Tnuva Shop Display
Translation (from right to left)
Tnuva Washing Powder
Be Strong and Courageous
From the Garden to the Consumer
Tnuva Dairy products
This is a photograph of a shop display of Tnuva products. A small selection of jars, cans, and bottles are stacked in front of a large sign advertising Tnuva products.
On the far right-hand side of the photograph is a small sign advertising Tnuva washing powder. The large sign in the centre of the picture is divided into three sections. One section reads, “Be Courageous and Strong – Tnuva Milk” and has a large picture of a smiling, healthy-looking boy with a glass of milk in his hand. It is interesting to note that the slogan uses Moses’ blessing to Joshua towards the end of Moses’ life. Another section has a drawing of a farm with a large tin can laying on its side with fresh produce spilling out of it. It is reminiscent of a cornucopia with the produce coming out of a tin can rather than a basket. The caption above the drawing reads “From the Garden to the Consumer” and below it lists “jellies, canned fruit, canned vegetables.” The last section has a drawing of two cows with a large cheese board between them on which there are several varieties of hard cheeses. Above the illustration is written, “Tnuva Dairy Products.” Across the top of the display the name “Tnuva” is written in large block letters with the company’s logo on both sides.
Would You Like to Know More?
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.
Hebrew teachers can use this photograph when teaching the vocabulary needed to shop in a grocery shop or supermarket in Israel.
Science and Israel Studies teachers can use the photograph to discuss the Israeli diet.
Economics teachers can use this resource when discussing the history of the food industry, cooperative marketing companies, and the influence of global economies.
In Jewish Studies lessons this can be used in lessons in the run up to Shavuot, when it is customary to eat dairy foods.
What is the name of the company that appears at the top of the photograph?
What is displayed at the bottom?
Look at the three parts of the display.
What is drawn on each part?
What is written?
What products are being promoted?
Reading Between the Lines
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 display was created?
Explain your answer.
Describe the range of products that Tnuva is advertising.
Do you find this surprising?
What generalisations can you make about the Israeli diet from the display?
Do you like to eat the products that are displayed in the photograph?
Are they part of your diet?
What types of products are displayed in your local grocery shops and supermarkets?
Modern grocery shops and supermarkets stock a large selection of fresh fruit and vegetables from around the world.
What technology has allowed shops to stock fresh produce all year round?
Rami Levy is a large supermarket in Israel. Browse their website to see what they sell.
How does the selection compare to the products at your local shops? Find foods that you have never tasted before but would be interested in trying.
On which Jewish festival is it customary to eat dairy food and why?
For younger students - Create an Israeli grocery shop in your classroom.
Each group of students can prepare a display for a category of foods.
Make signs and labels for the products in Hebrew.
Using fake Israeli money, students can work and shop in the store.
Read this article about food shopping in Israel. Create an online presentation about the various shopping options in Israel.
Write a skit in Hebrew of a food shopping outing in Israel.