Tahini at the Tipping Point

The Rushdi Team

Ibrahim Bashir

Founder & Owner Sigal

Shilony

CEO

Mariano Ben Oren

VP Sales

Agenda.

Tahini

The Mighty Sesame Brand

About Rushdi

1. Tahini

1. Tahini

“The tipping point is that magic moment

when an idea, trend,or social behavior

crosses a threshold, tips, and spreads

like wildfire.” Malcolm Gladwell,

The Tipping Point

Tahini is not a fading trend…

Interest over time, 2004-present

Tahini

Acai

2005 2007 2009 2011 2013 2015

Source: Google trends

Gaining momentum in

North America

Tahini - 2004 Tahini - 2004

Search volume index

Source: Google trends

An ingredient that stars in cutting-edge chef restaurants menus.

Timna, NY Chosen as “the best new restaurant of 2015”

Inspires an endless variety of exciting dishes…

“One of my favorite Tahini applications is to mix it with yogurt and

honey and put it on granola. You get this sweet-sour-sesame-toasted

topping that tastes like you're doing something bad to yourself…”

“One of my favorite Tahini applications is to mix it with yogurt and

honey and put it on granola. You get this sweet-sour-sesame-toasted

topping that tastes like you're doing something bad to yourself…”

Brad Farmerie, executive chef behind many beloved New York spotssuch as Michelin-

starred “PUBLIC”

Rachel Dow, the executive chef of “The Betty” in Chicago

Sweeps the most trendyfood markets in the world

Seed + Mill,

Chelsea market

Tahini is the next kale…

In Israel,

Tahini is extremely versatile ingredient

that can be served as a healthy delicious side

dish on its own, or as a better-for-you

“Mediterranean Mayonnaise”.

And above all -

Tahini is the best part

of Hummus…

Hummus quality is determined by

theamount of tahini it contains.

Tahini replaces unhealthy fats,

such as Soybean oil

Tahini is also the “secret ingredient”

of the best “Hummus bars”*.

The percentage of Tahini in Hummus

bars range from 10% to 50%.

* Traditional restaurants

serve just or mainly

hummus dishes

The hummus category in Israel is

relatively stagnated, while raw

tahini is growing rapidly and

constantly.

•Perceived as fresher

•Self-preparation and

•influence on taste

•No preservatives

•or stabilizers

Hummus (In thousand tons) Raw tahini (In thousand tons)

Yet,Until quite recently most Americans

didn’t even know what hummus was…

And then came Sabra…Our Tahini comprises 30% of the Sabra hummus!

2.2

3.9

6.6

11.5

13.3

14.9

18.1

21.0

+1.7pts

+2.7pts

+4.9pts

+1.8pts

+1.6pts

+3.2pts

+2.9pts

2008 2009 2010 2011 2012 2013 2014 2015

And then came Sabra…Our Tahini comprises 30% of the Sabra hummus!

Sooo…

Why we truly believe Tahini is on the

verge of a major tipping point?

Tahini begins with

tiny ingredient…

100%Natural Sesame

Sesame is a hardy crop with nearly 3,000

commercial varieties from around the

world.

There are varieties of sesame seeds in

several different sizes, colors and

textures.

The most commonly used are of

a white-brown shade.

We all know

sesame, but not

for the right reasons…

Sesame is an erect annual herb having

simple or branching stems.

The growth period of sesame usually

ranges from 3–4 months, but flowering

begins as early as 30–40 days after sowing.

Sesame is grown mainly in China, India,

Sudan- Ethiopia, Central America,

and other tropical and subtropical

countries.

High

Nutrient

Density

Superfood

with exceptional

all-around source

for macronutrients

and micronutrients

Protein

"Good fats"

Calcium+ Iron

Zinc , Magnesium,

Potassium

Vitamin E

+ B group

vitamins

Phytoche-micals

Dietary fibers

Antioxidant

Dietary Guidelines for

Americans 2015-2020

Recommended of consuming

more protein and “good fats”

from seeds & nuts

(~42 gram ~ 2.5 tablespoon)

Shifting to nutrient-dense options

- Strategies to increase the

variety of protein foods

USDA recommendation

Example of cup - and ounce - equivalents

1 large egg =

1 ounce-equivalent

protein foods

2 tablespoons of

peanut butter =2 ounce-

equivalent protein foods

1 ounce portion

of almonds =2 ounce-

equivalentprotein foods

High nutrient-dense ingredient with 3 key Nutraceuticals

of calcium per

tablespoon132

milligrams

of calcium per

tablespoon

14 milligrams

132 milligrams

of iron per

tablespoon

of iron per

tablespoon

0.35 milligrams

1.1 milligrams

of protein

per 100 gr

of protein

per 100 gr

15 gr

21.4 gr

Calcium Iron Protein

Tahini is a source of plant based quality protein

Highly-digestibleFor hulled sesame seed, the average value

of in vitro protein digestibility was

* No evidence data for sesame PDCASS was

found in literature.

85.5%

* Tarek A El-Adawy. Nutritional and physicochemical evaluations of tahini (sesame butter) prepared

from heat-treated sesame seeds. . J Sci Food Agric. 2000; 80:2005-11.

Sesame contains ~ 55% of "good fats"

High in monounsaturated (MUFA~ 21.5%) such as

oleic acid and polyunsaturated fats (PUFA~25%)

such as linoleic acid, yet lower in saturated fats (< 9%).

