Post-national Organic: Globalization and the Field of Organic Food in Israel - Re-Thinking Organic Food and Farming in a Changing World - page 145

factories and the rights to use the brand. 6 Harduf products (and other organic food
products, some imported) are distributed nationally under this brand.
The irony is that kibbutz Harduf is located in the Jezreel Valley , a place that is
perceived as a symbol of Zionism and socialism. The name of this place ( Harduf
of the Jezreel Valley), in which - according to the Jewish historical narrative- the
cooperative agricultural settlement in the State of Israel began in the start of the
twentieth century, has now become a clear representation of the capitalization and
industrialization of Israeli organic agriculture.
Thus, in its early stages Harduf , acquired high “organicness” and low economic
capital. However, since 2002 Harduf has become a clear representation of capital-
ization and industrialization of Israeli organic agriculture.

8.4.2 “Eden Teva Market” - The “IKEA” of Organic

For the past 5 years several supermarket chains in Israel have draped themselves
with images of organic, natural, healthy, ecological and other similar images. The
most prominent among them is the chain “ Eden Teva Market ”, designed according
the model of the American supermarket chain “Whole Foods Market”. The first
branch was established in 2003 and today the network has 20 branches.
The chain store owner claims that all types of existing organic food products in
Israel can be found in their stores. But the abundance in the stores does not end with
local goods. A tour in Eden Teva Market is accompanied by a feeling of visiting a
“cultural global market”, in which there are dozens of kinds of beans, spices and
dried fruits imported from around the globe, a stand for herbal tea and all kinds of
coffee - also imported, food products from the Far East and even a sushi-bar.
Moreover, the chain store owner adopted administration and marketing prac-
tices that characterize the “American way of business management”: low pricing,
increased competition, a growing supply of organic products and an existence of
“sales”, “customer club” and special discounts. For these reasons Eden Teva Market
clearly symbolizes post-Fordisation 7 and the conventionalization of the organic food
in Israel. Post-Fordisation is also reflected clearly in the jingle accompanying the
chain's advertising campaign:
In Eden Teva Market you will find a huge selection ensuring that everyone can find just the
right products for him. Like any other supermarket ::: only healthy!

Since 2007 the company's sales increases 30 % annually. Some see the success
of the chain positively and attribute it great importance in stimulating the organic

6 Tnuva was controlled by the global venture capital firm “Apax Partners”, and since May 2014 -
is controlled by the multinational company “Bright food Group”.
7 Post- Fordism is the dominant system of current capitalist mode of production, identified by