Opening of North Market, Tel Aviv/photo: Ido Shaham, editing: Ran Tzimat
"Dear customers. We would like to inform you that unfortunately the North Market complex is closed, and therefore we have to close the Noi El Sheda branch in the complex", this is how a message was sent to tens of thousands of customers of the "Noi El Sheda" company, which sells Israeli agricultural produce and has 13 branches throughout the country.
This message could have passed under the radar easily, if it were true: the North Market was not closed, and the one who was forced to close his stand, was Noi Sheda, who apparently decided to take revenge on the owner and caused damage to the small businesses that still operate there.
It turns out that behind the correct and polite wording, there is a drama that took place yesterday in the North market in Tel Aviv.
The Semlat group, which owns the building and recently took over the management of the market, demanded payment for the month of March from "Noy Sheda", and when the money did not arrive, the tones rose, the electricity was cut off and the contents of the stand were removed.
Immediately after the event, the message with which we opened was distributed, with a reference to the website, the application, and the branch in Sharon.
The other stall owners in the market started receiving worried messages from customers and felt helpless.
"We are in such a difficult time," one of them said to Wala, "the restaurant industry is in a war of survival, we can barely breathe, we don't do anything like that. You have a dispute with the landlords, resolve it between you. Why are you dragging us all in? Business owners here have started to cry from stress".
Semlat sent a reassuring message to the businesses, who were certain that they needed to look for a new livelihood, detailing the sequence of events: "We had to take Noi Sheda out of the complex, even though efforts were made with them to reach agreements, and they refused the meeting. We will make sure that the North Market continues to operate and work, and all the stores Instead they will prosper."
The message sent by Noi Al-Sheda to its customers.
"The North Market complex in Ramat Hay'il is closed, so we have to close the branch"/screenshot, Walla system!
Let's go back seven years.
In January 2016 the North Market was the star of the hour.
Michal Ansky and Roi Hamed, the parents of the successful port market in Tel Aviv, who opened its younger brother in the heart of the industrial area of Ramat Hay'il, brought there brilliant culinary names including Yuval Ben Naria, "Taizo" and David Frankel, "Pronto" and chef Avner Laskin, along with popular restaurants More like Keter HaMizrah, which opened two branches there, a cheese shop, a butcher shop, spices and crackers.
But the great promise did not materialize.
The hi-techists who stormed the market at noon, abandoned it, it changed several owners, the last of which was unable to survive the war, went into debt and left.
The seven businesses that remained there approached the Semlat car company, the owner of the building, and convinced them to take over the management of the complex, even though it is not the group's core business.
Semlat's vision is to maintain 7-8 stalls in a food court that will remain inside the building, and to rent the front to a retail business, when there are already several candidates on the agenda and for the purpose of the matter, put in an operational team there and start investing money in redesigning.
"The merchants are good people who convinced us to keep the spirit of the place," they told Walla there, "and we sat down with everyone to conclude terms. We also offered Noi Sheda to stay and they started zigzagging, yes they want it, they don't want it. When they didn't pay Mertz, we had to take out them and there is already someone who wants to step in in their place. In any case, spreading the false message is crossing a border."
Masmalat said: "The Samlat Group will continue to work for the welfare of the business owners in the North Market complex who operate according to the agreed terms. We invite everyone to come to the North Market and enjoy a unique culinary experience."
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The evacuated stand of the field ornament.
"We had to evacuate from the moment to calm down while they exerted pressure and threats on us"/PR
Noy Sheda's response: "The place is almost empty, most of the tenants have left or been evacuated"
The Field Subscriber responded: "On January 30, 2024, all the business owners in the 'North Market' complex received a notice that we must vacate the stores leased by us without any delay due to the unfeasibility of the complex by the company that owns the 'North Market' brand (Ann Seder Ltd.) M).
In addition, we were also called to a personal conversation with the company where we were told the things face to face.
"We tried as much as we could to stay open and continue working even though the place is almost empty, most of the tenants have left or been evacuated, the complex is dark, and most of the entrance doors to the complex are locked. We also paid all the payments for the rent and management fees in the complex.
"However, on 3/6/24 they arrived We came to the booth on behalf of Semlat (the owner of the building), they turned off the electricity in the booth, and threatened that if we didn't vacate it now, they would bring in an outside company to dismantle the whole place.
We asked to at least finish the week so as not to throw away the agricultural produce, but this did not help and we had to evacuate from moment to moment while exerting pressure and threats towards us.
"We suffered tremendous damage, our business was harmed and we were obliged to draft a message to our loyal customers, who despite everything continued to support us and come to purchase Israeli agricultural produce during this period. The message was written out of respect for the customers who are the most important to us, so that they will not come in vain and find that the place is closed."
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