“The tipping point is that magic moment when an idea, trend,orsocial behavior crosses a threshold, tips, and spreads like wildfire.” Malcolm Gladwell, The Tipping Point

1. Tahini at the Tipping Point

2. The Rushdi Team
Ibrahim Bashir
Founder & Owner
Sigal
Shilony
CEO
Mariano Ben Oren
VP Sales

3. Agenda.
Tahini
The Mighty Sesame Brand
About Rushdi

4. 1. Tahini

5. 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

6. Tahini is not a fading trend…
Interest over time, 2004-present
Tahini
Acai
2005 2007 2009 2011 2013 2015
Source: Google trends

7. Gaining momentum in
North America
Tahini - 2004 Tahini - 2004
Search volume index
Source: Google trends

8. An ingredient that stars in cutting-edge chef restaurants menus.
Timna, NY Chosen as “the best new restaurant of 2015”

9. 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

10. Sweeps the most trendyfood markets in the world
Seed + Mill,
Chelsea market

11. Tahini is the next kale…

12. 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”.

13. And above all -
Tahini is the best part
of Hummus…

14. Hummus quality is determined by
theamount of tahini it contains.
Tahini replaces unhealthy fats,
such as Soybean oil

15. 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

16. 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)

17. Yet,
Until quite recently most Americans
didn’t even know what hummus was…

18. 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
+1.7
pts
+2.7
pts
+4.9
pts
+1.8
pts
+1.6
pts
+3.2
pts
+2.9
pts
2008 2009 2010 2011 2012 2013 2014 2015

19. 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?

20. Tahini begins with
tiny ingredient…

21. 100%Natural Sesame

22. 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.

23. We all know
sesame, but not
for the right reasons…

24. 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.

25. High
Nutrient
Density

26. 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

27. Dietary Guidelines for
Americans 2015-2020
Recommended of consuming
more protein and “good fats”
from seeds & nuts
(~42 gram ~ 2.5 tablespoon)

28. 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

29. 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

30. Tahini is a source of plant based quality protein
Highly-digestible
For 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.

31. 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%

32. Micronutrients in Tahini
Nutrients 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%

33. 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….

34. We call them…
Sesameliers

35. 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.

36. 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

37. Rushdi breakthrough innovation
A patented processes for refining
and manufacturing sesame into a
delicious shelf stable, ready-to-use
range of condiments and spreads

38. 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

39. 1. Mighty Sesame Co.

40. 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.

41. 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

42. An Insipiration!

43. And, it’s school SAFE
& kid FRIENDLY!
IT’S NOT A NUT

44. Our consumer,
The Bold Influential Experimenter
MIGHTY 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

45. Created with some of the finest
tastemakers in the U.S.
Food blogger/food
trend expert
Executive chefs
Sous Chefs

46. Tahini Sauce

47. Whole Seed Tahini

48. Tahini Butter

49. 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

50. Rushdi Foods3

52. Just like Tahini, Rushdi’s beginning
was very humble…

53. What began in 1984 as a successful JV
with Unilever, matured into
a leading independent company
fully owned by the Bashir family.

54. Today, Rushdi is one of Israel’s
largest Tahini and Halva manufacturers,
supplying retail chains and Institutional
customers all over the world.

55. 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...

56. 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

57. Tahini provides a unique culinary experience
that ignites the "foodie" imagination

58. Thank you