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There is no doubt that Israel is one of the world’s great success stories. Israel began its journey as a young country and transformed into a regional power in many areas. After seven decades of support and investment, it’s time to reap the fruits that Israel has to offer. It's time to Harvest Israel. My Tree in Israel connects Israel supporters from all over the world to the Land of Israel and Israeli farmers by offering them the opportunity to adopt an olive tree in an Israeli farmer's olive grove and in return, receive six bottles of their very own brand of olive oil, shipped directly to their doorstep.

Why do people connect to this concept?

We recognize that more and more people from different countries around the world yearn to express their support for Israel in a very personal and innovative way. One of the most important components in cultivating an ongoing connection between Israel supporters and Israel is the connection to the Land of Israel. A rooted and value-based connection to the land, agriculture, and farmers creates a deep connection over the years. This is why people from all over the world see My Tree as the robust bridge between them and the Land of Israel as something new and innovative.

We are so excited to hear from our adopters that connecting them to Israel arouses in them deep emotions towards Israel. They feel proud to be a part of this initiative and have something tangible in the Land of Israel. They feel a part of Israel's success story and see it as a fantastic way to support Israeli farmers and promote the Israeli economy directly. Many enjoy growing the Jewish people's connection with the Land of Israel and are so excited to give their private brand of olive oil as gifts to their loved ones. Some were moved by the option to adopt a tree in memory of their loved ones. 

Many of our communities use this special program as a delicious fundraiser under the slogan "Promote Israel while supporting your community." Our partnered synagogues, communities, JCC branches, and schools see our platform as a fantastic way to strengthen their member's connection to Israel and see the privately labeled olive oil as special and fabulous.  This is why Everybody wins here: Israel Wins, The Israeli farmer wins, The communities win, and our adopters Win! A real WIN WIN WIN WIN!

Meet The Team Leaders

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Kobi Assaf - CEO

When Kobi decided to found the company, in his vision, he sees two main goals, the first of which is to constitute a stable and attractive bridge through which people from all over the world will be able to connect to Israel in a very direct, unique and personal way. And the second is to promote the local Israeli farmers who work the land throughout the year. And by doing so, promoting Israeli produce all over the world.

Kobi's confidence and determination to march the company forward are based on the WIN WIN  principle, which is created when My Tree succeeds in achieving these goals. The WIN WIN is manifested from different directions and promises benefits to all parties:

The Adopters - we recognize that there are more and more people from different countries in the world who yearn to express their support for Israel in a very personal and innovative way but no longer by donations, but by investing in an Israeli product like olive oil. Instead of planting a tree somewhere in the forest, our adopters prefer to invest in an olive tree of an Israeli farmer who also gives him a unique return - kosher Israeli olive oil, and extracted from the same plot where his tree grows. More than that, his olive oil bottles are branded with his private brand and sent in a beautiful package directly to his doorstep. Beyond that, the olive tree is something symbolic, tangible and physical that our adopter sitting abroad can be proud of, and even pay their farmer a visit during their next trip to Israel.

The local communities - to my delight synagogues, congregations, and schools see us as a great way to connect community members to Israel and use this community fundraising platform to simply "Promote Israel while you also support your community".

Our Farmers - when the farmer joins the My Tree family, he can work his land knowing that there are already people waiting eagerly for the fruits of his labor. In addition it gives him personal and financial security because My Tree pays him higher than the market price in Israel. The choice of the farmers and the oil mill where we produce the olive oil is done very carefully to ensure its high quality.

The State of Israel - The investment of our adopters assists the  agriculture industry and the Israeli economy by investing foreign currency in the Israeli economy. This is without mentioning that olive oil has many aspects: historical, religious, symbolic and of course many health values, olive oil is mentioned in the Bible which indicates our roots in the Land of Israel.

Kobi has over 30 years of experience in senior management positions in the business world in Israel, both in the retail market and in the institutional market, and today devotes all his time and energy to the success of his venture. He lives in Binyamina with his wife and four children.


Yishai Gelb - VP

Yishai Gelb is VP of marketing at my Tree in Israel. At the age of 17, Gelb Chose to enter the world of strengthening the international relations between Israel lovers and Israel. Starting with an internship role at the municipality of Accor, Gelb continued to hold a position in the non profit Connections Israel as Project Manager. At Connections Israel, Gelb connected individuals, synagogues, schools and congregations from North America to the IDF in order to support  lone soldiers serving Israel.

During Gelb's military service in the AIF, Gelb helped found My Tree in Israel with the goal of revolutionizing the way people supported Israel. Israel entered the 21st century as a growing power and success story. My Tree in Israel shares this success with Israel lovers around the world by connecting them directly to local Israeli farmers who create high quality olive oil which My Tree ships out to its family of adopters with their private label. 

The idea that people can support Israel, not in the form of a donation, but rather by investing in an Israeli farmer who produces a beautiful product in return, all while preserving the meaningful feeling of support for Israel is the game changer. Israel is a light in a dark place in the world thanks to previous generations' support. Today they can reap the fruits of their investments!

Gelb envisions that every community and school in North America will join my Trees partnership program and connect their members to Israel through the olive tree, and to reach Israel lovers from all around the world uniting them around Israeli ingenuity, agriculture, and technological advancements.

Gelb lives in Jerusalem and is a student at the department of political science and international relations  at the Hebrew University in Jerusalem.


Ofir Assaf - Logistics Director

Ofir joined the team from day one, and holds the position of logistics director. Ofir is very connected to the main idea, to connect people from all over the world to Israel. Ofir is entirely focused on the logistical responsibility that begins when receiving a new adopter for the my tree family, and ends only after the package arrives at the adopters doorstep immediately after harvest.

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