In 2015, our family immigrated from Russia to Israel. We have been to Israel several times before, but only after moving here for a living, we were able to appreciate the dignity of the country, including Israeli cuisine and Israeli products. And we wanted to tell the whole world about our discoveries.
We decided to make gastronomic and culinary souvenirs from the most famous products that have been growing on this ancient land. Honey, olives, pomegranate, dates - they are mentioned in the Bible and they still form the base of Israeli cuisine.
We decided to release our products under the YOFFI brand. Translated from Hebrew, it is "beauty". And that's part of our last name: Mayofis.
Selection of suppliers.
We only work with Israeli suppliers. We carefully select them throughout the country - from Eilat to Tiberias. We bring tahini from Jerusalem; we take dates and silane in a kibbutz located near the Sea of Galilee; date sauces "Rabbis Date" in Zichron Ya'akov ... We taste everything ourselves, follow the recipe, and in the case of sauces "Rabbis Date" we create this recipe ourselves. Usually our suppliers are small enterprises, but with a well-functioning production, all the necessary certificates and permits. On the one hand, we want to present classic tastes, on the other, we strive to surprise and achieve the variety. After all, the YOFFI brand is not just food. This is a gift. Therefore, our tahini comes with the addition of zaator or Yemeni skhug pepper. Or chocolate.
When we started developing packaging, we were guided by the world's best samples. First of all, on the experience of those countries where there are a lot of gastronomic souvenirs - Italy, France, Spain... We wanted to bring the appearance of Israeli products closer to the best design standards. We brought in the talented Israeli designer Lika Marutyan. Later, a large group of designers formed around YOFFI, including those who had recently immigrated to Israel.
We can safely say: in terms of packaging of culinary souvenirs, we were the first in Israel to create a modern stylish design. Later, many Israeli manufacturers began to change their packaging.
All our boxes are assembled at the factory of the Association of the Blind, where blind and visually impaired people work. We give them the opportunity to earn money, to feel like full-fledged members of society.
And one more important thing for us: we produce all packaging from recycled natural cardboard.
YOFFI and religion.
At the very beginning, we decided to create universal products, without reference to religion. But very soon we realized that many of our customers - tourists, Christians, Jews, Muslims from around the world - would like this connection to be felt in our products. And we have developed a special design for them. This is how honey from the Holy Land and many other souvenirs appeared.
We are constantly working on the development of new products, new packaging and new series.
Three kinds of fine Israeli herbal teas are coming soon. In the near future, we will release sets of postcards about Israel, which will feature the works of dozens of Israeli artists who have come to Israel over the past 40 years.