What is Israeli in your eyes?
CEOs choose a brand that brings them back to childhood
In honor of Independence Day, five CEOs salute the nostalgic Israeli brands that accompany us all in the special, exciting and most importantly - the most Israeli moments, brands that seem to have been here ever since
I have Seville
02/05/2022
Monday, 02 May 2022, 11:35 Updated: Wednesday, 04 May 2022, 18:07
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Each of us has a nostalgic trigger, something that the encounter with - in appearance, smell or taste takes us back decades, to childhood.
In honor of Independence Day, we asked five CEOs what evokes this pleasant feeling in them? What Israeli brand accompanied them then, and still manages to evoke a pleasant childhood memory in them?
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A bag of hot rolls on a bicycle handlebar
Roy Hsing, CEO of Maccabiah, chooses the bread aromas of Angel Bakery:
"The beginning of June 1986, Jerusalem, the days are the beginning of the World Cup in Mexico - the most colorful football event in the world. I am a particularly excited first grader.
Today, for the first time, I join the business of my older brother Eran in the fifth grade.
We got up at 5:30 in the morning and rode a bicycle without gears about two kilometers to the Angel Bakery store in Givat Shaul.
These were the scents of Jerusalem in the early morning, a scent that accompanied me throughout my childhood.
Pleasant smell, smell of house.
We got to Angel, my brother gave me two bags full of braid rolls and taught me how to tie them on the bike handles.
My job was to help carry them back to the neighborhood until we handed them out to anyone who asked for a fresh bun on the doorstep.
It was my first day of work in life.
At 7:15 we had already returned home as we had promised Mom and Dad. "
"We handed out almost 50 rolls and we even had 5 left, which mum asked for in favor of our and our sisters' sandwiches. It was a day full of pride and even the sandwich mum made for us felt with a special taste. Since then I'm looking for the same smell. "I'm not there. I also left Jerusalem for the sake of the sea. At least my big brother stayed close to me."
Roy Hsing, CEO of Maccabiah, chooses Angel Bakery (Photo: Maccabiah)
A sense of rejuvenation in the scent of fresh paint
Hanoch Kess, a real estate entrepreneur and owner of the Cass Group, recalls Tambour's color scent:
"I see in Tambour the nostalgic Israeli brand, which accompanied me from the first family apartment I entered with my family when we immigrated from South Africa to the biggest projects I take Part.
"" The smell of the fresh paint connects with me to a feeling of rejuvenation.
Painting the walls is one of the last steps in any project and it symbolizes for me success and meeting goals and it always evokes positive emotions in me.
I follow the company over the years and enjoy seeing how it develops and show innovation in its field. "
Hanoch Kess, real estate entrepreneur and owner of the Cass - Tambour Group (Photo: Rafi Daloia)
Crispy bite with hot chocolate dripping
Tomer Pepper, CEO of Tan Biss, chooses a burgranch pie market:
“When I was in high school I grew up in a place that was 40 minutes from the nearest burgranch branch.
Even so, at least once a week my friends and I would wind up from school to go and eat at the Petah Tikva branch - many times it was just for the chocolate pie.
"" It's hard to forget, and recreate, this crispy bite with the hot and dripping chocolate - kind of a dream!
After a year or two, a Burgranch truck arrived in the village and stayed there for several years.
It was in the 90s and I think it was one of the first Food Trucks in the country.
When she left, it was a sad day. "
Tomer Pepper, CEO of Ten Biss, chooses a burgrange pie market (Photo: Mali Aroasti)
The heart rises to the top
Ziv Rosen, CEO of Gulliver chooses the national airline "El Al"
"Every time I see the Star of David in blue and white stripes accelerating on the runway and detaching from the ground from my office window near the airport, I get excited again.
El-Al was established together with the state, the growth of the State of Israel in the field of aviation intensified together with this all-Israeli brand
.
As CEO of a tourism group, the feedback I hear from our customers about El Al has always been positive and after a difficult period for the aviation and tourism industry in the last two years, even more than ever.
"It makes me happy to see how more flights and more lines are added to the flight schedule every day, and it's even more happy to see the blossoming of the world of aviation in blue and white take off."
Ziv Rosen, CEO of Gulliver Selects El Al National Airline (Photo: Ilan Beshor)
Capital of Israel
Yuval Oren, CEO of FOREVER ISRAEL - chooses Nesher Beer:
"Nesher Beer is completely the nostalgic Israeli brand that symbolizes my youth and continues to accompany me to this day.
Nesher beer was the only drink that entered my parents' house.
As a teenager we did not have a culture of consuming sugary or carbonated beverages at home, but the Nesher beer always had a place of honor in our pantry and refrigerator.
"" I started drinking it at a young age, it was the only black beer in the country at the time And youth.
Nesher beer connects me to Israeliness.
"As part of my role as CEO of an Israeli representative of an international company, I host a lot of colleagues and people from abroad, they always want to taste something Israeli and I always offer them Nesher beer, which for me is an Israeli icon."
Yuval Oren, CEO of forever israel chooses Nesher beer (Photo: Sinai Davidfor)
Of money
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Tags
Business
Brands
Israeli brands
Memory
childhood
Independence Day
Israel