Maj. Gen. (res.) Amiram Levin has joined a new business investment in Israeli agritech start-up GreenOnyx, partnering with retail giant Tiv Taam to exclusively market the company's innovative product, Wanna Greens. Grown using advanced Israeli technology, the super-vegetable comes ready to eat straight from the package.
GreenOnyx is managed by CEO Dr. Tsipi Shoham, with former Shufersal CEO Ori Watermann serving as Chairman of the Board and Levin taking on a role as director. While GreenOnyx products were previously available only at Ruti Broudo's exclusive Delicatessen and Bakery locations, Tiv Taam is now preparing for a nationwide rollout.
Leadership and vision for the future
Levin: "For half of my adult life, I was in the IDF, engaged in combat. Now, at GreenOnyx, I am a partner in building a better, healthier life. The collaboration with Tiv Taam, led by Major General (Res.) Hagai Shalom, my colleague from the General Staff, is one of the most substantial I have known."
Hagai Shalom, CEO of Tiv Taam: "We are the first retail chain to make healthy, fun, and easy-to-consume food accessible, and we are impressed by the consumption experience it offers customers. The product complements any dish, adding a green color alongside a natural, healthy flavor. In taste tests we conducted, consumers try it and love it."
Dr. Tsipi Shoham, CEO: "Over the years, Hagai Shalom and the team at Tiv Taam have built a space that knows how to identify innovation, encourage it, and provide consumers with the freedom of choice. There is a deep connection between real, fresh, unprocessed food and long-term health and disease prevention."