The firm plants the fruit on its own land, or on leased land, cultivates it, harvests, processes, packs and exports it in a completely lateral operation (though it sells, as required by law, through the Israeli Citrus Marketing Board). This kind of all- encompassing operation gives us flexibility," Mr. Geva states. "We are the only com- pany in Israel to do this." In all, Yakhin controls 19 percent of Israel's citrus pro- duction and processing capacity, owns more than 2,500 acres of groves and has contracts to supervise and cultivate another 17,500 acres. An unusual feature of Yakhin's operations is that many investors from all over the world have been permit- ted to buy small sections of groves, for which Yakhin acts as trustee. Profits are paid when and if they accrue. A part of the harvest is sold as fresh fruit, including Yakhin's scheme of home delivered gift boxes to Europe. But citrus fruit yields more than just fresh fruit, as Yakhin has discovered. The firm squeezed 175,000 tons of citrus over the past season and produced both consumer and industrial products. Yakhin employs 750 workers and many more dur- ing harvesting, a substantial number of whom are new im- migrants from the Soviet Union: Though citrus is the most important product, Yakhin also markets other types of fresh, tinned and bottled goods. The firm farms avoca- do and persimmon (Sharon fruit), owns olive groves and produces a variety of tinned goods, including corn kernels, peas, tomato paste and juice and grapefruit sections. But over the last decade or so, tinned foods have acquired a somewhat old-fashioned association, as consumers turn more to frozen foods. In Israel, the image of tinned foods is even more pro- blematic because so much of it is eaten in the army, where it has a non-gourmet, to say the least, reputation. "We're trying hard to change the im- age of canned foods," says Mr. Geva. And to this end the firm recently ran a contest to find a new name for canned foods, traditionally known as "shimurim" or "preserved foods" in Hebrew. The winner was "kufsanim," which is an adaptation of the word for "container" and has a more modern feel. Says Mr. Geva, "I believe that a company like ours has excellent prospects. ❑ Best wishes for a happy, healthy New Year. Best wishes for a happy, healthy New Year. Best wishes for a happy, healthy New Year. Best wishes for a happy, healthy New Year. ESTHER SEGAL GERRIE & MIKE SPALTER DR. MYRON SPALTER JOSEPH & ROSE BERLINBERG MAE D. BERRIS Best wishes for a happy, healthy New Year. Best wishes for a happy, healthy New Year. ZEE & RAY BERNSTEIN MONIA BORDOLEY 12.11D11 r\11\7 mcn 1111D11 i11W3 rut13`2 to all our friends and relatives. to all our friends and relatives. JACK & BELLE EPSTEIN MILT & DEE FISHMAN We wish our family and friends a very healthy, happy and prosperous New Year SAREE, STEVE, SCOTT & BRADLEY HANTLER May the coming May the coming I wish my family and friends a very healthy, happy and prosperous New Year year be filled year be filled MRS. EDITH GLADSTONE with health and with health and happiness for happiness for We wish our family and friends a very healthy, happy and prosperous New Year all our family all our family and friends. and friends. LIZ & LOU FREEMAN MARILYN & BARRY GOODMAN To All Our Relatives and Friends, Our wish for a year filled with happiness, health and prosperity. ADELE & EARL FRIEDMAN To All Our Relatives and Friends, Our wish for a year filled with happiness, health and prosperity. NORMAN & KATHY STRICOF MEYER & FANNY STERN DR. BERNARD H. STERN & FAMILY Bal Harbour, FL May the New Year Bring To All Our Friends and Family — Health, Joy, Prosperity and Everything Good in Life. LEE & FRED LEVEY POLLY, RICHARD, BRUCE, VICKIE, NEAL ASHLEY, JAIME MARK, MASON May the coming year be one filled with health, happiness and prosperity for all our friends and family. HENRY & MALA DORFMAN THE DETROIT JEWISH NEWS 97