At Unilever Israel, CEO Door Revolves Again

Angelo Trocchia, chairman and CEO of the consumer products company, is stepping down after just two years on teh job.

• Israel's Osem to hike prices 4.8% in November
• A year and a half after protests, advertisers still afraid to reach out to consumers
• Israel's antitrust authority to examine food price hikes

Anat Gavriel, Unilever's VP of sales, has been tapped to take his place.

Trocchia is moving on to take charge of Unilever Italy.

During his two years in the position here, the Israeli retail scene was rocked by cost-of-living protests of the summer of 2011. As protesters threatened boycotts, Unilever reduced prices for some products.

Yet under Trocchia's management, Unilever was subsequently the first Israeli company to jack up prices again. Some surmise that's because Trocchia is not an Israeli, and also, Israelis may identify the company's brands but not necessarily the company itself.

Its brands include Badin fabric softener, Cif cleaning products, Dove and Axe hygiene products, Telma foods, Bagel-Bagel pretzels, and Mazola and Blueband margarine.

The move to send Trocchia back to Italy, Unilever has said, stems from their desire to have him at the helm during this difficult period for the European economy.

Anat Gavriel joined Unilever Israel in 2003 after holding a variety of senior management positions at pharmaceutical companies. She will step into the role officially in March.

Gavriel also issued a statement, saying, "I am delighted with the opportunity to leave this wonderful company during a period full of challenges, and I wish Angelo great success in his new position."