Updates About Negev Nectars
Negev Nectars launched in the winter of 2009 with the mission to support the Negev by investing in its innovative growers and food producers. I am proud to have introduced many of you to the unique, one-of-a-kind products that are produced in the region.
There have been many successes over the years. I am honored to have been asked by the Israeli Embassy to represent Israel at the World Bank and have enjoyed sponsoring and supporting events put on by so many outstanding organizations in the New York and Philadelphia area. And, of course, I am gratified that Negev Nectars has made purchases of just under a million shekels from Negev farmers, producers and suppliers.
Despite many successes, a requirement for the business that we have not been able to achieve was to create a financially sustainable model. I saw much potential, but a hard look at the numbers within the past year revealed that to make Negev Nectars viable, the business would need to grow dramatically. While the team has implemented new marketing and sales strategies in an effort to generate increased revenue, we have not seen sales grow fast enough, despite a steady increase in expenses.
It is thus with a heavy heart and much ambivalence that I have decided to suspend operations of Negev Nectars in its present form.
Nevertheless, I have been exploring creative alternatives with our partner farmers, since our goal to expand the market for agricultural products from the Negev remains. I also invite you to offer suggestions for how you think Negev Nectars can be reinvented to become financially sustainable.
Finally, I wanted to thank you for your interest and your support over these few years. It is thanks to all of you that Negev Nectars could support farmers in the way that we have over the past three years. May you continue to draw inspiration from Israel’s culinary achievements, and may you visit Doron’s olive grove or kibbutz NeotSmadar’s state-of-the-art fields or Chami’s Desert Magic plant on your next trip to Israel. It’s worth the visit!