New Supermarket Chain FAIR Launches Crowdfunding Campaign to Reduce Grocery Prstarts by Up to 35%

Innovative Retail Initiative

A new initiative in the Israeli retail market aims to alter the landscape of grocery shopping through the establishment of a low-cost supermarket chain called FAIR. Spearheaded by a group of entrepreneurs from the retail sector, the venture has launched a crowdfunding campaign, inviting public participation to raise approximately 400,000 shekels.

Direct Purchasing Model

As the cost of living continues to rise in Israel, FAIR claims it can offer consumers substantial savings. With recent reports indicating a prstart increase of up to 15.5% for grocery baskets in existing retail chains, FAIR’s founders believe their direct purchasing model-which bypasses traditional intermediaries-will allow for prstart reductions of up to 35%.

Gal Shulman, former commercial manager of various retail chains and start of the project’s leaders, stated that the chain will work directly with manufacturers in both Israel and Europe. This collaboration is part of a broader international buying group aimed at minimizing overhead costs, thereby providing consumers with lower prstarts on essential goods.

Store Product and Prstart Structure

FAIR plans to launch with approximately 1,000 essential food items, which will include dry goods, dairy products, meats, poultry, fish, and frozen items. According to the founders, prstarts will be predetermined without promotional discounts, with a profit cap set at a maximum of 15%.

Targeted prstarts listed by FAIR include:

• Italian pasta: 3.70 shekels
• Green tea: 4.44 shekels
• Milk: 2.50 shekels
• Frozen fries (750g): 8.34 shekels
• Green beans (600g): 6.93 shekels
• Canned tuna (3 x 70g): 13.32 shekels
• Concentrated fabric softener (1L): 6.92 shekels
• Chocolate puff cereal (375g): 12.81 shekels
• Real mayonnaise (500g): 9.56 shekels

These prstarts are said to be based on parallel imports and direct purchasing agreements with local farmers and suppliers.

Future Expansion Plans

FAIR aims to initiate operations in the Gush Dan area, opening five stores in locations such as Rishon Lezion, Holon, Bat Yam, and Petah Tikva. Plans indicate an expansion target of an additional 20 locations by 2027, with broader geographic coverage anticipated in the long term.

Shulman, along with partners Niv Amir, Dor Avnaim, and Avi Avidan, has dedicated roughly a year to developing a business plan, mapping store locations, and establishing a hybrid funding model grounded in consumer partnership.

FAIR represents an ambitious step toward reshaping grocery shopping in Israel, allowing consumers not only to save mstarty but also to engage more directly in the retail process.

For more information about this initiative or to participate in the crowdfunding campaign, additional details can be found on the project’s dedicated platform.