Elite Chocolate Factory
The history behind the world famous Israeli sweets
Letter Excerpts:
“We toured
the plants of Elite
Chocolate company
& were given
free samples.”
— August 28, 1957
The original Elite factory in Ramat Gan surrounded by open fields.
The same factory years later in the bustling city of Ramat Gan.
Today, a large residential building known as “Elite Towers” stands on the original Elite factory site.
Groups have been stopping off at the Elite Chocolate factory for close to a century, and hundreds and thousands of people have gone out of their way just to pass by the Elite Factory and catch a whiff of its chocolate aroma.
Elite is Israel’s much beloved chocolate company, the Israeli version of Hershey’s, and is a staple in Israeli society and culture. Elite candies have been known to every child in Israel since the 1930’s, when its first factory was built in Ramat Gan, Israel. Elite’s chocolates have been savory treats for kids and adults, and is internationally renowned for its quality.
The First Factory
Elite chocolates rolling down the line in the original Ramat Gan factory.
Background
The Elite company has a very interesting history, with very humble origins. It began when Eliyahu Fromchenko began experimenting with making chocolate in his own kitchen in Russia in 1918. When it became extremely uncomfortable for Jews in 1933, Fromchenko sold his business and moved to the land of Israel. In 1933, he commissioned the building of a confectionary factory in Ramat Gan (near Tel Aviv), and established the Elite brand in partnership with two other families.
Expanding
By 1938, Elite began manufacturing chocolate for the British Army. Following the success of the “chocolate from the Holy Land” branding, they began exporting to Jewish communities overseas. The company continued to prosper and opened a second factory in Nazareth in 1956. In 1958 they began making instant coffee, calling it “Kafe Nemes”, in Hebrew. In the 1970’s, Elite merged with Liber, another sweet factory, adding “Mekupelet” and “Bazooka Bubble Gum” to their arsenal.
“Kafe Nemes”
The original Elite “Kafe Nemes” (instant coffee) continues to be a popular drink in Israeli households.
Strauss Acquires Elite
In 1997, Elite was purchased by Strauss, Israel’s largest food company, and greatly expanded its line of products. Elite produces the hazelnut filled “Egozi”, the creamy “Pesek Zman”, the crunchy “Kif Kef”, and many new products. It also makes sugarless chocolate bars for diabetics.
Ramat Gan Factory Moves to Upper Nazareth
In 2003, Elite-Strauss closed the Ramat Gan factory and moved its operations to their newer factory in Upper Nazareth where land was cheaper. The factory was expanded and expanded its product line. Today, groups participate in an exciting tour of the factory.
Land Sale to Trump Partners
In 2006, this land was sold to the Crescent Group which involved Donald Trump. The group had plans to develop a 70-story luxury tower building that would carry Trump’s name. The building was never built and the land was sold 18 months later. Today, “Elite Towers” stands on the original factory site.