In the shadow of the wave of rising prices in the economy, Noam Melnik, CEO of Adika, said today (Sunday) to the economic editor of "Israel Hayom" Sonia Gorodisky at the shopping malls conference that "the generation today lives with the feeling that they need it here and now. Adika is very Tel Avivian. It is enough to walk around Sderot Rothschild and you can feel that there really is no higher price than living. This generation looks less at the institutionality of things - they want to enjoy and live the moment."
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