded its product lines still further at the end of 2002, when it launched a new product range of gourmet vegetable patties with a touch of cheese (frequently referred to by its nickname “negi’ot”, Hebrew for touches). However, although Tivall was working on the cheese and vegetable combo product, these were being developed for export purposes only. A strategic decision to launch a similar product in Israel soon followed, and this led to a comprehensive development process to adapt the new product range to suit the Israeli market. This new product range took Tivall beyond the paraveh (non-dairy/non-meat) products for which it is so well known. Now for the first time in Israel, Tivall launched a unique dairy product based on advanced and original in-house development. The Negi’ot series enjoyed instant and dizzying success as soon as it was launched, and from its first month, sales were 400% beyond the company’s sales forecasts.

While the company has a very firm grip on much of the Israeli market, it has simultaneously, almost since its inception, developed its export market as well, thereby neutralizing the effect of fluctuations in demand or currency. The main overseas markets for Tivall products are Holland and England. Initial exports to these markets comprised basic products such as hamburgers and hot dogs, and at a later stage more sophisticated products were added including Cordon Bleu, vegetable burgers with cheese etc.

The European meat crisis in 1999 (caused by Mad Cow disease) generated increased exports to England, and in 2000 Tivall began exporting to Germany for the first time.