Fox Will Not Buy Noy Hadar Chain After Talks Collapse
Fox Group, controlled and managed by Harel Wiesel, announced today (Sunday) that the talks it had been considering with the produce and fruit retail chain Noy HaSadeh, owned by Noy Hadas, ended without a purchase.
As reported recently, Wiesel informed the Israel Securities Authority that Fox had conducted negotiations and due diligence for the full or partial acquisition of the produce and fruit chain, which generates close to NIS 250 million a year. In a statement Fox sent to the Tel Aviv Stock Exchange today, it said, "Following the report regarding negotiations to acquire control of the Noy HaSadeh chain, the company hereby updates that during a meeting between the parties held today, June 7, 2026, it was decided not to continue the negotiations between the parties and to stop the process of completing the due diligence, due to fundamental disagreements between the parties on several issues."
As noted, this was supposed to be the veteran businessman’s first foothold in food retail, and specifically in fruits and vegetables. Recently, Fox Group took over the rights to market Dyson products in Israel, and about three years ago it also entered the restaurant sector with the American burger chain Shake Shack.
In Fox’s original announcement last Wednesday, it said that "as part of the strategy of examining business opportunities to expand and diversify the company’s portfolio, the company is negotiating to acquire control of the Noy HaSadeh chain, which was founded by Noy Hadas in 2012 and specializes in marketing fruits and vegetables, alongside deli products, pastries, dairy and cheese products, and additional related items."
Noy Hadas’s produce chain, led by the 34-year-old businesswoman, already has 17 branches across the country, two large logistics centers and an online operation, which together generate close to NIS 250 million a year. She founded the chain about 13 years ago, when she was a discharged soldier, relying on her family’s knowledge of marketing produce as the daughter of a farming family from northern Israel.
We contacted Fox and Noy HaSadeh for comment, and their response will be included when received.
