pareo - ארומה במדבר בע

What pareo - ארומה במדבר בע does

Pareo - Aroma in the Desert Ltd. (ארומה במדבר בע״מ) is a private Israeli distribution and marketing company headquartered in the Eilat industrial zone that has operated continuously since 1989. The company serves as the exclusive regional distributor for a portfolio of major international CPG brands — including Ferrero, Mars/Wrigley, Unilever, Ben & Jerry's, Diplomat, Shastovitz, Layman Schliesler, Teperberg, Lavazza, and P&G — across the Eilat, Arava, and Dead Sea corridor of southern Israel, reaching approximately 300 sales points in the hospitality, food service, and catering markets with a 24-hour supply chain response commitment.

The company's product and service portfolio spans two pillars: (1) physical distribution of branded consumer goods (coffee products, confectionery, ice cream, wines, hygiene products, sea/beach products, and branded foods such as Barilla, Heinz, and Pillsbury), and (2) vending machine operations including sale, rental, and placement of coffee, cold beverage, hot beverage, snack, ice cream, slush, and ATM machines, supported by an in-house technical laboratory offering 72-hour fault response, spare parts, training, and phone support. The company also operates a private-label sub-brand, PAREO Ice, producing shaved ice concentrates, iced coffee powders, and fruit-based preparation powders from natural fruits.

Pareo employs 24 staff across sales and logistics functions and operates under a family-oriented culture with a long-tenured regional focus. The business model combines transaction-fee product distribution, hardware sales/rentals for vending equipment, managed supply chain services, and recurring ATM placement fees. The company has no disclosed funding history, no parent company, no subsidiaries, and operates exclusively within the Israeli domestic market.

Name

pareo - ארומה במדבר בע

Legal name

ארומה במדבר בע״מ

Website

https://pareo.co.il

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Pareo is a regional Israeli CPG distributor and vending operator headquartered in Eilat, serving approximately 300 hospitality, food service, and catering points across southern Israel as exclusive distributor for brands including Ferrero, Unilever, Mars, and Ben & Jerry's.

Ownership category

akta.pro rank

Product category

Consumer Goods Distribution and Vending Services

NAICS

Vending Machine Operators (445132)

SIC

Wholesale-Groceries, General Line (5141), Beverages (2080), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Bar & Beverage Service Supplies Wholesale (AFAIALAG)

akta.pro secondary industry

Beverage Logistics, Warehousing & Cold-Chain Distribution (AFAIAGAM)

Keywords

• B2B consumer goods distribution
• Vending machine operations
• Hospitality supply services
• Food service distribution
• Automatic retail machines

Headquarters

HQ city

Eilat

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Product Distribution: Distribution and marketing of quality food and consumer products from major international brands to retail points across the Eilat region and Arava valley down to Dead Sea.
2. Vending Machine Sales and Rental: Sale and rental of coffee machines, slush machines, juice machines, and ice cream machines for institutional and private markets. Also operates ATMs and automatic vending machines for food and beverage sales.
3. Supply Chain Management Services: Comprehensive supply chain management and solution services ensuring brand availability and rapid distribution response within 24 hours.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

PAREO distributes and markets branded consumer products (coffee, confectionery, packaged food, ice cream, wines, hygiene, and sea products) from major international brands across the Eilat, Arava, and Dead Sea region through about 300 sales points. The company also sells and rents automatic vending machines (cold/hot beverages, snacks, ice cream, ATMs), operates ATMs in Eilat, and provides technical laboratory and maintenance services for these machines with a 72-hour fault response guarantee. A 24-hour supply chain response time is committed to hospitality and food service customers.

Product overview

PAREO (Aroma in the Desert) is a distribution and marketing company operating in the Eilat region for over 35 years. The company offers a portfolio of consumer products and services organized into two main categories: (1) Product Distribution - coffee products, confectionery/snacks, automatic vending machines (cold/hot beverages, snacks, ice cream, ATMs), shaved ice/ice products, Ben & Jerry's ice cream, Teperberg wines, sea/beach products, and hygiene/cleaning products; (2) Services - distribution logistics (serving 300+ points of sale in hospitality and food service) and laboratory/technical services for machine maintenance. The product portfolio includes both distributed international brands (Ferrero, Mars, Wrigley, Unilever, Ben & Jerry's, Teperberg) and PAREO-branded products (shaved ice concentrates, ice coffee powders).

Differentiator

Problem solved

Functional benefit

Brands

• PAREO Ice: Private label ice and slush concentrates marketed under PAREO brand, made from natural fruits

Products and services

• Coffee Products and Machines Sale and rental of coffee machines, coffee beans, capsules, and accessories from brands including Lavazza, Danesi, P&G, for both home and professional hospitality use. For hotels, food service businesses, and private customers in southern Israel.
• Confectionery Products Distribution of sweets, chocolates, gummy candies, gum, snacks, and cookies from brands including Ferrero, Mars, Wrigley, Leiman Schlaif, and private label. Sold via retail and wholesale distribution to retail points and small businesses across the Eilat/Arava region.
• Branded Food Products Distribution of branded food products including Barilla pasta, Mashe Achia, StarKist tuna, Pillsbury, and Heinz sauces. Targeted at food service and catering businesses and retail consumers.
• Automatic Vending Machines Sale, rental, and placement of automatic vending machines for cold drinks, snacks, hot beverages, ice cream, sandwiches, cigarettes, and ATM machines. Available for entrepreneurs, operators, and public institutions in southern Israel.
• PAREO Shaved Ice Products PAREO-branded shaved ice concentrates, fruit concentrates, ice coffee, and preparation powders made from natural fruits. Distributed under the PAREO private label.
• Ben & Jerry's Ice Cream Distribution Exclusive distribution of Ben & Jerry's ice cream products in the Eilat/Arava region, including Pints (500g), Shorties (150g), and ice cream refrigerators/freezers for retail display.
• Teperberg Wines Distribution of Teperberg winery products including Essence, Impression, Inspire, Legacy, Moscato, and Vision series wines. For hospitality and retail customers in southern Israel.
• Sea Products Beach and pool products including inflatable mattresses and accessories, distributed from the Eilat location for retail and hospitality customers.
• Hygiene and Cleaning Products Distribution of personal care products including skincare, haircare, feminine hygiene products, and cleaning products. Targeted at institutional and business markets in southern Israel.
• Distribution Services Distribution services covering 300 sales points across the hotel, food, and catering sectors in southern Israel, with 24-hour supply chain response time guarantee. Ensures brand availability and rapid distribution for hospitality and food service customers.
• Laboratory and Technical Services Technical laboratory services for installed vending and coffee machines, including maintenance, repair within 72 hours, spare parts supply, training, phone support, and on-site technical support for institutional and private customers.

