A booth for Mehadrin.

Mehadrin is one of Israel’s largest growers and exporters of fresh produce. It grows citrus, avocados and dates and ships them worldwide under brands such as Jaffa.

The booth is two open islands under one long floating light-box sign. Juicy, liquid fruit shapes in orange, yellow and green run across white walls. On one side is a long bar facing a “We spread out globally” map, next to a big “From seed to shelf” wall. The other side has a “Farmers of today, farmers of tomorrow” wall, a lounge and a green meeting room. An LED band on top reads “The sweetness of nature”.