How a Former High-Tech Exec Revived Jaffa’s Food Scene with a Farmers Market

Niv Tubul walks like a proud father among the stalls of the Jaffa Farmers Market. He has every reason to be. Not only is the market celebrating its first anniversary—an impressive feat considering its complex starting point—but it is also a resounding success. "Thousands of people pass through here every week, half of them live right here in Jaffa," he shares with a smile. "They come both to shop and to hang out. This is my vision."

From High-Tech to Market Life

Born as a private initiative by Tubul, who managed to enlist the Tel Aviv-Yafo municipality, the market sets up every Wednesday afternoon through evening. Dozens of farmers and small producers offer their goods, creating a small miracle in a neighborhood that until recently suffered from a severe lack of tourism. The market is located in the open plaza next to Amiad Street, blending organically with the surrounding flea market vibe.

Tubul, 32, was a high-tech marketing professional until just a year ago, working for Playtika and Yoav Blach's startup. Realizing he wanted to follow his passion for food and entrepreneurship, he quit. A life-changing trip to Mexico inspired the concept. "In Oaxaca, the central market is amazing, and the market in Mexico City is the biggest in the world. I sent my first message to the Tel Aviv municipality from there."

A Vibrant Community Gathering

Today, the market offers a meticulous mix of fresh produce, street food, and social gathering. Visitors can find exotic organic vegetables from the Habibian Farm, artisanal sausages, fresh mozzarella, and locally brewed tonics. Tubul is acutely aware of the image of expensive farmers markets and strives to keep prices accessible, offering a glass of wine or street food snacks for around 30 shekels.

What to Buy at the Market

• Habibian Farm: A must-stop for hard-to-find organic vegetables and seasonal greens.

• Petel Eretz: David Sagi’s stall featuring fresh raspberries, raspberry vinegar, and raspberry liquor.

• Hagai Lavavi Charcuterie: Exceptional handmade pastrami and pancerta.

• Adon Shifon: Artisan sourdough breads, including green garlic loaves and gourmet focaccia sandwiches.

• The Small Dairy from Geva Haim: Incredible fresh mozzarella and stracciatella.