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Business I Interview

There isn’t a high street in Israel that doesn’t have its own Golda or Anita ice cream parlor. The success story behind the chain starts in a small kitchen in Tel Aviv where a mother and her two sons conjured a dream made of glory and gelato. Just before an Anita shop makes its grand opening on Times Square New York, we sat down with the Golda and Anita marketing VP Adi Erez Avital, for a chat about the company’s journey so far, the challenges ahead and her vision for the future “Hard work is the key to success”

Everything started 20 years ago, when mom Anita sat making her delicious ice cream in her kitchen on Shabazi street, Tel Aviv. Her sons Nir and Adi believed there was business potential in their mother’s heavenly gelato, and indeed, it’s safe to say there isn’t an Israeli adult or child that hasn’t delighted in a cup or a cone of Anita or Golda ice cream since then. Adi Erez Avital has been part of the Anita team for ten years now. A chance meeting at the Anita shop in Neve Tzedek where she had come for an ice cream turned into a love story, then a marriage, and three kids. But even before she married into the Erez family, she started helping out at the shop and fell in love with the job, as she loved seeing the joy ice cream brings to people. Erez Avital has been

40 ATMOSPHERE SEPTEMBER 2023