Mizian: Bringing the Flavors of Morocco to Israel
More than a million people in the State of Israel will have the opportunity to celebrate New Year’s Eve in the best tradition of Moroccan Judaism today, thanks to the efforts of Mizian. This company, founded by chef Avi Levy and businessman Avi Moshe, imports spices, delicacies, and flavors directly from Morocco to Israel.
The idea for Mizian came about when Levy and Moshe, who had been friends for several years, took a trip to Morocco. Levy’s connection to Moroccan cuisine was well-known, but it was a new experience for Moshe, who comes from an advertising and marketing background. However, the trip sparked an idea and led them down a path they never expected.
The COVID-19 pandemic brought about a change in Moshe’s career trajectory. With the advertising and marketing industry undergoing significant changes, he realized that people were turning to food during these uncertain times. This realization prompted him to explore the importation of food products, particularly those with a connection to Moroccan culture.
Importing from Morocco posed a unique set of challenges compared to other countries that Moshe had previously worked with. The country is primarily agrarian and does not have the same level of organization when it comes to imports. Finding suppliers for each step of the packaging and shipping process proved to be time-consuming and at times frustrating. However, after almost two years of hard work, Mizian was able to establish a production line that ensured a smooth importing process.
Mizian’s vision extends beyond spices and raw materials. The company plans to introduce additional products such as unique olive oils, jams, and couscous to the Israeli market. To ensure quality, Moshe relied on Levy’s culinary expertise and his own ability to assess the products. They also personally visited the growers and farms in Morocco to witness the entire process from start to finish.
The challenge now lies in penetrating a busy and competitive market. However, Moshe believes that Mizian’s combination of Moroccan products coupled with Levy’s culinary skill sets them apart from competitors. With a significant number of people in Israel having a connection to Morocco, the company already has a sympathetic audience. Challenges still persist, such as shipping logistics and explaining the smaller sizes of their products to customers accustomed to larger quantities. However, Moshe and Levy are confident in their ability to overcome these obstacles.
Mizian’s dedication to bringing the pure and concentrated flavors of Morocco to Israel is admirable. Their commitment to sourcing directly from growers and farms sets them apart from other companies. As Israelis prepare to celebrate the New Year’s Eve holiday, they can look forward to adding an authentic Moroccan touch to their festivities with the products imported by Mizian.