Yohananof Opens First Non-Profit Community Supermarket in Rehovot

A new initiative aimed at alleviating the cost of living crisis for struggling families has launched in Rehovot, Israel. The Yohananof supermarket chain, in partnership with the "Lema'an Achai" (For My Brother) non-profit organization, inaugurated a community supermarket this week on Goldin Street. The 120-square-meter store offers approximately 800 essential food and consumer products at significantly reduced prices, reportedly tens of percent lower than market rates.

The supermarket is designed to serve eligible families identified by the Rehovot municipality's welfare services, who will receive a special card for purchases. The initiative provides a diverse range of products sourced through the Yohananof chain.

At the opening ceremony, Rehovot Mayor Matan Dila attended, alongside singer Shuli Rand who performed. Eitan Yohananof, CEO and owner of the Yohananof chain, stated, "For us, retail is first and foremost about people and community. In a time when the cost of living burdens many families, we believe Israeli society has a responsibility to harness its capabilities and experience for those in need. It was important for us to create a real, pleasant, and respectful supermarket here, where families can choose from hundreds of products and enjoy prices tens of percent lower."