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Article | June 7, 2010
Sushi gets a boost in shelf life
Sushi Brama, Israel, has successfully penetrated the Israeli retail market with fresh sushi thanks to utilizing SLB™ Technology (Shelf Life Booster) via the Athena.
The Athena is an advanced packaging system developed by Israel’s Hefestus and manufactured in North America by ARPAC-Hefestus USA LLC.
Sushi is a traditional Japanese food that fuses culinary aesthetics with well-balanced, nourishing, and colorful ingredients. Manufactures are under constant pressure to keep this highly perishable food fresh and tasty. With the Athena, Sushi Brama has succeeded in doubling sushi shelf life to 4-5 days, while significantly decreasing the number of returns. All ingredients in Sushi Brama products are natural, fresh, and hand-picked.
"This is the first time fresh sushi is being sold on supermarket shelves in Israel," notes Shimon Lebowitz, CEO of Sushi Brama. "Its delicate taste and texture provide a true challenge to every sushi producer who wants to market fresh sushi in supermarkets. We faced enormous barriers in vending our products in supermarkets due to the typically short shelf life of fresh sushi. Using the SLB™ Technology of Hefestus' advanced packaging machine paved the way to provide consumers the pleasure of eating fresh sushi at home, anytime and at lower cost compared to restaurants. We anticipate a major growth in sales during 2010.”
"We are extremely excited to bring this solution to North America," says Greg Levy, President of ARPAC-Hefestus. "Sushi is a high value product that is growing in popularity. The ability to bring a sustainable, effective packaging solution to the marketplace, will ensure the consumer a fresher, high quality product while at the same time ensure better sales and profitability for producers with less spoilage and waste."
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