The project to support reservists and residents of Israeli border communities in the south and north whose businesses were affected by 7.10 is back. 200 businesses were given the opportunity to display their wares at Azrieli Malls as part of the cooperation between the Joint Organization and the Azrieli Group. The Joint is responsible for the connection and support of the businesses, and Azrieli Malls ensures that they have everything they need to be able to sell their wares to the Israeli public.
“Ofer’s Raspberry”: The Story of Mor Baider
On October 7, the world of Mor Baider, 33, a farmer from Netiv HaAsara, changed in an instant. “We were at home with a 4-month-old baby and a 3-and-a-half-year-old girl,” she says. “When the alarms and booms started, we realized this was no ordinary event. We heard gunshots outside the house and conversations in Arabic. We were lucky they skipped our house, otherwise we wouldn’t be here.”
Moshav Netiv HaAsara was among the first places Hamas terrorists infiltrated on “The Black Shabbat”, and 21 residents were murdered there.
After 12 tense hours in the protected room (Merkhav Mugan), with a kitchen knife as their only weapon, the family was evacuated. Today, they live in Ashkelon, with 40 other families from Netiv HaAsara in a multi-story building. Mor continues to manage, together with her uncle Eran, “Ofer’s Raspberry” – the farm named after her father, Ofer, who died three and a half years ago.

From Disaster to Hope: A Story of Renewal
Mor is the third generation of a family of farmers who have been farming for over 40 years. On that day, the Baider family’s farm suffered a fatal blow. “Because of the power outage, there was no irrigation, which only came back on after three days, and we were not allowed to come to the moshav for the first two months,” says Mor.
90% of the plants dried up after the power outage, and the rest were damaged by pests. “It was very difficult,” she admits. “But Eran, my uncle, was determined. He took on the restoration process.”
Slowly and determinedly, and with the help of good citizens, they managed to save the agricultural farm and bring the plants back to bloom and bear fruit. “The citizens of Israel are the most amazing phenomenon,” emphasizes Mor, referring to the volunteers who came to help on the farm. “To this day, volunteers come to us, help with picking and pruning. It’s crazy and heartwarming.”
The Joint and Azrieli support project for business owners from the North, the South and the reservists. Photo credit: Ariel Hanin
Hope in the Malls: Azrieli and the Joint Support Initiative
This is where the Azrieli Malls and The Joint initiative comes in. The initiative, which is taking place for the second time this year, allows businesses from the communities surrounding the Gaza Strip and reservists who have been affected since October 7 to display and sell their products in malls across the country.
“They placed us in a central location in the Azrieli Mall in Tel Aviv, invested in materials and branding. You feel that everyone who needed to contribute, did so,” says Mor.
This project in the malls is an opportunity for further development. Mor produces jams, sauces and other products born from the understanding that being a farmer in Israel is difficult, especially in the shadow of the security reality. “People in the mall are very supportive, excited and want to help,” she says.

Israeli-Style Mutual Guarantee
The initiative allows businesses like “Ofer’s Raspberry” to continue to grow, while maintaining visibility, business and marketing support. The project is taking place in malls across the country, from Tel Aviv to Haifa, between December 3-16. As part of it, approximately 200 businesses will open points of sale at various traveling fairs that will travel across the country in the group’s malls: Azrieli Tel Aviv, Azrieli Ayalon, Azrieli Holon, Azrieli Jerusalem, Azrieli Negev, Azrieli Modi’in and Azrieli Haifa.
As part of the project, the malls will host the businesses and receive assistance with setup and marketing.
Project dates:
Between 3-16.12, businesses will arrive at Azrieli malls: Tel Aviv, Ayalon and Holon
And between 3-9.12, businesses will arrive at Azrieli malls: Jerusalem, Be’er Sheva Modi’in and Haifa