Maj. Gen. (res.) Amiram Levin has joined a new investment venture involving Israeli agritech company GreenOnyx, becoming a director in the startup as it prepares to significantly expand the reach of its flagship product, Wanna Greens.
The move brings the former senior military commander into a business focused on food innovation and healthier eating, marking a shift from his long career in Israel’s defense establishment toward investment in agricultural technology.
GreenOnyx has developed Wanna Greens using Israeli agricultural technology.
The product is marketed as a nutrient-focused “super-vegetable” that can be eaten directly from its packaging without preparation.
Tiv Taam Prepares for National Expansion
The investment comes alongside a major commercial partnership with Israeli retail chain Tiv Taam, which will receive exclusive rights to market Wanna Greens through its stores.
Until now, GreenOnyx products have had a relatively limited retail presence, being sold primarily through Ruti Broudo’s Delicatessen and Bakery outlets.
The partnership with Tiv Taam is expected to change that, with the retailer preparing to introduce the product across its nationwide network.
GreenOnyx Brings Together Experienced Leadership
GreenOnyx is headed by CEO Dr. Tsipi Shoham, while Ori Watermann, the former chief executive of Shufersal, serves as chairman of the company’s board.
Levin’s appointment as a director adds another high-profile figure to the company’s leadership team as it seeks to move from a niche retail offering toward broader consumer adoption.
The combination of agritech expertise, retail experience and senior leadership from Israel’s defense establishment reflects the company’s ambitions for the next stage of its development.
Levin Connects New Venture to Healthier Living
Levin said his involvement with GreenOnyx represents a major change from much of his professional life.
“For half of my adult life, I was in the IDF, engaged in combat,” he said, describing his new role as part of an effort to contribute to a healthier way of living.
Levin also highlighted his relationship with Tiv Taam CEO Hagai Shalom, a fellow former member of the General Staff, describing their collaboration as one of the most substantial partnerships he has experienced.
Tiv Taam Backs the Consumer Appeal
Hagai Shalom said Tiv Taam was attracted to Wanna Greens because of its combination of health, convenience and ease of consumption.
According to Shalom, the product can be incorporated into a wide variety of meals while adding a distinctive green appearance and a natural flavor.
He said consumer testing conducted by the company produced encouraging results, with people who sampled the product responding positively to the experience.
Shalom said the retailer’s objective is to make healthier and enjoyable food options easier for consumers to access.
GreenOnyx Emphasises Fresh and Unprocessed Food
Shoham said the partnership reflects Tiv Taam’s willingness to identify promising food innovations and introduce them to consumers.
She pointed to a broader connection between fresh, minimally processed food and long-term health, arguing that dietary choices can play an important role in disease prevention.
The GreenOnyx chief executive said Tiv Taam has created an environment where innovation can be developed while consumers retain greater freedom of choice.
Wanna Greens Moves Toward a Wider Market
The Tiv Taam agreement represents an important expansion opportunity for GreenOnyx, potentially taking Wanna Greens beyond its previous presence in select premium food outlets.
With nationwide distribution planned, the company will now have an opportunity to test whether its ready-to-eat vegetable concept can attract consumers on a much larger scale.
The venture also places GreenOnyx at the intersection of Israeli agricultural technology, retail innovation and the growing demand for convenient food products associated with healthier lifestyles.
A New Chapter for Israeli Food Innovation
Levin’s entry into the company and the exclusive Tiv Taam partnership signal a significant new phase for GreenOnyx.
With Shoham leading the business, Watermann overseeing its board and Levin joining as a director, the company has assembled a leadership team with experience spanning technology, retail and national institutions.
The planned expansion of Wanna Greens could therefore become an important test of whether advanced Israeli agritech can translate into a mainstream consumer product while maintaining the convenience and fresh-food qualities that GreenOnyx says distinguish its offering.
