Simon says: "Let me tell you the story of Hashachar Ha'ole: Israel's Chocolate Spread"
#ImagineIsraelTours | #NostalgiaSeries Hashachar Ha'ole: Israel's Chocolate Spread For generations of Israelis, Hashachar Ha'ole isn't just chocolate spread, it's a childhood memory in a jar. Spread thickly on a slice of bread, tucked into a sandwich, or enjoyed straight from the spoon. But where did it all begin? The story starts in 1948, when five brothers from the Wideberg family founded a small factory called Shachar Wideberg Brothers. In its early years, the factory produced tahini, halva, waffles & jams. The brothers chose the name Hashachar Ha'ole - "The Rising Dawn" - simply because they thought the morning dawn was beautiful. In the early 1950s, the factory expanded when the Levkowich family joined the business. New production lines were introduced & modern machinery was imported. Then came the idea that would make Hashachar Ha'ole a household name. The company realised there were already plenty of sweets on the market. What was ...