For three weeks since the outbreak of the Iron Sword War, the group of brothers donated food to soldiers, wounded and evacuated as part of a huge war room it established that included more than 100 restaurants throughout the country. It is now directing its resources to Israeli producers and farmers by setting up markets in its restaurants in Tel Aviv: Doc, Ivy and Brothers.
These restaurants, whose kitchens rely on seasonal and local ingredients and all that this entails even in normal times, will also provide the stage for local producers in the framework of this unique activity, which will take place this Friday, November 10, among others.
"Hello friends and friends, this Friday as well we are opening our home and hosting in all our restaurants, farmers, food producers, olive presses, wineries and an artist's distillery - all small producers and boutiques affected by the war in the south and north," the brothers' restaurant wrote in a post on its Instagram page on Thursday. It added: "They will be happy for all your support and we assume that you will be happy to return home with their finest produce. Right now, it's the win-win, the most obvious for us."
Full green from Ben Ben nursery from the teenage lane,
"The business has been severely damaged"
As part of the initiative, Doc Restaurant will open its doors to Yuval Job, which is behind Julius, the first artist's distillery in Israel. "The distillery is located in Kibbutz Hanita in the center of a combat zone and cannot be reached at the moment," says one of the owners, Yotam Doctor, adding that "the business has been severely damaged." In addition to products from the distillery, Doc's wine stock will be open for purchase at grocery prices. "It's a large inventory that we've been hoarding for years," says Doctor, adding: "We decided to do this to move the economic wheel of the alcohol industry, so that we too can reorder and this is an opportunity for the audience to enjoy our special local produce."
Distillery drinks, photo: Velda Trogman
For the second week, the North and South Market will be held at Ivy Restaurant. You can return home with the perfect basket for Shabbat: olive oil, quality tahini, flowers, agricultural produce from the surrounding area and from the north of the country, and baskets of recipes. Along with the market activity, you can also enjoy the restaurant's delicious brunch.
At Achim there will be a sale of seedlings and potted plants of "Ben Ben Nursery" from Netiv Ha'ahara. "In the past two weeks, they have become members of the household here, and we are proud to give them a place to sell what grows in their greenhouses," the brothers explain. In addition, there will be stands selling fruits and vegetables from the envelope, honey, Landwer-based products and more.
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"The goal is to help as much as possible," says Doctor. "We are Zionist Israelis who love the Land of Israel very much. Our restaurants also deal only with Israel and my place out of love for the good things that are happening here, for Israeli society."
Where did the initiative come from?
"Beyond our desire to survive this period, we are actually using our abilities. We have familiarity with farmers and producers, those who have been harmed and we really want to help them, we have a good acquaintance with our audience to invite them to take part. We are here and we will continue to do everything we can for the good of the situation. Now we understand that opening restaurants is the important thing to do, because we have a responsibility to the suppliers and employees, and we have to move our small wheel of economy, alongside that we help businesses and farmers."
There are also red bananas, photo: Velda Trogman
Do you think there are also bright spots in the context of acquiring Blue and White following the situation?
"I can say that the coronavirus also led to such a process, because they understood that it is cheaper and more correct to buy from local producers – and many restaurants started working only with our produce. I think this situation does increase consumer awareness of the local. I really hope that this will increase consumer sentiment for local produce and make them want to consume local produce rather than tomatoes from Turkey, for example. We need to support our farmers. Leaning on local produce is also better for our environment and health, and I hope this helps."
Opening times:
Ivy Restaurant -
South North Market this Friday from 10:00 to 16:00
Brothers Restaurant -
Market and nursery this Friday from 9:00 to 16:00
Doc Restaurant -
This Friday 9:00-19:00
The activity is also planned in the middle of the week - please check the Instagram page
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