The Israeli agricultural association "Beauty of vegetables" has opened a store for direct sales of fruits and vegetables in Ein Yahav. The new sales centre will allow those making their way to the Arava road and area residents to purchase fresh fruits and vegetables directly from growers at affordable prices
According to Daniel Lev, CEO of "Beauty of vegetables", "in the process bringing fruits and vegetables from the greenhouse, field or orchard, to the consumer, intermediaries cause unnecessary delays and increase the price difference. Direct selling in Ein Yahav is a necessary step to allow anyone returning from a trip or holiday to stock up on high-quality fruit and vegetables directly from producers.
Growers intend to expand cooperation and gradually increase direct sales, expanding the network across the country.
"Beauty of Vegetables" is Israel's largest fruit and vegetable growers association. Its range includes products like peppers, cucumbers, aubergines, tomatoes, melons, grapes, citrus fruits, squash and more.