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Published on .

Headquarters: Beit Dagan (south of Tel Aviv).

Leadership: Mena Davidson, general manager; Danny Kritchman, chairman; Tsiporet Eisenberg, head of advertising and promotion.

1995 revenues: $445 million; $365 million of that earned from exports.

1996 international ad budget: $4.3 million, up 38.7% over '95.

Ad agencies: Admon Ha'hadash, Tel Aviv, and other agencies around the world including BDDP Worldwide subsidiary Jump, Paris; McCann-Erickson Italiana, Milan; Scan-Ad Gruppen, Aarhus, Denmark.

Challenges: Increase exports to 1970s levels; raise domestic consumption among occasional or non-consumers.

Recent success: Exports are up to 400,000 tons, making citrus fruit Israel's top agricultural export. Israel now has 20% to 40% of the European citrus market.

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