Shuk HaIr Co-Owner Exposes 50% Importer Markups, Announces Major Expansion
Shuk HaIr co-owner Ilan Sheva reveals price gaps of up to 50% by food importers, driving the supermarket chain's direct import strategy and expansion to 40 branches nationwide.
Ilan Sheva, co-owner of the Bikurey Sadeh group and the Shuk HaIr supermarket chain, has accused local food importers of maintaining excessive profit margins, citing price gaps of up to 50% between foreign manufacturers and domestic suppliers. Speaking to the press, Sheva revealed that independent importing exposed staggering markups that remain in the pockets of local distributors, allowing Shuk HaIr to significantly lower consumer prices through direct sourcing.
As part of a broader strategic shift led by owners Ilan and Shashi Sheva, Shuk HaIr has begun importing key food staples—including oil, rice, sugar, tuna, and canned goods—directly from overseas suppliers under the Bikurey Sadeh brand. In addition to food products, the chain has expanded into non-food private labels with the launch of 'Sis 7', a new line of cleaning products and toiletries.
The brothers, who recently took over daily management and commercial policy, plan to expand the chain's footprint from its current 16 branches to 40 nationwide. Two new locations are already in the pipeline: a 1,000-square-meter branch in western Rishon LeZion taking over the former Super Bareket site, and a 1,700-square-meter store scheduled to open in the first quarter of 2027 within the Azrieli Modi'in mall expansion.
This leadership transition follows a shareholder-approved transaction in late September, in which Bikurey Sadeh acquired the remaining 10% stake held by outgoing CEO Rafi Steinberg for 17.2 million NIS, valuing the chain at 172 million NIS. The related-party transaction required approval from institutional bodies and the Israel Securities Authority following public shareholder voting.
Financial disclosures indicate that Shuk HaIr's food sales totaled 340 million NIS during the first half of the year, generating an operating profit of 2.5 million NIS.
