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.