Yonathan Bensoussan Builds Israeli Gourmet Brand From Kitchenware Sales to 'Aperitif Man'

Yonathan Bensoussan, an immigrant from France who arrived in Israel at 17 to join the army, has transformed his career from selling kitchenware to becoming a popular figure in Israel's gourmet food scene. After serving in the paratroopers, he struggled with a serious back injury that forced him to rest and rethink his path. Starting with selling pots and pans at a Jerusalem market, Bensoussan discovered his talent for sales and connecting with people, eventually turning his market stalls into lively shows reminiscent of American shopping channels.

By 2013, he had built a strong social media presence with authentic, unedited videos showcasing his cooking demonstrations and personal life, especially his passion for French-style aperitifs and delicacies. His online popularity grew during the COVID-19 pandemic when physical sales declined, helping sustain his business and expand his audience to over 100,000 TikTok followers.

Bensoussan recently opened his first delicatessen in Rishon Lezion and plans to open more locations in Jerusalem and Ashkelon. He also launched a food truck selling a signature sausage sandwich based on his father's French butcher recipe. Despite political backlash after hosting a Likud MK in his store, he emphasizes inclusivity and unity, welcoming all customers regardless of background.

He attributes his success to spreading joy and quality through food, linking everyday eating to the spirit of Shabbat, and expressing heartfelt nostalgia with his trademark exclamation "Mamo!" (French for "Mom"). Bensoussan aims to become known as Israel's "Aperitif Man," celebrating conviviality and gourmet tastes across the country.

Summary: Yonathan Bensoussan, a French immigrant and former soldier, built a successful Israeli gourmet brand from selling kitchenware to running delicatessens and a food truck, gaining a large social media following and aiming to popularize French-style aperitifs nationwide.

Points: - Yonathan Bensoussan immigrated from France at 17 and served in the Israeli paratroopers. - After a back injury, he began selling kitchenware, discovering his sales talent. - He gained fame through lively market shows and authentic social media videos. - Opened his first delicatessen in Rishon Lezion, with plans for Jerusalem and Ashkelon. - Launched a food truck selling a signature sausage sandwich based on his father's recipe. - Despite political criticism, he promotes unity and joy through food and culture.

Topic: general israel_relevant: true entities: {"people":["Yonathan Bensoussan","Daniel Cohen","Tomer Thomas","Boaz Bismuth"],"organizations":["Likud"],"places":["France","Israel","Jerusalem","Eilat","Rishon Lezion","Ashkelon"]}