DUN'S 100 - 2016

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Service & Trade
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2016 | DUN’S 100 DUN’S 100 | 2015
DUN’S 100 | 2016 2016 | DUN’S 100
Wholesale Consumer Products 7 115 Trade Companies
RANK
Guri A.A.O. Ltd.
Guri A.A.O. Ltd. is one of Israel’s leading
marketing and distribution companies.
Founded in 1972, the company imports,
markets, sells and distributes a wide range of Is-
raeli and international brands produced by leading
companies in Israel, Europe and North America.
The company sees itself as a strategic partner of
all the manufacturers it works with, and its vision
focuses on leading the Israeli market through a
powerful sales force and efficient logistics.
Company Vision
The company’s vision is focused on leading the
Israeli market by operating a powerful sales force
and efficient logistics. Guri strives to establish
long-term relations with local and international
companies, and sees itself as a strategic partner of
manufacturers. The company strives for consistent
growth, while improving and increasing its market
share in its brands.
Values
The company continuallymaintains the values that
it strives for and that rest on loyalty andmotivation
and is expressed in all three areas of its work: with
manufacturers, employees and customers. These
company values are consistently applied over the
years and result in the good long-term relations
maintained by the company with customers, pro-
ducers and many years’ service from employees.
Leading Brands in the Israeli and Int’l Market
Guri distributes leading brands in Israel as well as
major international brands including the distribu-
tion of Henkel, GlaxoSmithKline, Reynolds, Mapa
Spontex, Zobele and Clorox. Domestic brands in-
clude Olivia, Harduf, Hamtzuzim and Style. Close
cooperation between Guri andmanufacturers with
which it works results in productive synergy, al-
lowing the manufacturers to concentrate on the
manufacturing of the product, while Guri focuses
on sales, distribution and operational aspects of
the highest standards.
Private Label Brand
The company has a private brand called Smart
Choice that leads with the message of value for
money. The brand began sales in 2012 and has
developed and grown while developing new prod-
ucts and expanding distribution to new customers.
The Smart Choice brand captures the spirit of the
times and allows Israeli consumers to buy quality
products at competitive prices. In addition, the
company helps its retailer clients to manufacture
products for their personal brands. Through Guri’s
many business connections, the company also
finds out the retailers’ needs and creates business
tieswith its different suppliers, thus also promoting
its suppliers business.
Customers
The company markets to Israel’s leading retailers
and reaches more than 1,500 points-of-sale in-
cluding leading food chains, Shufersal and Mega,
pharmacy chains Super-Pharm and New-Pharm
and leading private retail chains such as Rami Levy,
Hetzi Hinam, Bittan and others.
Guri enjoys prosperous cooperation and trade con-
nections with the retailers that it works with and
has grownwith. This strategy has led to Guri achiev-
ing an overall weighted distribution of 92%.
Powerful Sales Network
In order to provide a response to changing market
challenges, Guri has undergone a comprehen-
sive change in its network. The most important
means used by the company include building a
broad based and powerful distribution network
that is required to bring products directly to the
point-of-sale and find sale from the most optimal
position.
Future Growth
Guri’s dedicated sales organization, supported
by sales and management headquarters, has cre-
ated a national distribution network with reduced
overheads. The company’s direct marketing poli-
cies and commitment to the products it supplies
prevents the conflicts of interest typical of major
manufacturers and wholesalers dealing with a
broad range of brands for each product. This en-
ables the continued annual growth of the company
and its suppliers. In 2016, the company made the
strategic decision to increase its presence in the
Health Products Market, and so in addition to the
company’s existing organic products, such as Har-
duf and Green field, Guri also introduces a line of
gluten free products under the brand name GFREE.
Guri also began marketing the Barel and Adama
Organic brand, which are considered key players
in this field.
Logistics
Guri distributes its products through an advanced
warehouse and storage space, and distribution
capabilities of dried products, non-food & food at
different temperatures, room temperature, 18c &
frozen products. Guri makes use of advanced IT to
enable contact and tracking of customer’s orders
and tracking consignments. The company has all
the required approvals to import, market, and store
food products and toiletries.
Esta b l i s h e d
1972
L i n e o f B u s i n ess
Import, Marketing and
Distribution
L e a d i n g e x ecu t i v es
Itzik Cohen VP CFO
Dudu Elimelech VP Sales & Trade
1A Moshe Sharett,
New West Induastrial Zone, Rishon Lezion
Tel: 972-3-7708970
Fax: 972-3-7708900
Amos Guri
Co-CEO
Oded Guri
Co-CEO