The Israeli boutique brewery “Alexander” is launching a product and campaign for the farmers of the enveloping area whose fields have been burned in recent months as a result of kite terrorism.
The brewery creates a special beer produced with wheat from the Gaza envelope fieldswhich will be issued in a limited edition in order to transfer all profits from the sales back to the southern farmers.
“Every farmer is waiting for harvest, and once a year we get to see the product of our Sisyphean work and there is no greater frustration and pain than to see your work erased in a moment.” So Reuven Nir, the field crops manager at Kibbutz Mefalsim and Kfar Aza, describes what he and his colleagues have been through in recent months.
The Alexander Brewery, founded more than a decade ago by Ori Sagy, operates out of a vision to produce excellent Israeli beer and to provide a quality Israeli product like any other food and drink. The quality and flavor of the beer are determined by the raw materials that one of them is anIsraeli wheat from the southern field.
Ori Sagy, CEO and Founder of Alexander brewery: Beer is a drink that begins in the field, barley and wheat. From the beginning we chose to work with Israeli wheat from the fields of the south as one of the ingredients in our beer. I grew up as a farmer, the connection to fields and plants is part of me, and I cannot remain indifferent to the heartrending scenes of fields and crops burning. My heart is with the farmers.
We make excellent Israeli beer that expresses the excellent wheat grown by our fellow farmers. I invite everyone to take part and enjoy twice – both excellent Israeli beer and a little help for the heroic farmers in the Gaza envelope who are going through difficult months.
The project was initiated by the Leo Barnett Israel advertising agency for the brewery. Leo Burnett is an Israeli advertising agency owned by Leo Burnett and the Publicis Group. This week, the firm made an impressive achievement when it was selected as one of the top five branches in the Leo Barnett chain.
More on Alexander brewery- http://alexander-beer.co.il/