Freshness, online shopping and separation: the trends that led to the creation of the Tnuva Market platform

As part of Tnuva’s direct sales strategy to Tnuva, and as one of the growth engines defined by the group for the coming years, the Tnuva Market trading platform ( was launched this month in cooperation with the Shockbook website (specializing in direct sales of fresh products). It is a direct purchase trading platform that provides many fresh products, including a wide variety of vegetables and fruits, dairy products, boutique breads and seedlings, including herbs, as well as fresh pastas and juices. Subsequently there is an intention to expand to other areas in the world of fresh food, including eggs and meat, depending on demand.

“The idea to create the platform was born after we identified three trends,” says Avivit Rotline, Tnuva Market’s operations manager and Tnuva growth manager. “One of them is the direct sale to the consumer (D2C) that is developing all over the world. We also experienced it during the corona with ‘Tnuva to the house’ and saw that there is a demand. We identified a need among the public to get quality and fresh products to the house.

“Another trend is online, which has expanded greatly in the last two years, and the third trend is segregation: we have identified consumers separating their fresh shopping – buying vegetables and fruits at the jade, bread in the bakery, milk in the grocery store. We basically bundle all these products under one roof.”

Straight from the farmer

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The vegetables and fruits, she says, come straight from the farmers. “You see from whom you are ordering, the name of the farmer and the locality where he is. We bring the produce from the farmer, we send an order to the bakery to bake the bread, and we also bring the dairy products straight from Tnuva dairies. Tnuva, with its wide basket of products “Allows the consumer to enjoy a quality shopping experience, and at the same time it also benefits the farmers. The connection to the chocolate bar is created because they sit on values ​​very similar to those of Tnuva. They talk about transparency, about the relationship with the farmer.”

How common are such platforms in the world?
“Every country has a different consumer behavior. There are such platforms. We have built a solution for consumer behavior in the State of Israel. We have concentrated on the products we have identified that are bought and consumed with similar frequency: vegetables and fruits, dairy products and breads.” But because of the frequency of consumption, he has to do it more than once a week. “

Avivit Rotlein (Photo: Rami Zranger)

Will Tnuva Market not actually bite into the food chains that sell Tnuva products?
“Today there are a lot of retail platforms, a lot of options for the Israeli consumer to buy the products where he wants. We offer another quality platform, unique in terms of product mix, and consumers will incorporate it in their shopping. You can buy from us, you can buy in chains, and you can both. It’s just going to fit into the retail landscape. Once you buy the cheese and milk in the weekly shopping you do at some chain, and once you’ll make up for what I’re missing. I really do not know at what expense it will come, but believe the market is very saturated, and Tnuva Market will enter somewhere. In this market. “

How will the prices of dairy products be compared to the chains?
“Every retailer prices his products independently, so I can not say whether it will be cheaper or more expensive than this or that store. But our service is 100% to the house, 100% investment in fresh delivery, which arrives that morning to us at the Tnuva Market Center and leaves already. That day to the final consumer – and all with an investment of quality packaging and a very high level of service. This thing has a cost. I know how I priced my products and what they reflect. To say I’m more expensive or cheaper – I can not say that. I also do not think In this way, and not priced in such a way, but in a way that reflects our costs, the activity and the nature of the activity. “

How will you convince me to buy from you?
“Thanks to the product mix and product quality. This is a unique basket composition of very fresh and high quality products, which includes both dairy products and vegetables and fruits, which you know from which farmer they come. You also know that the bread is baked especially for you. Another reason is the quality of delivery. In the best way and reach the customer’s home via an array of refrigerated trucks straight from Tnuva Market. “

Tnuva Market currently reaches more than 600 localities, from Sde Boker in the south to the Krayot in the north. The number of localities will be expanded according to demand. Those who order the products by 19:00 in the central area will receive the shipment the next day, while in other areas the shipments will arrive several times a week and according to demand. Upon completion of the order, a detailed invoice will be sent to the customer’s email, and the actual billing will be made within 24 hours of receiving the shipment.

Tnuva Market website (Photo: Courtesy of Tnuva Market)Tnuva Market website (Photo: Courtesy of Tnuva Market)

On the occasion of the launch, those ordering over NIS 100 will receive free shipping until mid-January. The shipping cost will then be NIS 35 for customers up to NIS 100, NIS 25 for customers between NIS 101 – 400, and free for customers over 400. “Payment is made only after receiving the delivery. If you have a complaint, you call customer service – and if something was not. “Okay, you are not committed to it,” says Rotline, and defines the goal: “to become the leading fresh food products trade site in Israel.”

