In the urban heart of the bustling Gush Dan this Tuesday and Wednesday, visitors
from all over Israel and the world will enjoy an agricultural oasis where they
will encounter fresh innovations like personal watermelons, fig-sized spinach
leaves and a broccoli-bok choy hybrid.
These agricultural products and
many others will be on display at the 23rd annual Fresh AgroMashov exhibition,
which will be held at the Tel Aviv Fairgrounds on June 11 and 12. Farmers,
buyers, exporters and agricultural marketers from Israel and around the globe
will attend the exhibition and the several conferences taking place under its
umbrella, and exchange knowledge and encounter business opportunities throughout
the twoday event, which is produced by the Mashov Group Ltd.
importance of continuing to host such an exhibition in Israel stems from the
country’s placement at the crossroads among Europe, Asia and Africa, as well as
its status as a pioneer in agricultural technologies, the Mashov Group
The personal watermelon is the brainchild of the Israeli company
Origin, which develops versions of the fruit in various sizes, including the
“nano” watermelon – which weighs only about 1.51 kilograms and contains tiny
seeds that are suitable for eating.
Also produced by Origin is a slightly
larger personal watermelon weighing between 2 and 3 kg., as well as medium and
large watermelons respectively weighing between 4 to 6 and 8 to 10 kg., the
company said. The melons feature a bright red internal hue, high lycopene levels
and a long shelf life, according to Origin.
“People always complain about
the big size of the watermelon, and the whole idea was to create smaller
watermelons with high sugar content that are easy to carry and will be enough
for one person,” Dov Godinger, vice president and head of sales and marketing at
Origin, told The Jerusalem Post on Sunday.
Such watermelons could be
ideal for small families and for elderly people who do not want to deal with
carrying and storing an enormous fruit in their fridges, he
Thus far, Origin’s main markets for the personal watermelons
are found in the US, South America and other locations outside
While in markets outside of Israel the watermelons can be sold by
the unit, the fruits are still only sold by the kilogram in Israel, Godinger
“So sometimes it’s not worth it for the farmer to grow,” he
continued, stressing that the whole watermelon industry in Israel would grow if
farmers could sell by the unit.
At the AgroMashov exhibition on Tuesday
and Wednesday, Origin aims to put its entire range of watermelon sizes on
display. From there, Godinger said he hopes “to expose [the personal watermelon]
again to the public, and to see how it will work.”
In addition to the
watermelons, a wide range of other unique fruits and vegetables will appear at
Moshe Medini Agriculturalists, based in the Tamar
Regional Council moshav of Neot Hakikar, will be showcasing specially cultivated
spinach leaves that grow approximately to the size of a fig – around 20
millimeters – and have a much more dominant flavor than a typical spinach leaf.
Also on display from the same firm will be specially developed radishes with a
juicy texture that can be added as-is to salads.
A hybrid version of
broccoli and bok choy (Chinese cabbage) in a shape reminiscent of asparagus will
be on display at the booth of Carmel Yevulim, a family-owned vegetable
cultivator located in Moshav Hayogev, just west of Afula. The product, called
“Brocco-mini,” has a sweet and light taste with a kick similar to that of a
pepper, the company said. Rich in vitamins A and C and low in calories, the
Brocco-mini is ideal for cooking, steaming or oven-roasting.
“spiciest pepper in the world,” estimated to be 150 to 300 times spicier than a
regular pepper, will also be available for viewing at the AgroMashov exhibition,
from the Yofi Shel Yerakot (Beautiful Vegetables) cooperative group from Ein
Yahav in the Arava.
Ben-Dor Fruits and Nurseries, based in the Hula
Valley Yesud Hama’ala community since 1880, will showcase a number of innovative
fruits, including the “Lamoon Plum,” which resembles a lemon in its yellow
Also at the Ben-Dor booth with will be “Watermelon Plums,” which
have greenish skins and insides similar to red watermelon flesh, as well as
“Pita Peaches” and “Pita Nectarines,” with squashed shapes resembling that of a
In addition to showcasing the fruits, vegetables, dairy products
and agricultural technologies of farmers from Israel and around the world, Fresh
AgroMashov will also host a number of conferences – including an international
opening session on “Trends, Challenges and Opportunities in the Marketing of
Fresh Agricultural Products Worldwide,” the AgroMashov Group said.
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