The October 7 events left their mark on Israeli society and they affect each and every one of us personally. The startup company Better Juice, which deals with reducing sugars and converting them into dietary fiber naturally, under the leadership of the entrepreneurs Gali Yarom and Dr. Eran Belchinsky, decided to join the unique project Next October. Time, the fruit of the initiative of Yizhar Shai, an entrepreneur and former Minister of Science, whose son Yaron Shai was also killed on that black day, while protecting and saving the lives of many.
Gali Yarom, co-founder and CEO of Better Juice, states: "The October 7 events claimed the lives of many of our good people, and it is our duty to actively remember them - to continue their legacy, to learn their path, to remember what and for whom they risked their lives. This is one of the most significant initiatives designed to illustrate the strength and power of the meeting point between technology, values and heritage that provide opportunities to create continuity and do good to the world. In addition, this initiative succeeds in consolidating us all into a strong and embracing community that gives a lot of hope."
Yarom added: "I know Ella Chaimi, the late Tal Chaimi's partner, personally, so as soon as I was exposed to this unique project it was clear to me that we would like to take an active part in the commemoration of Tal, who showed courage and heroism when he went out to fight together with his friends in the standby class , about the life of his family and the lives of the members of Kibbutz Nir Yitzhak. The special man we had the privilege of knowing in these unfortunate circumstances was a generous man, a devoted family man, smiling and the first to volunteer and help, also in fulfilling the dreams of others. As a man who loved nature, some of the commemorative actions that we will hold will reflect some of his values and the activities that he loved to do, such as a joint trip in nature that we are holding these days in the presence of his family and those who cherish his memory, and later, the establishment of a community garden in his memory that will bring pleasure to visitors."
Or Goldin, the sister of the late abductee Tal Chaimi, adds: "We were moved to hear about Better Jose's choice to perpetuate Tal's memory and the fact that this is an ongoing connection touches our hearts deeply and gives us a boost. It is important to remember that each of the fallen was a world in its entirety, so this is an excellent opportunity to tell the world who Tal was and to emphasize the great loss in his absence. The project reflects the Israeli spirit that combines technological development with the preservation of heritage and memory, and shows how technology and values can be combined to create a better future, so this could certainly have been their will."
About Better Juice
The Israeli start-up company from the worlds of food-tech, was established in 2018 by a team of biochemists and microbiologists from industry and the Hebrew University of Jerusalem, with the aim of helping the food industry and beverage manufacturers to produce better fruit juice with a reduced sugar concentration. Thanks to unique breakthrough patents it has developed using fixed enzymes that break down sugars in natural sources, it presents a reduction of up to 80% of sugars in juices, concentrates and fruit purees.
In its beginnings, the company was funded and supported by Strauss' food-tech incubator The Kitchen Hub. Today, the company is in the commercial stage and provides a response to its customers in an advanced factory that it established in Nes Ziona in order to serve them optimally. Our vision for a better and healthier world is already here.