The tagline for the Negiya Bakery in Northern Tel Aviv is "A land flowing with jam, olive oil, bread and honey," and indeed it is. Last Friday from 10 a.m. - 1 the bakery was open to the public for tastings. Samples of their boutique breads, including focaccia, and pastries along with olive oil, olives, honey and other delicacies were on offer. There was also pumpkin strudel and a delicious apple strudel and seasonal honey cakes of different varieties. Of course as the Jewish New Year is upon us, special kinds of breads and cakes incorporating traditional ingredients like honey, dates, apples and pomegranates are available for sale. The breads are not only fancy, some also boast healthy ingredients like spelt (a grain with lower gluten content) flour, and a health bread that is made without sugar, fat, or yeast, from a recipe passed down through four generations of bakers. Other breads featured at Negiya are a whole wheat variety made with date honey, called silan, 100% rye bread, flax bran, sourdough, one made with nuts and another with sun-dried tomatoes. In tune with the seemingly world view on good and bad-for-you oils, Negiya makes trans fat-free burekasim. For those who have reasons to avoid white sugar, there is a large selection of products that are sugar-free. And the dairy side of the bakery makes itself known in its quiches (the sweet potato variety was just right) and gourmet cheeses. Fitting for the newly renovated boulangerie (French bakery) atmosphere, there is Italian and French music accompaniment. One can sit outside and enjoy the European cafÃ© feel while enjoying a sweet biscuit or other pastry of their choosing. for those who want to indulge, I recommend the berry cheesecake or lemon meringue pie. For coffee lovers, the Italian aromatic Mauro must be experienced. Negiya is a family business run by Osi and Tzvika Ganor, proud kibbutzniks who opened this north Tel Aviv gem. The Ganors lust for life and investment of their "touch" in breadmaking attracts a happy crowd of shoppers who relish in the natural tastes and the opportunity to buy the best products. As an appropriate seasonal gift for friends for the holidays, I purchased spiced apple pear preserves for NIS 28. Some of the special every day deals at Negiya include coffee and cake for NIS 15, every second box of cookies at 15% off and starting at 6 p.m. each day, the second loaf of bread you purchase is only NIS 10. Like the radio station of my youth played two songs by the same artist in their feature Two for Tuesdays, Tuesdays are twice as sweet at Negiya with a 60% discount on all cakes. On Fridays there are a variety of items on sale and the second loaf of bread offer begins at 1 p.m. Negiya is located at Yehuda HaMaccabee 37 (corner of Stricker), Tel Aviv. Sun. - Thurs., 7:30 a.m. - 7:30 p.m. Fri. until 3 p.m. Kosher Dairy.