The Company's Vision
Quality: The potential of the company is dependent on its excellent high quality products. The company continuously maintains this uniqueness in the quality of its products
Fairness: The company strictly adheres to the rules of business ethics by ensuring reliability and strict morals.
Initiative and Innovation: The company is committed to ongoing innovation in all its business fields. In developing and using equipment from farmers at a high level and in the forefront of technology.
Professionalism: The company will always aspire to streamlining and improving all its work processes while operating with maximum savings.
The company was established in 2004 with the establishment of an up-to-date packing house. Beforehand the company was called by the name of the owner, Benny Avitan, a farmer and a member of a farming family from Moshav Nir Akiva in the south of Israel.
The company and its manager have accumulated experience in growing, packaging and marketing agricultural produce over the past 30 years. Over the years, the company has dealt in cultivating field crop areas, citrus orchards and the family's agricultural fields. At a later stage, the company’s fields increased and a partnership was established for cultivation with other farmers.
As at the present, the company cultivates about 10,000 dunam (10,000,000 sq. meters) of field crops and another about 6,000 dunam (6,000,000 sq. meters) of citrus orchards. The company deals with fruit from other growers in partnership arrangements with growers from the southern region, packs the produce in the company’s packing house and markets the produce in domestic and export markets.