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Ex-High-Tech Exec Burns Cash to Fight Israel's Supermarket Monopolies
Former high-tech executive Kesem Li founded the HaChishuk supermarket to fight high living costs and intermediary prices in Israel. Despite admitting to significant financial losses, the store has attracted a wide range of customers.
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What happened
- 01Kesem Li founded HaChishuk supermarket to combat high living costs and intermediary prices.
- 02Li admits to "burning money" but has attracted a diverse customer base.
- 03The supermarket avoids major brands like Strauss and Osem and sales promotions.
- 04HaChishuk focuses on lesser-known, less expensive brands and smaller suppliers.
- 05The path to profitability for the new supermarket remains a challenge.
HaChishuk deliberately avoids major brands and sales, focusing instead on lesser-known products and smaller suppliers, though profitability is still a distant goal.
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