Product: Meat Flavored Vegetarian Food Developers: Dr. Micha Shemer, Aviezer (Gezi) Kaplan Company: Tivall Start of Development: 1985
For already 30 years and more, Tivall’s soy schnitzel has been a constant feature in Israeli kitchens. Even the man who developed the first ready-made schnitzel for the Pitco corporation - food technologist and Kibbutz Lohamei HaGeta’ot member Dr. Micha Shemer, couldn’t have imagined that this product would sustain generations of children and adults. When Pitco developed the soy schnitzels, it intended them for the Haredi sector of the population as a nutritious meat lunch alternative. It was then that Gezi Kaplan, in charge of the field on behalf of the kibbutz, who later on became Tivall and Osem CEO, visited the factory, saw the tremendous opportunity, and decided to purchase the company.
In 1985, the factory began operating on Kibbutz Lohamei HaGeta’ot with new technology that improved the product’s quality and targeted the general public looking for fast and healthy food. The objective was to provide a solution for consumers interested in a balanced vegetarian diet by diversifying the food available to them. The choice of soy, possessing a high protein value that simulates meat, combined with heightened technological development, created a revolutionary new patent – soy and wheat proteins that make up the ready-made soy schnitzel.
Tivall’s success was absolute and the general Israeli public overwhelmingly adopted the product. Tivall is the first Israeli brand that succeeded in transcending the local market. The brand is sold today in 12 European countries under the label
Garden Gourmet.
The scope of the plant-based food market in Israel stands at 232 million shekels, of which Tivall leads the market with sales of 59 percent. It can be said with confidence that the plant-based food category in Israel has developed thanks to Tivall’s soy schnitzel.
The spirit of innovation that has characterized Tivall since its inception, continues to constitute an important motivating force in the company that develops a range of soy products rich in quality plant-based protein. Tivall is also responsible for the development of corn schnitzel loved by Israeli children and families with corn products constituting approximately 43 percent of the plant-based food category.
