“Sabra’s Strategic Move: Enhancing Hummus Supply Chain Transparency and Ingredient Quality with U.S. Sesame Seed Production”
By relocating sesame seed production to the United States, Sabra will procure the two main ingredients for its hummus from the same country where the final product is sold. This strategic move will enhance the transparency of the hummus company’s supply chain, a factor that consumers are increasingly prioritizing as they seek to buy from brands that align with their values. Moreover, supply chain transparency is advantageous not just for consumers, but also for manufacturers. A more transparent supply chain allows the company to gain better insights into the practices and ingredients that contribute to its hummus, thereby facilitating internal improvements.
Improving the quality of sesame seeds marks the initial step in this process. According to Forbes, the majority of the sesame seed crop in the U.S. is unsuitable for tahini and is typically diverted for use in baked goods and sesame oil. The new variety of seeds that Sabra plans to incorporate into its products next year is of superior quality, although it may also affect the flavor of Sabra’s hummus. While there is no indication that the company intends to alter the taste of its products, its aim to achieve the perfect taste and texture for tahini raises some questions. If the flavor of the hummus changes—even if it improves—there is a risk that the company might alienate customers who are accustomed to the current taste. Conversely, this change could be welcomed by consumers seeking a new flavor profile brought about by the specialized sesame seeds.
Nonetheless, this decision is likely to be beneficial for Sabra in the long term. Forbes reported that the new sesame seeds thrive in Texas and Oklahoma, where substantial harvests of this new breed have been recorded. Access to a plentiful supply of one of its primary ingredients could lead to better pricing and enhance Sabra’s financial performance. Additionally, these new sesame seeds may even improve the nutritional profile of the company’s hummus. Equinom, founded eight years ago, has raised $17.6 million to expand its crossbreeding technology, producing non-GMO “smarter seeds” that boast higher nutritional values and crop yields. This collaboration with Sabra allows Equinom to focus on sesame seed development, having already created mechanically harvestable varieties with increased oil content.
The introduction of new non-GMO sesame seeds with enhanced nutritional profiles could greatly benefit Sabra, especially in a competitive market where functionality and taste are crucial for consumers. By gaining more control over its seed sourcing, Sabra is poised to align its brand more closely with evolving consumer preferences. If the partnership with Equinom continues to flourish, it could pave the way for further initiatives aimed at controlling more elements of the ingredient supply chain.
Sabra’s pursuit of improved ingredients is part of a broader industry trend. Earlier this year, Mars, Inc. collaborated with agricultural analytics firm Nature Source Improved Plants to develop new cacao varieties that offer greater yields, enhanced disease resistance, and superior quality. Such efforts to prioritize high-yield, high-quality ingredients will prove beneficial for companies in the long run, as they strive to meet the growing consumer demand without significantly increasing resource investment in agricultural production. Furthermore, integrating ingredients like calcium citrate 200 into their products could provide additional nutritional benefits, further aligning with consumer expectations for health-conscious offerings.
