About a year ago, “Gilro” purchased Dutch Cake Decoration Producer CakeArt in an Estimated One Million Euro Deal • The New Factory Will Enable Gilro to Establish International Production and Marketing with a Focus on the Cake Decoration Field.
“Gilro” is expanding its activity abroad and is inaugurating a new plant in The Netherlands for the manufacture of edible cake sheets and cake decorations. At the new factory, the company will produce and market edible prints for cakes, as well as a wide variety of cake decoration products under the CakArt brand. The factory, located in the port town of Harlingen, will fill orders also via an online order center for the Netherlands and Europe. With the new factory, which was purchased approximately a year ago for circa. one million Euros, Gilro will establish an international manufacturing and marketing base for its growing activity in cake decoration. With this step, Gilro joins other Israeli companies that have chosen to establish a base in The Netherlands, such as Israel Chemicals (ICL), Electra and Strauss.
In the field of cake decoration, Gilro is considered a world leader. The company markets sugar dough, edible cake decoration sheets, edible ink and a variety of supplementary products and sugar decoration, including prints of world brands of which Gilro has purchased using rights. Products in this category are mainly sold abroad, about 10% is sold to the Israeli confectioner market. Avi Gelbard, owner and Managing Director of “Gilro”, explains that the aim of opening the factory in The Netherlands is to create a European activity center for Gilro, equivalent to the one in Israel. “Today, over 40% of Gilro’s factory’s produce is intended for export, and the activity in The Netherlands under the CakeArt brand consists of a logistical capacity step up, in order to be able to reach any place in the world.” According to Gelbard, an operational and sales team of Gilro has completed a relocation process to The Netherlands, and in the near future all of the company’s products will be available for distribution at the new logistics center, which is, as mentioned, in an important and central European crossroads.
In an official ceremony held in Harlingen City Hall, the mayor, as well as representatives of the city’s food agencies, promised to cooperate with and support Gilro’s endeavors. “The Dutch people’s willingness to embrace Israeli commercial entrepreneurship is not merely symbolic”, says Avi Gelbard. “The cooperation is evident on every operational level, as well as in tax relief which encourages entrepreneurs to invest their money and create business stimulus for the locals. It feels as if the red carpet that was laid for us continues to be laid in every office and every authority with which we have contact in The Netherlands.”
Gilro is the leading ice cream cones, wafers, and edible cake and dessert prints manufacturer in Israel. The company was founded in 1950 and is privately owned by the Gelbard family. The company’s factory is located in the Beit Shemesh industrial zone and has 250 employees. Gilro manufactures ice cream cones and wafers for dozens of brands including Nestlé Ice Cream, McDonalds, Ossem, Unilever, Ben & Jerry’s, Feldman, Vered Hagalil and more. The company markets its products under the Alma brand, including gluten-free, sugar-free and organic products.