Dean Roasting and Marketing

Dean Roasting and Marketing Ltd. (Hebrew: דין שיווק וקליה בע"מ) is an Israeli company that markets and distributes nuts, seeds, dried fruits, spices and sauces. It was founded in February 1997 by Shimon Sasson and has been managed since 2000 by his son-in-law Yigal Alal. The company is best known for operating in-store stands in Israeli supermarkets under the brand Sasson Shuk, as well as for packaged products sold under brands including Sasson HaKola and Shakediya. It also produces private-label nuts and dried fruits for the Rami Levy supermarket chain and sells spices and sauces under the Aharoni brand, named after chef Israel Aharoni. In 2005 the company acquired Shakediya Geva Industries from Remedia, a business originally established by Kibbutz Geva that also dealt in nuts and dried fruits. In 2011 the company moved its offices and its factory from Kibbutz Geva to the Modi'in Industrial Park. In January 2020 it acquired the pickle factory Beit HaShita Industries from Osem Investments for approximately 55 million shekels. In August 2020 Fimi Fund acquired 50% of Dean Roasting and Marketing. In May 2026 the company acquired 50.01% of Salatei Shamir, a chilled salad manufacturer, and later that month acquired 51% of E. Adama, a company engaged in growing and marketing herbs, packaged vegetables and spices. As of May 2021 the company operated about 160 sales stands under the Sasson Shuk brand in supermarkets of the Shufersal (about 120 stands), Yochananof, Victory, Osher Ad and Machsanei HaShuk chains. At these stands nuts, dried fruits and candies are sold in bulk, and the company pays the supermarket chain a commission based on a percentage of its revenues. Packaged products are also sold on supermarket shelves under the Sasson HaKola and Shakediya brands. The Shakediya website presents gift packages and baskets, including products such as the Vered package, Jasmine basket, Dagan basket, Alon package, Rimon window suitcase, Savyon pampering box, Clover sweet heart box, Narcissus deluxe box, Arava package, Rotem package, Tamar package and Shakediya package. The site also states that Shakediya's story began in 1982 in Kibbutz Geva in the Jezreel Valley, and that the family company later introduced the "Balance Shakediya" brand of foods for a healthy and balanced lifestyle. The company has also faced legal scrutiny: in May 2015 the Tel Aviv Labor Court ordered it to pay compensation for harming its employees' efforts to organize under the Histadrut labor federation, awarding 55,000 shekels to the Histadrut, 35,000 shekels to the chairman of the workers' action committee, and 5,000 shekels each to two additional employees who took part in organizing and were dismissed.

Dean Roasting and Marketing Ltd. was founded in February 1997 by Shimon Sasson. Since 2000 it has been managed by Yigal Alal, Sasson's son-in-law. The company became known for its brands Sasson HaKola and Sasson Shuk, and in the past also used the brand "HaKola MeBaghdad" (The Kola from Baghdad). In 2005 the company acquired Shakediya Geva Industries from Remedia; Shakediya Geva had been established by Kibbutz Geva and was also active in marketing nuts and dried fruits. In 2011 the company moved its offices and the factory that had been located at Kibbutz Geva to the Modi'in Industrial Park. In January 2020 the company acquired the pickle factory Beit HaShita Industries from Osem Investments for approximately 55 million shekels. In August 2020 Fimi Fund acquired 50% of Dean Roasting and Marketing. In May 2026 the company acquired 50.01% of Salatei Shamir, which produces chilled salads, and later that month acquired 51% of E. Adama, which grows and markets herbs, packaged vegetables and spices. As of May 2021 the company operated about 160 sales stands under the Sasson Shuk brand in supermarkets of the Shufersal (about 120 stands), Yochananof, Victory, Osher Ad and Machsanei HaShuk chains. At these stands nuts, dried fruits and candies are sold in bulk, and the company pays the supermarket chain a commission at a certain rate of its revenues. Packaged products are also sold on supermarket shelves under the Sasson HaKola and Shakediya brands. The company also produces the private label for nuts and dried fruits of the Rami Levy Shikma Marketing chain. It sells spices and sauces under the Aharoni brand, named after chef Israel Aharoni. The Shakediya website states that the Shakediya story began in 1982 in Kibbutz Geva in the Jezreel Valley, and that the family company later introduced the "Balance Shakediya" brand of foods for a healthy and balanced lifestyle. In May 2015 the Tel Aviv Labor Court ordered the company to pay compensation for harming its employees' organizing efforts under the Histadrut: 55,000 shekels to the Histadrut, 35,000 shekels to the chairman of the workers' action committee, and 5,000 shekels each to two additional employees who took part in organizing and were dismissed.

• Company founded by Shimon Sasson.

• Yigal Alal, son-in-law of Shimon Sasson, begins managing the company.

• Acquired Shakediya Geva Industries from Remedia.

• Moved offices and factory from Kibbutz Geva to Modi'in Industrial Park.

• Tel Aviv Labor Court ordered compensation for harming employees' organizing efforts.

• Acquired Beit HaShita Industries from Osem Investments for about 55 million shekels.

• Fimi Fund acquired 50% of the company.

• Operated about 160 sales stands under the Sasson Shuk brand in Israeli supermarket chains.

• Acquired 50.01% of Salatei Shamir and 51% of E. Adama.

Value-oriented Israeli snack and pantry brand sold through supermarket stands and packaged retail products, with a family-company heritage and a growing portfolio of food manufacturing acquisitions.

• Sasson Shuk in-store stands

  Bulk sales stands in supermarkets selling nuts, dried fruits and candies.

• Sasson HaKola packaged products

  Packaged nuts and seeds sold on supermarket shelves.

• Shakediya gift packages and baskets

  Gift packages and baskets such as Vered, Jasmine, Dagan, Alon, Rimon, Savyon, Clover, Narcissus, Arava, Rotem, Tamar and Shakediya.

• Aharoni spices and sauces

  Spices and sauces sold under the Aharoni brand, named after chef Israel Aharoni.

• Beit HaShita pickles

  Pickle products from the Beit HaShita Industries factory acquired in 2020.

• Balance Shakediya

  Brand of foods for a healthy and balanced lifestyle.

1. 1חבילות שי ומארזים בסיטונאות ואונליין | שקדיהshkedia.co.il
2. 2Dean Roasting and Makreting - Wikidatawikidata.org
3. 3דין שיווק וקליה - Wikipediahe.wikipedia.org