Israeli Entrepreneur Transforms Family Biscuit Business Into Iconic Brand with Global Reach

Born in Tel Aviv in 1965, the current CEO of the Biscol Group and chairman of the Food Industries Association at the Manufacturers' Association grew up immersed in his family's legacy. His grandfather, Tzadok Levi, founded a pharmaceutical factory in 1932 that later transitioned into food production, creating the well-known Biscol biscuits with seaweed cream, marketed with the slogan "Eat Biscol, Weigh Less." From age 15, he worked in the family factory during school breaks, learning every aspect of production and sales.

After serving in the Israeli Air Force as an aerial photography officer, he pursued humanities studies at Tel Aviv University while gradually taking over the family business. His leadership focused on modernizing the company and expanding markets, notably entering Russia and Eastern Europe in the 1990s following the Soviet Union's collapse. The company also diversified into cosmetics, launching the Arad brand in 2006, which is sold internationally in countries including the US, UK, and Switzerland.

Today, the Biscol Group operates a production site in Rosh HaAyin with about 40 employees and annual revenues in the tens of millions of shekels. The family has chosen to keep the company private rather than going public. Since 1987, he has been active in the Manufacturers' Association, becoming chairman of the Food Industries Association in 2025. He advocates for balanced regulation and competition policies, emphasizing that responsibility for food prices lies across the entire supply chain.

Looking ahead, he aims to maintain the company’s independence and modest scale without succumbing to market pressures. Outside work, he follows a disciplined routine of early morning walks and enjoys reading science fiction. His story reflects a blend of tradition, innovation, and commitment to Israeli industry.