Tiv Taam held a festive event on Monday evening to mark the close of a two-month fundraising campaign that raised approximately NIS 142,000 across the chain’s 47 branches nationwide, according to information provided by the company.
The funds will support the Israel Combat Fitness Championship, scheduled to take place this year at HaYarkon Park, an event designed to encourage pre-enlistment youth to consider meaningful service in IDF combat units.
Campaign held with Remembering Eden nonprofit
The campaign was carried out in cooperation with the Remembering Eden nonprofit, which works to preserve the memory and values of Capt. Eden Provisor, who fell during the Iron Swords War.
Organizers said the championship is expected to double its participation from last year and to host many hundreds of pre-enlistment youth. The event combines outdoor athletic challenges with advanced technological tools, creating an educational platform focused on personal excellence, resilience, and mutual responsibility.
Tiv Taam: Initiative connects sport, education, and national values
“We are proud to take part in an initiative that strengthens Israel’s next generation of combat soldiers and to contribute to the continuity of a values-based project that connects sports, education, and love for the country,” said Hagai Shalom, CEO and owner of Tiv Taam Group.
Shalom said the response from customers and employees was especially significant because the campaign took place during ongoing fighting, sirens, and a long holiday period. He added that social involvement and community contribution are part of the company’s organizational identity.
Eden Provisor’s family says support helps continue his path
Guy Provisor, Eden’s father and chairman of the organization, said Tiv Taam’s support and the public’s response were especially meaningful during Israel’s current security challenges.
Recent Jerusalem Post reporting on IDF manpower challenges, mixed combat units filling wartime gaps, and equal opportunity for women in combat roles has highlighted the broader national debate over combat service. The Post has also reported on Capt. Eden Provisor’s story in its coverage of fallen soldiers from the war.
“This collaboration allows us to continue Eden’s path, instill his values as a commander and a human being, and boost the motivation of young people to choose meaningful combat service,” he said.