Yohananof Launches Second Discounted Community Supermarket in Rehovot
Following the success of its first subsidized "Community Supermarket" in Beit Shemesh, the Yohananof retail chain has opened a second location in Rehovot. This new branch, situated at 1 Goldin Street, operates on a non-profit basis and aims to alleviate the burden of the high cost of living for families in need.
The 120-square-meter store offers approximately 800 basic food and consumer products at prices discounted by tens of percent compared to market rates. The initiative is a collaboration between Yohananof, the Rehovot Municipality, and the "Lema'an Achai" association, expanding the reach of the chain's long-standing "We Are All One Family" charity project.
Access to the supermarket is restricted exclusively to families identified by the municipality's welfare and social services departments, who receive a special card for purchases. This model allows eligible families to select their own items from the shelves, offering a more dignified shopping experience than pre-packaged distribution.
The inauguration event was attended by Eitan Yohananof, CEO and owner of the chain, and Rehovot Mayor Matan Dila, and featured a performance by singer Shuli Rand. The expansion of the community supermarket project is part of Yohananof's broader community outreach, which includes distributing thousands of food packages during holidays and a donation matching program.
