http://en.tnuva.co.il/about/
Tnuva was established in 1926, when the moshavim and kibbutzim decided to coordinate and unify all stages of processing, producing and distributing fresh agricultural produce.
At first, Tnuva distributed only fresh milk for drinking and later on also dairy products . In the early 1930s, as it became more established, Tnuva began marketing additional fresh farm produce: eggs, poultry, vegetables and fruits.
Tnuva developed parallel to the development of the Jewish community in the country, and following the establishment of the State of Israel played an important role in the growth of Israel’s economy.
Hundreds of refrigerated trucks transporting fresh produce, bearing the Tnuva logo, made sure that every city, town and village across the country were reached every day, throughout the year. Over the years, Tnuva became an inseparable part of the day-to-day life of every child, family and household in Israel. In the ’50s and ’60s the concept of “Tnuva children” became popularized as an expression symbolizing healthy children enjoying sound, natural and tasty nourishment.
Tnuva’s marketing and innovation revolution
In 1996, a new management was nominated at Tnuva, which set itself the goal of refreshing Tnuva’s look and turning it into a business focused on the consumer and capable of participating in the marketplace under modern market conditions.
A new management headed by CEO Arik Reichman introduced during the 1990's a series of revolutionary reforms, among them: a marketing and branding reform, a quality and innovation reform, and a consumer service reform.The marketing section was positioned as the spearhead of Tnuva’s business activities, targeting, identifying and developing consumer needs, and operating the various Tnuva units to answer those needs.
The branding of Tnuva was placed at the forefront of the marketing activity, with clear and distinctive values, coupled with a realistic consumer promise. Tnuva, with all its divisions and with the Dairy Group in particular, has built and enhanced an integrative marketing section which includes a consumer arm enabling it to investigate, analyze and understand the consumer and the market, and a research and development arm aimed at realizing the dreams.
The marketing section plans and designs Tnuva’s branding strategy, and builds its marketing and planning strategy, advertising and sales promotions. Tnuva’s logistic section enables quick daily access to every one of thousands of points of sale spread throughout the country.
Tnuva has launched dozens of brands and hundreds of new products, has created new standards of quality and innovation and has enthralled thousands of Israeli households through the advertising language that accompanied the brands’ launching. The “Tnuva” brand has become a hallmark and guarantee for quality which has earned the trust of the general public, which chooses Tnuva year after year as the number 1 food brand in Israel.
The revolution in quality and innovation was expressed by establishing a quality assurance unit, a strict supervisory system utilizing advanced production and quality assurance technologies enabling mass production in short time spans while ensuring the quality and uniformity of the product.
As an inseparable and extremely important part of this section, Tnuva has established the “dairy line”, a consumer telephone service center. The center allows consumers to maintain direct contact with Tnuva, offer suggestions, voice their complaints and provide comments, all of which receive attention and a speedy response. Today, Tnuva is a modern and dynamic organization, operating according to a clear strategic vision and set objectives, an organization with a powerful backbone.
Comments