Linoleic acid is extremely important

for every human being since it is

a building block for various essential

compounds such as prostaglandins.1

MUFA help to reduced risk of

coronary heart disease and reduce

high triglyceride levels, similar to

those found in olive oil. 2

1. USDA, HHS. Dietary Guidelines for Americans 2015-2020. 8th edition.

2. Kelly JH Jr, Sabate J. Nuts and coronary heart disease: an epidemiological perspective. Br J Nutr. 2006;96(2):S61-7.

~25%<9%

Micronutrients in TahiniNutrients in whole sesame tahini per 2 tablespoon ~ 30 gram

% Daily**Nutrient

Copper

Manganese

Tryptophan

Magnesium

Vitamin B1

Iron

Calcium

Phosphorus

Fiber

Zinc

Selenium

Vitamin B3

73.5%*

44.5%*

37.5%*

28%

28%

27%

26%

22.6%*

17.6%

14.5%

12%

11.5%

Although sesame may look small and innocent, the

art of transforming pure, raw sesame seeds into

healthy, delicious Tahini is a precise and delicate process

which can only be handled by skilled professionals….

We call them…

Sesameliers

Combining generations

of traditional experience,

with our exceptional

know-how, endless passion

and fully automated

advanced technology

Our specialists are the

top Tahini professionals

in the world.

Rushdi’s is the third largest buyer of sesame

in Ethiopia, where the finest sesame is grown

A state-of-the-art

15 acers factory

2.5 tons of sesame seeds

are roasted every hour

1200 bags of sesame

are opened daily

Rushdi breakthrough innovation

A patented processes for refining

and manufacturing sesame into a

delicious shelf stable, ready-to-use

range of condiments and spreads

Sesame has high nutrient density

Rushdie's whole

sesame Tahini

Rushdie's whole

sesame Tahini

Rushdie's whole

sesame Tahini

Energy (calories)

Carbohydrates (g)

Proteins (g)

Total fats (g)

Of which saturated

fats (g)

Trans fat (g)

Cholesterol (mg)

Sodium (mg)

Vitamins, minerals,

fiber, antioxidants

Ingredients

692

-

-

76.9

11.5

0

38.5

692

Soybean oil, water, whole egg

and egg yolk, vinegar, salt,sugar

, lemon juice, disodium EDTA,

natural flavour

617

3.6

21.4

55.1

8.7

0

0

28.5

100% whole sesame seed

430

5.9 (sugar 4.7)

1.32

44.5

7

0.182

26

1850

Soya Bean Oil, Vinegar,Sugar salt, less than

2% egg yolk, modified starch, phosphoric

acid, xanthan gum, garlic, polysorbate, spices

, artificial color, natural flavor, sorbic acid,

calcium disodium EDTA

1. Mighty Sesame Co.

Our Hero…You got it right, its a Sesame Seed

NON-GMO

SUPERFOOD

ORGANIC

SUSTAINABLE

MIGHTY FACT:

David was able to

fell the giant

Goliath with his

slingshot.

Our consumer,

The Bold Influential Experimenter MIGHTY FACT:

David was able to

fell the giant

Goliath with his

slingshot.

1. RISK TAKER with a positive view of the world

2. INFLUENTIAL in their friends group

3. ENJOY entertaining and making their home

welcoming to people

4. ACTIVE and keep track of what they eat/how

much they exercise

5. INVOLVED shoppers who value knowledgeable

employees and research/plan their trips

6. STRIVE for balance between clean eating

and indulgence

Source: Simmons 2015

An Insipiration!

And, it’s school SAFE

& kid FRIENDLY!IT’S NOT A NUT

Our consumer,

The Bold Influential ExperimenterMIGHTY FACT:

Luke Skywalker in his

single person X Wing Star

Fighter was able to

blow up the planet

sized Death

Star!

IT’S NOT A NUT Sauces Butters Snacks

Flavor/Health

FLAVOR/TASTE HEALTHMessaging

Prioritization

BURST OF FLAVOR AND

CULINARY CREATIVITY

MIGHTY TASTY

SCHOOL SAFE

PROTEIN

MIGHTY POWERFUL

HEALTHY TREAT

Key Functional

“Anything sauce”

Shelf-stable Ready to use

Range of flavors

Bars

Halva

Dip and Go Sticks

Portable Packets

Butter Cups

Benefit

SKUs/Formats

Seed Butters

Squeezable Tubes

Portable Packets/Tubs

Portable Tubs

Created with some of the finest

tastemakers in the U.S.

Food blogger/food

trend expert

Executive chefs

Sous Chefs

Tahini Sauce

Whole Seed Tahini

Tahini Butter

as seed and nuts are expected to replace kale an

Greek yogurt as the top super foods of 2015

Clearly Sesame/Tahini is not a fading trend…

Interest over time, 2004-present

Tahini

Acai

Rushdi Foods3

Just like Tahini, Rushdi’s beginning

was very humble…

What began in 1984 as a successful JV

with Unilever, matured into

a leading independent company

fully owned by the Bashir family.

Today, Rushdi is one of Israel’s

largest Tahini and Halva manufacturers,

supplying retail chains and Institutional

customers all over the world.

However, When it comes to risk

management Rushdi is not

a dreaming startup!

It's a full scale, constantly growing,

living business, that's fulfilling its'

ambitious dreams time & again

for more than 30 years...

Savory

•Simply Raw Tahini samples

•Tahini Dips, served with Crudité:

•Green Pesto

•Orange Bell Pepper

•Beets and Date-Honey

•Roasted Sweet Potato, Tahini and

Thyme on Baguette Bites

•Tahini coated chicken breast with

Turmeric tahini, spinach and cilantro

micro-greens

Sweet

•Tahini and Honey Dipped Fresh

Strawberries

•Tahini cupcake

•Truffle selection:

•Coca; Lime; Spice

•Tahini, Yogurt and Coconut milk

Smoothie

Tahini provides a unique culinary experience

that ignites the "foodie" imagination

Thank you