The Slippery Slope of the Sabra Brand

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Zoe’s article, A Culture of Chocolate showcased a thoughtful, personal contemplation of their cultural identity and its relationship to the world food system. Zoe’s expression of guilt from eating a piece of Ghirardelli chocolate resonated with my own culpability in purchasing a highly controversial food product: Sabra hummus. Being Palestinian, I feel a deep responsibility to advocate for Palestinian justice and rights campaigns, yet little did I know that the hummus I ate was financially supporting a Israeli military infantry accountable for the killing of well over 1,000 Palestinians. 

A line of hummus products from the Sabra Brand.         Image belongs to: https://sabra.com/content/new-sabra-logo.html

Not only is the Sabra Hummus company supporting a cruel military brigade, but also half of its company is owned by PepsiCo. Being a global food giant, PepsiCo has garnered plenty of undesired attention for its human rights violations regarding the unemployment of 162 PepsiCo workers in a West Bengal warehouse, attributable to the workers attempting to join a union. With this newfound knowledge relative to the unethical standards the Sabra brand follows, I have become self-critical and a guilty consumer similar to Zoe’s feelings concerning the chocolate she ate. Looking beyond immoral company standards, it’s also crucial to view the already vulnerable position the Middle East finds itself in relation to food production on account of their scarce water supply, limited access to arable land, and fluctuations in international commodity markets as a consequence of their high dependence on imported grains and other food items.

The non-arable farm land covering the majority of the Middle Eastern region.  Image belongs to: https://www.weforum.org/agenda/2019/04/middle-east-front-lines-climate-change-mena/

In 2016 it was reported that the Sabra brand generated an estimate of $800 million and was projected to become a  one billion dollar brand. This US based company producing a Middle Eastern staple condiment is going to reap the extravagant rewards, meanwhile Middle Easterners continue to live in a society plunging within the depths of food insecurity. As an Arab American, I feel alarmed.

556 thoughts on “The Slippery Slope of the Sabra Brand”

  2. Most of the time I don’t make comments on websites, but I’d like to say that this article really forced me to do so. Really nice post! VR

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  16. Zoe’s poignant exploration of cultural identity through food resonated deeply with me. Like her guilt over Ghirardelli chocolate, my consumption of Sabra hummus now evokes similar feelings of responsibility. Discovering its ties to controversial military actions and corporate giants like PepsiCo has made me a more conscientious consumer. It’s crucial to highlight these ethical dilemmas, especially in the context of food insecurity in the Middle East. Zoe’s article prompts us to reconsider the impact of our food choices, urging us towards more ethical consumption

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  19. This is a thought-provoking analysis of the Sabra brand. I appreciate how you delved into the complexities and controversies surrounding the company. It’s crucial to consider these aspects when making consumer choices. Thank you for shedding light on this important issue!

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  40. Sabra, once a leading name in the hummus market, faces a challenging journey due to recent health and safety issues. This downfall emphasizes the importance of maintaining product quality and consumer trust. For students seeking insights into brand management and crisis response, this case offers valuable lessons. Need help analyzing such cases? Our international marketing assignment help service is here to assist you in understanding the complexities of global branding and strategic management.

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  41. It’s disheartening to realize the implications of consuming products like Sabra hummus, which unwittingly supports entities with questionable ethical standards. Zoe’s introspection on cultural identity resonates deeply, highlighting our responsibility as consumers to be mindful of the broader impacts of our choices. The association of Sabra with entities linked to human rights concerns is troubling, urging us to reconsider our consumption habits. Beyond personal guilt, it underscores the need for conscientious consumerism, especially in supporting sustainable and ethically sound alternatives that respect human dignity and justice.

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