Met in Corona

“The first contact with us from Tnuva was made as soon as the corona accelerated its online consumption habits,” says Eyal Yaakobi, CEO and founder of Shookbook (

Eyal Yaakobi (Photo: Private)Eyal Yaakobi (Photo: Private)

“We started talking to Tnuva during the corona. It was a long construction process, and now it is coming to fruition at Tnuva Market. Farmers are very excited. The economic model of chocolate contributes to them and contributes to consumers, so it is clear that when a farmer goes under Tnuva’s big fan he is excited and expect what will happen.” .

The Shockbook platform went live in late 2016. “The goal was to deal with three major market failures,” Yaakobi explains. “One, there is no identification of a fresh product sold in Israel. When we go to buy in one place or another, we do not know who and where to grow. The second is a lack of correlation between the purchase price from the farmer and the selling price to the consumer. “Managing inventory – that is, not buying and selling, but selling and then buying. Compared to anyone who says he will bring the produce four hours after ordering, we say we will bring in 24 hours after ordering, but four hours after harvest. Freshness is our motto.”

How many farmers are in the market?
“There are currently several hundred farmers who use this platform, and every day in the evening we get an order of what they need to prepare for tomorrow. We market to most parts of the country. We did great before the corona, and much more excellent after the corona. The corona was a huge catalyst for online shopping. A farmer determines the price he receives for his product, and the consumer receives a mirror for the product and also a product harvested that day – he is successful. “Good, because you will not order from him tomorrow. That is the beauty of this model.”

For the milk

The connection to Tnuva, says Yaakobi, was also born because a significant number of Shukbok customers requested it. “They said: ‘You save us from buying fruits and vegetables at the supermarket, let’s save us going to the supermarket for dairy products as well.’ “Food, no matter how large, will not be able to connect directly to its sale in the writers and also to the consumer directly.”

What will be the impact of this?
“Competition for the consumer is becoming more difficult, and whoever benefits from it in the end is the consumer. If any writer sees that he has another competitor, the consumer will enjoy attractive promotions.”

What are your expectations?
“I do not know how to predict the future, but I hope it will increase sales to farmers as much as possible. Chocolate itself continues to operate as usual, because we have certain products that Tnuva Market does not have, such as olive oil and Israeli wine interfaces. Tnuva Market is only fresh products. “Ours is that thanks to Tnuva’s power, more people will be exposed to fresh Israeli products and transparent trade. This is the agenda of Shukbok – transparent and fair.”

“There are several advantages to the model of the platform,” explains Zvika Cohen from Moshav Arugot, a third-generation farmer, who grows guavas, apricots, peaches, apples, grapes, nectarines and persimmons. “The consumer enjoys fresh fruit, without hours of cooling. He receives as direct a supply as possible from the moment the fruit is picked. Also, when I sell directly I also set the price: a fair price for both me and the consumer. “Both consumers enjoy a lower price than in chains or writers. I have been working with Chocolate for several years, and I often get a phone call later from customers who admit and say it was delicious. There are also those who want to come to the farm, because I also have a shop in the farm.”

Zvika Cohen (Photo: Private)Zvika Cohen (Photo: Private)

Does the fact that the consumer knows exactly who he is buying from make you more careful?
“First of all we also make sure when our produce goes to chains or markets. Even there on every box has my name. But when it comes to direct selling it gives even more motivation, because I want customers to come back. Meanwhile the main customers are the markets and chains, and I The connection to Tnuva Direct sales to the consumer will increase. “

Michal Kaufman, a farmer from Moshav Avigdor in the Beer Tuvia Regional Council, grows herbs and fruits of many kinds in the family farm, including citrus fruits, passion fruit, raspberries and grapes, and she markets them through a chocolate bar. “Such a purchase also makes the end consumer much more economical, and I also have no costs of transportation, of a marketer. I am the one who grows and packs, pierces the final price I want to get, and from the site come and collect. I am very satisfied. Because we are not too big a farm, So if for example this week I have an avocado – I offer it and eliminate the stock. People already know the brand, know who they are buying from. We try very hard, invest in the crop.

Michal Kaufman (Photo: Private)Michal Kaufman (Photo: Private)

“We are an elderly couple. My husband is disabled by the IDF, and this is his therapy. As mentioned, because we are not a huge farm, so even to this day – without Tnuva’s platform – we were able to market all the produce. However, it is always good to have a new audience exposed to us. Also, in the summer we have a lot of grapes, and we do not always manage to market the whole quantity. Maybe this time, thanks to a new clientele, everything will be sold. “

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