Tnuva Cheese Advertisement
Eat Tnuva Cheese
Jezreel, Emek, Tabor
For breakfast, for a mid-morning snack, as a meal on its own
This is an advertisement promoting Tnuva cheese. It is made up of two different photographs with the same caption under each. The photograph on the right is of a young boy eating a cheese sandwich. He is sitting at the table with a plate and a knife, taking a bite out of a sandwich. The photograph on the left is of a woman eating a cheese sandwich at her desk in her office. She looks as if she is a secretary taking a lunch break. There is a manual typewriter on her desk, and a man is walking past. The caption under both photographs reads: “Eat Tnuva Cheese. Jezreel, Emek, Tabor. For breakfast, for a mid-morning snack, as a meal on its own.” Jezreel, Emek, and Tabor are the names Tnuva gave to three different types of hard (yellow) cheese, each named after an area in the Lower Galilee. Only Emek cheese is still manufactured today. The clothing and hairstyles along with the manual typewriter suggest the advertisement is from the 1950s.
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Dairy on Shavuot - The Shavuot custom of eating dairy food first appeared in Rabbi Isaac Tyrnau’s Sefer haMinhagim - Book of Customs printed in 1566; however, the reason for the tradition is not explained. Over the subsequent years, a number of religious sources elaborated on reasons for the custom. Rabbi Israel Meir Kagan, also known as Chafetz Chaim, dated the tradition back to Mount Sinai. When the Jewish People received the Torah on Shavuot, they became bound by the laws of Kashrut which included complex laws of ritual slaughter. Due to the length of time it took to prepare the meat, the Jewish People were forced to eat a dairy meal to celebrate the giving of the Torah.
Another explanation is that the Torah, which was received on Shavuot, is compared to milk: “ Like honey and milk [the Torah] lies under your tongue” (Song of Songs 4:11).
Otte Wallish - The Tnuva logo that is shown in the photograph, created in the 1930s by the designer Otte Wallish (1903–1977), considered the first Hebrew graphic designer, contains the letters “T” in English and “ת” (taf) in Hebrew. Wallish’s designs include the calligraphy of the Israeli Declaration of Independence, the first logos of Israeli manufacturers Tnuva and Osem, and the first Israeli postage stamps.
Tnuva - The food company Tnuva was founded in 1926, when the leaders of the kibbutz movement decided to form cooperatives to distribute and export several types of food products. Tnuva was created to market dairy products and later also meats and soon became the largest food manufacturer in IsraelSince 2014, Tnuva has been owned by a Chinese state company.
The Israeli Diet - The Israeli diet is a Mediterranean diet that is greatly influenced by its abundant agricultural produce. Due to Israel’s rich diet of fresh fruit and vegetables and its wide variety of dairy products, it is considered one of the healthiest in the world.
Morning Aruchat Eser Break - Aruchat eser, literally the 10:00 a.m. meal, was a standard of Israeli schools and workplaces in the early decades of the State. The work and school day began between 7:00 and 8:00, or sometimes earlier, so it was customary to take a mid-morning snack break around 10:00. School children and workers brought food from home, often a sandwich and, perhaps, a piece of fruit. Aruchat eser is still eaten in Israeli schools today. Schools generally end by 2:00 p.m., and children either go home for lunch or stay for afterschool activities where they receive a hot lunch. In both cases, lunch is eaten quite late in the day, so aruchat eser is still regarded as an important snack which gets children through the day.
Israel Studies teachers can use the advertisement to discuss Israeli eating habits, aruchat eser, and Israeli food industries.
Science teachers can use the advertisement when teaching about nutrition and diet.
In Jewish Studies lessons this advertisement can be used when learning about Shavuot, when it is customary to eat dairy foods.
What is being advertised?
Which company is being advertised?
Describe the people in the photographs.
When is the company suggesting that people eat cheese?
What are the names of the cheeses that appear in the advertisement?
Reading Between the Lines
What is the message that the advertisement is trying to convey?
What types of cheeses are being advertised?
What other types of cheese does Tnuva produce?
What do the names of the cheeses mean?
Why do you think the company used these names?
What is Tnuva?
When was the company created?
What was the company’s initial purpose?
What does the company do today?
When do you think this advertisement was published?
Which elements hint at this date?
Many new immigrants to Israel blog about their experiences.
One common topic is the Israeli tradition of , the mid-morning snack.
Search the internet for blogs about .
What did you learn about ?
Did you have a mid-morning snack when you were in primary school?
If so, until what age?
Would you like to be able to take a break mid-morning for a nutritious snack?
Do you think this would affect your ability to learn?
Tnuva’s product line has changed a lot since the early days of the State of Israel.
Look at their products online. Which products do you think are newer? Explain your answer. What products do you think they should add to their line?
On which Jewish festival is it customary to eat dairy foods, and why?
Tnuva remains one of Israel’s largest food brands.
Research their wide selection of products, choose one, and design an advertisement for it.
Create a weekly menu of healthy mid-morning snacks with a different one for each day.
Try following your menu for a week.
Did you feel that these snacks helped you to learn better?