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.
The logo, 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.
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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.