Meet the French immigrant behind Israel's fast-growing gourmet delicatessen brand
Yonathan Bensoussan immigrated from France alone at 17 to serve in the IDF, became a social media star through viral videos and turned his passion for gourmet aperitif foods into a growing delicatessen business, with new locations, a food truck and a loyal following
Yonathan Bensoussan, a French immigrant, has built a fast-growing gourmet delicatessen brand in Israel. Born and raised in France, Bensoussan immigrated to Israel at 17 to serve in the military. He later drifted between various jobs, struggling to find his calling. A herniated disc forced him to quit his job and recover at home, during which he discovered a talent for sales and connecting with people.
Working in a housewares store for 10 years, Bensoussan found his true passion in sales and customer interaction. One of his videos went viral, catapulting his social media presence. Bensoussan decided to go independent in 2013, setting up booths in shopping malls to demonstrate cookware and share personal content. The pandemic hit just as his business was gaining momentum, forcing him to adapt and find new opportunities in the digital space.
Bensoussan now has over 100,000 followers on TikTok, tens of thousands on Instagram, and posts regularly on Facebook. He has become Israel's aperitif guy, sharing his love for gourmet foods, especially during Shabbat. Bensoussan maintains a simple, authentic approach to his business and personal life, connecting with his audience through his genuine enthusiasm and positive energy.
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