Noy Hadas, owners of the "Noy Hasadeh" chain, which has dozens of branches around the country, today (Tuesday) launched an outlet complex for selling fruits and vegetables at Yarkonim Junction in Petah Tikva, which will cover 500 square meters and sell direct agricultural products to consumers at cheap prices.
The complex is covered and designed, and will offer hundreds of free parking spaces and shaded seating in the natural landscape.
There will be pallets of farmers' goods with the logo of each of them, so that consumers will be exposed to the farmer behind the goods.
According to the company's announcement, the products will include a cucumber that will cost NIS 2.9 per kilogram, a banana will cost NIS 3.9 per kilogram, an avocado NIS 4.9, a tomato NIS 2.9, packaged carrots NIS 2.9 per kilogram, pineapple at NIS 19.9 per unit, two packages of blueberries For NIS 20 and a package of strawberries weighing 500 grams for NIS 5.9, and more.
Hadas told Israel Today that she decided to open the place in response to the import opening reform: "I understand that the government decides to give up agriculture. The farmers tell me that if I do not buy their plots, they will throw them away or slaughter them in terms of food chain prices. "It is much fresher than the writers, and its prices will be cheap and competitive for the consumer. With a cart full of fruits and vegetables, it is possible to reach NIS 100."
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She continued to oppose the reform, saying there was no reason to open the market to imports: "I am really worried. I am a 120-dunam farmer in Even Yehuda. Israel is not popular in the world and we must maintain our food security and produce the food ourselves, otherwise we will starve. Let them come to my place. "Ministers in the government and they will try to open more such places in the country, and that they will not allow space for imports. My goal is to establish such a complex in every city in the country."
The Noy Hasadeh outlet store in Yarkonim, Photo: Yachz
On the fact that fruit prices were very high this year, including grapes, and regarding the claim that imports can lower costs, Hadas says: "Today there are imports of grapes, which cost more than Israeli grapes in summer. Grapes are not a shirt made in China and shipped to Israel. "It still requires transportation and cooling. Imports will only raise prices and lower quality."
According to her, farmers could be the ones to be the solution to the cost of living - and not the problem.
"The marketing chains are cutting the coupon, there is depreciation and it costs money, something rolls to the consumer," she says.
"The countries in the world are investing in agriculture and food security, and the State of Israel, which has a prosperous agriculture and no pesticides, decides to give up. It makes me very angry."
As for the quality of the products, Hadas says that she does not intend to compromise on freshness: "The goods will arrive every day, I do not go to the shelf. Everything will come with the branding of the farmers, straight from the cartons. It saves costs as the goods are not sorted by size. More quality and fresh than in the food chains. "
The Noy Hasadeh outlet store in Yarkonim,
Asked if it would be cheaper than marketing chains such as Rami Levy, she replied: "In the overall basket, I believe I will be at the prices of 'Rami Levy' or even cheaper in some cases. "Yes, unlike chains, we will have all the variety. People also want blueberries and pineapples at cheap prices."
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