Israeli Spread Brand CEO Proposes to Partner with Personalized Jar Lids in Supermarket

Ziv Sherman, CEO and founder of the Israeli spread brand "Allehem," created a unique marriage proposal for his partner Hadar by printing "Hadar, will you marry me?" with a small red heart on the lids of his product jars. He arranged for these jars to be stocked on supermarket shelves, then took Hadar shopping and casually asked her to check the pesto jars. When she noticed the message on the lids, she was overwhelmed with emotion and even received spontaneous congratulations from other shoppers. Sherman and Hadar met six months ago and got engaged the previous Thursday in a private ceremony.

Sherman, 39, started his business journey at age 26 after returning from Australia. Without prior culinary or business experience, he began making homemade jams from surplus fruits under the brand "Rivla" and gradually expanded to a market stall and then a factory in Ma'alot-Tarshiha. Today, "Allehem" employs about 25 workers and produces roughly eight tons of spreads daily, including 21 varieties of refrigerated spreads and aioli. Despite challenges such as heavy loans and wartime conditions, the company has grown significantly.

The brand's flagship product is a unique pesto recipe free of pine nuts and Parmesan cheese to accommodate allergies and kosher dietary laws. "Allehem" holds over 50% of the Israeli pesto market and sources most of its locally grown basil. Sherman has also developed a patented sweet spread called "Petit Beurre" in memory of his late mother. Despite commercial success and partnerships with major companies like Strauss, Coca-Cola, and Lehman Lissel, Sherman remains connected to his employees and northern Israel. His long-term dream is to achieve financial security, start a family with Hadar, and eventually work in teaching or social work.