Right after his departure from 'Game of Chefs': Moshik Roth's new job
The first Israeli chef to win Michelin stars has been chosen to lead the well-known agricultural brand 'David Moshe' from the Western Negev in a massive new campaign.
A culinary-agricultural connection was recorded this week on the set of 'David Moshe', the well-known agricultural produce brand. Nir Gal, CEO of the company 'Totzeret HaNegev' which markets the brand, met on set with the new presenter, chef Moshik Roth.
The two arrived on set for the filming of the brand's new campaign, produced with an investment of about 4 million shekels. The campaign is intended to emphasize the deep connection between the professional culinary world and fresh, high-quality raw materials arriving straight from the field.
Beyond the professional work in front of the cameras, the two used the time for a conversation about Israeli agriculture. The discussion revolved around the produce of the fields of the Western Negev and the Gaza Envelope communities, and the central role of basic, high-quality raw materials in creating excellent dishes in the kitchen.
The main goal of the collaboration is to rebrand the produce of 'David Moshe', not as simple raw material, but as an inseparable part of a rich culinary experience accessible to every home kitchen in Israel.
Moshik Roth, who was etched into culinary history as the first Israeli chef to win Michelin stars, will be the new face of the brand. As part of his role, Roth will lead the messages emphasizing quality, freshness, and deep appreciation for Israeli agriculture, values that form the core of 'David Moshe's' operations.
The 'David Moshe' brand is marketed by 'Totzeret HaNegev', a cooperative society owned by the kibbutzim of the Western Negev and the Gaza Envelope, and is one of the central agricultural marketing bodies in Israel.
