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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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 Israel. Since 2014, Tnuva has been owned by a Chinese state company.
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.
Aruchat Eser - 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.
