Elite made the courageous decision to manufacture instant coffee in Israel, at a time when austerity still left its mark on the Israeli mentality and instant coffee was considered a prestige beverage. In May 1958 the Safed coffee factory was inaugurated. Success was immediate. Consumers attributed not only taste and aroma to the new beverage, but an international lifestyle and ambience as well. Thanks to its affordable price, Elite Instant Coffee quickly became a familiar and favorite product in every household in the country.

In a public opinion survey, Elite was chosen as the leading coffee company in Israel. On the basis of the survey, the slogan that was to accompany Elite for many years, “The people vote Elite Coffee”, was created.

Following the sweeping success of Elite Instant Coffee, Elite acquired Café Co in Lod, which had tried to generate competition against Elite’s instant coffee without much success. Elite changed its designation from instant coffee to roasted coffee. Among other things, the newly acquired plant manufactured Zip powdered juice drink, Chocolite and Chocopele. Today, it is considered the leading production facility in Israel for the production of various types of roast and ground (R&G) coffee.
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