Israel Launches Nationwide Fairs Supporting Reserve Soldiers’ Businesses

Following three years of conflict, Israel is launching a series of fairs titled "Heart for Reservists" across four cities to support businesses owned by reserve soldiers. The initiative aims to thank reservists for their service by promoting their enterprises in sectors such as food, agriculture, design, fashion, lifestyle, and more. The fairs will take place in September in Haifa, Tel Aviv-Yafo, Jerusalem, and Beersheba, each hosting around 100 businesses run by reservists.

The events will be accompanied by live broadcasts on Channel 12 news, with hosts Almog Boker and Menachem Horowitz reporting from the fairs. The fairs follow the success of the "Heart with the North" event, which attracted approximately 40,000 visitors. Organizers encourage reservist business owners who served during the recent war to register for participation via an online form, noting that registration does not guarantee acceptance.

Each fair is managed by local authorities or companies: Jaffa Port, Jerusalem Municipality, Haifa Municipality, and Cinema City Beersheba. The goal is to strengthen "blue and white" purchasing and connect the public with those who paused their civilian lives to serve the country. The fairs will run from September 8 to October 1, with specific dates and locations announced for each city.