Photo: Sivan Farag
'Formed an immediate bond,' Strauss
Photo: Sivan Farag
Tami4 Water Cooler

Strauss to sell water filters to China

Israeli water filter producer signs partnership agreement with Chinese electronic giant; companies to invest $10 million each during first stage of project

Penetrating the Chinese market: Strauss Water Group has signed a partnership agreement with the Chinese Haier Electronics Group to produce and market home water filters.


According to the agreement, Haier will start to produce the appliances and market them in China as of next year.


The new water filters will be produced based on the Maze water purifying technology, developed in Israel by scientists from Hebrew University and the Weizmann Institute.


The advanced water purifying system will be produced at the Tami4 Water Coolers plant in Kibbutz Netiv Ha Lamed Hei, while the appliances will be manufactured in China.


Strauss and its Chinese partner will invest $10 million each during the first phase of the project.


"This is a long-term partnership that very few companies around the world know how to create," saidStrauss Group Chairwoman Ofra Strauss. "We are sharing our knowledge in the field of water with the world."


'Not easier dealing with women'

In an interview with Yedioth Ahronoth, Strauss spoke about the partnership between two of the most influential women in the business world – Indra Nooyi, the CEO of PepsiCo America, and Yang Mian Mian, Chairman of Haier Group.


"I don't think it's easier for women to deal with other women," she said, "The fact that there are more and more women in the business world makes life easier for everyone, and allows more women to join the field.


"When I meet Yang and Indra, there is something special about these gatherings. I don't know if it is because they are women, or because they manage companies of such magnitude," she said. 


Strauss explained how the initial contact was made between Strauss and Haier: "I met (Yang) during a visit to China last July, after hearing much about her as one of the 50 most influential women representing the new generation of female managers in China.


"There is an air of openness about her, which you do not expect to encounter in the Chinese business world," she said.


Despite having to use translators in order to communicate, Strauss said the two "immediately bonded, and formed a connection that allowed us to speak about everything, including our families."


Haier Electronics Group is the largest manufacturer of electric appliances in China. In addition, the concern operates 5,000 retail stores and some 15,000 service stations across the country.


Strauss Group entered the water industry four years ago, with the Maze project, which was still at its initial stages. About a year ago, Strauss purchased Tami4 Water Coolers.


"Our mission is to take everything we develop here abroad," said Rami Ronen, chief executive officer of Strauss Water. "Today, Strauss' turnover abroad has reached half of its domestic turnover."



פרסום ראשון: 10.23.10, 08:00
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