Quantifiable outcome

• 300 sales points served across hospitality, food service and catering sectors
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• FerrerocoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Ferrero products including Ferrero Rocher, Nutella, Tic Tac, and Kinder in the Eilat and Arava region.
• Layman Schliesler (ליימן שליסל)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Layman Schliesler confectionery products including Loucker, Stork, Perpetual Van Melle, and Congra Hersey brands, as well as own brand 'Klita Gat' products.
• Mars/Wrigley (ריגלי מארס)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Mars and Wrigley confectionery products including chewing gum, candies, chocolate, and pet food segments across the region.
• Diplomat (דיפלומט)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Diplomat group's products including personal care, cosmetics, home care, and food items in the region.
• Shastovitz (שסטוביץ)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Shastovitz products including Colgate-Palmolive, food and health, cosmetics and fragrance divisions across Eilat and Arava.
• Unilever (יוניליוור)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Unilever products including food brands (Talma, Kanur, Click, Beigel Beigel, Lipton) and personal care (Dove, Penhaligon, Axe) in the Eilat region.
• Ben & Jerry's (בן אנד ג'ריס)coreChannel Partner/ Reseller/ DistributorExclusive distributor of Ben & Jerry's ice cream products including Pints (500g) and Shorties (150g) sizes, along with ice cream refrigerators for retail.
• Teperberg Winery (טפרברג)minorChannel Partner/ Reseller/ DistributorDistributor of Teperberg wines including Essence, Impression, Inspire, Legacy, Moscato, and Vision series.
• LavazzaminorChannel Partner/ Reseller/ DistributorCoffee brand distributed by PAREO for coffee machines and coffee products.
• P&G (Procter & Gamble)minorChannel Partner/ Reseller/ DistributorConsumer goods products distributed by PAREO including various P&G brands.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Osem (Nestlé Israel): Israel's leading food manufacturer and distributor (Nestlé subsidiary) covering snacks, dairy, and staples. Comparable in Israeli consumer products distribution with a similar principal-driven assortment model, though Osem is a manufacturer with national reach rather than a regional B2B distributor.
• Nestlé Professional: Nestlé's global out-of-home food and beverage division supplying coffee, dairy, and culinary products to foodservice operators. Comparable as a broad incumbent in the professional coffee and foodservice supply space that PAREO competes with for hospitality and catering accounts, though Nestlé Professional is a manufacturer rather than a regional distributor.
• Strauss Group: Major Israeli food and beverage conglomerate with extensive branded distribution across Israel. Comparable as a large-scale Israeli consumer goods player with deep principal relationships; Strauss operates nationally and globally, whereas PAREO is a focused regional distributor.
• Lavazza: Italian coffee company with professional espresso machine and capsule business. Comparable as a premium coffee brand that PAREO distributes and relies on for its coffee machine offerings; Lavazza itself is a global manufacturer rather than a regional B2B distributor.
• Shufersal: Israel's largest grocery retail chain with substantial private label and wholesale operations. Comparable as an Israeli consumer goods distributor operating at massive scale with strong principal relationships, though Shufersal is primarily retail-focused rather than dedicated B2B distribution for hospitality and foodservice.
• Jacobs Douwe Egberts (JDE): Global coffee and tea company with professional/out-of-home coffee service operations. Comparable as a coffee category leader directly relevant to PAREO's coffee machine and distribution business, though JDE is a global manufacturer rather than a regional distributor.

Direct peers

• Selecta Group: European vending and coffee services operator with installed machines across offices, transit, and hospitality venues. Comparable as a vending machine operator with route-based service and a similar mix of machine sales, rental, and consumables, though Selecta operates at continental European scale rather than in a single Israeli region.
• Sodexo: Global food services and facilities management operator with significant vending and coffee service operations. Comparable as a vending/food service operator targeting hospitality and institutional customers with a similar 24/7 availability value proposition, though Sodexo operates at global scale rather than in a single Israeli region.
• Diplomat (Israel): Israeli consumer goods distributor handling personal care, cosmetics, home care, and food items. Closely comparable as an Israeli B2B consumer goods distributor with the same principal-driven model; while Diplomat is also a PAREO principal, its distribution model and customer base mirror PAREO's.

Others

• Sandenvendo: Global manufacturer of vending machines for beverages, snacks, and frozen products. Comparable as the upstream equipment supplier relevant to PAREO's vending machine installation and service business; not a direct competitor since Sandenvendo does not distribute consumer products or service end customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pareo.eilat
• Instagraminstagram.com/pareomorethancoffee
• LinkedInlinkedin.com/company/pareo---%D7%90%D7%A8%D7%95%D7%9E%D7%94-%D7%91%D7%9E%D7%93%D7%91%D7%A8-%D7%91%D7%A2

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about pareo - ארומה במדבר בע