(photo credit: Courtesy)
Embattled food manufacturer Strauss will extend holiday discount prices on its
products until the end of the year, the company announced Wednesday following a
meeting with leaders of a consumer protest campaign.
RELATED:New boycott targets Strauss, others
afternoon’s meeting “cordial and genuine,” Strauss CEO Zion Balas said the
company had “found a new way to make another contribution to the effort to
reduce prices, on top of those price reductions we have already
Strauss and fellow dairy manufacturers Tnuva and Tara have been
the primary targets of ongoing protests over food costs since a nationwide
consumer boycott was launched in June over the price of cottage
Protest leaders turned their attention to Strauss this week,
threatening a fresh boycott against the company if it does not lower its prices
permanently by 30 percent, after Tnuva announced that it was lowering the price
of basic dairy products by up to 15%.
Balas promised Wednesday that the
announced price reduction was not the end of the company’s commitment to consumers.
“We will continue to deal with this issue in the coming months
and years and will continue to turn over every stone in order to find possible
solutions, with the aim of making things easier for consumers by matching our
offers with today’s prevailing reality,” he said. Balas added that all links in
the food supply chain must act for prices to remain low, beginning with the
government’s removal of the 16% value-added tax.