Jonathan Irani launches first business baby in the field of health and wellness

He is aware of his attribution, but tries to talk about the subject as little as possible and not make a fuss about it. “I grew up in a normal environment, in the heart of Tel Aviv. On a daily basis as a child it was not expressed in special extras, and I did not feel different from other children. Now that it’s something serious, when I’m focused on the field I want to pursue, it’s clear that every parent helps his son. When he sees that it is serious, “he says Jonathan Iranian, The second of three children of Gili and Eitan Iranian. So if some of the branches of the Factory 54 fashion chain owned by the Irani group offer you a maccha drink, know that this is the first business baby of Irani Jr..

This is the first media interview of Irani (22), who graduated from the IDF about a year ago and recently founded the company Irani Trading, Importing and Marketing Premium Food Products. His friends are very supportive of him, he says, and even serve as tasters and opinion leaders.

Iranian currently imports and markets two brands: HEAPWELL One hundred percent maccha tea powder, andTOPSHAPE, A drink of vitamins in the flavors of apple, orange and lemon-lime.

Identify the next trend

“Macha is a super-trendy product today,” says Irani. “All the bloggers in the US, and also in the country, drink it. It is healthy, tasty and beautifully photographed. And the drink I import is sold in Europe and even in Dubai. “It is sage and also healthy and contains vitamins, not too sweet, and has only 19 calories per 100 ml of drink. Unlike other sweet drinks, it does not carry the red marking. It is a wellness drink.”

The products are expected to land on the shelves of Tiv Ta’am, Eden Teva Market and Teva Castel in the coming weeks, as well as about 100 other private stores. “In the past year, we have closed with the leading marketing chains in Israel on the marketing of the company’s products, and I am sure we will be able to bring the good news to Israel. At the moment, I do not focus on building an online network, but prefer to invest efforts in physical deployment,” says Irani.

Macha tea (Photo: Gaia Peled)

How did you get into this field?
“I came across in the US very special products that I liked and caught my eye. Healthy, tasty and special products that I have not found in the country. I really like tasting new things. In the US for example I discovered that there is a trend of Cold Brew Coffee Cold brewed coffee. Soak coffee beans in cold water for 20 hours then strain and drink. It is sold there ready in bottles. I loved it, and even during my military service I would buy coffee beans, make the drink at home, put labels on it and sell to cafes and some mini-markets. That’s how I actually realized that I love the field, and I wanted to step up. “

What was the next step?
“I started looking for more accurate products, which I believe in more. Already at this point I realized that this is what I like, that the food world interests me. I also like to cook. Even when I was in the army I started the search and regulation process related to importing products. I started motivating matters. “And the bureaucracy. Now the serious activity begins. I’m interested not only in drinks, but in any food product that could be the next trend. There are already products on the line that I work on. My focus is on products that have added value and are trendy.”

Although he is looking for trendy products, including online, but when it comes to his personal life, Iranian, unlike many young people his age, refrains from sharing thoughts or photos on the networks. “I’m hardly active on social media at all, but I like to look at all kinds of trendy products in the world. It’s a great platform to find and get to know new products in other countries,” he says.

The market is quite flooded with health products. Is there room for more products?
“I think so. The branding of the products I import will be in the wellness category. My intention, for example, is also to introduce the drink to all kinds of gyms and spaces of yoga and Pilates. It will be branded specifically for the wellness field. By the way, the price of the drink is very attractive to the product. Premium: NIS 8.6 – 8.9 “.

Macha fashion

The connection to Wallace Iranian also applies in his personal life. “I exercise three times a week, love to surf, eat healthy, do not touch junk food, fried and sweets and be careful of the sun,” he smiles.

Even in clothing, he prefers to be sporty, and regardless of whether the Irani group launched a flagship store of the Puma brand in the Tel Aviv port last March, Irani Jr. admits: “I love this company. I like to wear sportswear, so I’m a lot with Puma now”.

He explains the fact that he did not join the family business by wanting to set out on an independent, separate path. “I wanted to do something on my own, regardless of my parents,” he says. “My goal is to bring the Israeli consumer the next thing that will change and contribute added value, health and experience, to the food industry. I also believe that the corona has made it more important for people to pay attention to what they put into their body.”

Although he does not work with his parents, there is still cooperation between them. “Some factory branches that offer coffee and water now also offer a glass of maccha drink,” he says. “The goal is to expose the product to the relevant target audience in this way as well, who range in age from 16 to 40. It is a collaboration that aims to promote the product.”

TOPSHARE Vitamins drink (Photo: Gaia Peled)TOPSHARE Vitamins drink (Photo: Gaia Peled)

First business at such a young age. Isn’t that a little stressful?
“I live these products every day for two years, and I believe that people will love them, both because of their quality and because of their appearance. I also believe that with perseverance things work out in the end. I strongly believe in the products, I believe that once they touch the market – they will be very successful. We will raise our hands in a week. “

What do parents say about your choice?
“They’ve been hearing about it from me for two years now, and they’m not excited. My parents are very supportive of what I want to do. They never told me what to do, they never told me where and when to work, but said ‘do what you want’.” .

What advice did you get from them?
“The most important thing is to just persevere and specialize. To learn the best business you can, to research, to learn what to do. Growing up in a home of businessmen is to hear about deals, to talk about family business. Now that I’m at the beginning, many things are familiar to me in terms of conduct. “At the moment I am also studying at the Interdisciplinary Center, finishing my first year in business administration. But what I am learning is very different from what I am doing. Apart from developing my mind, I do not think it can help me.”

Where will we see you in ten years?
“I want to continue to bring more products in the field of wellness. I am also looking for all kinds of things in the field of food tech, technologies in the field of food. Find new developments in this field and market them. I travel to all kinds of food exhibitions, looking for the next thing.”

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