From selling pots to 'Israel's Aperitif Man': The success story of an immigrant from France
Yonatan Ben Shushan immigrated to Israel alone at age 17 to enlist in the Paratroopers, and drifted through many jobs until he found his calling. After becoming a web sensation with hundreds of thousands of followers thanks to viral videos, he opened a delicatessen in Rishon LeZion selling delicacies for Kiddush and hosting. Now he is expanding to Jerusalem and Ashkelon, and simultaneously launching a food truck with one special product. Also: the harsh reactions he received after hosting MK Boaz Bismuth.
It is not easy to interview Yonatan Ben Shushan. At any moment someone stops him, hugs him, throws a word, or just tells him they love him. Ben Shushan is what Americans call a 'People Person' — someone who loves people and people love him.
At age 17, he immigrated alone from France to enlist in the army: 'I wanted to be part of the news and not watch the news on TV.' After his military service in the Paratroopers, he began drifting between different businesses. 'I worked in security, at border crossings, in civil intelligence, and mainly tried to make a living and find myself. One day, on vacation in Eilat, I bent down to pick something up and suddenly heard a 'click.' Agonizing pain started, and I realized it was something serious. They checked me and found I had a herniated disc. Suddenly I, a hyperactive person who doesn't rest for a moment, found myself lying on my back at home, without work, and mainly in a very low mental state.'
Slowly he recovered and took a job at a housewares store in Jerusalem. 'There I discovered myself — I am a salesman. People love me, I love people, and the connection was made.' For 10 years he worked at stalls in malls and markets. 'It is a tough world, where you have to get up very early and set up your 'store' every morning, but I loved it. Someone suggested filming me when I do demonstrations with the housewares, and the video gained momentum with a million views. There my activity on the web was born.'
In 2013, he turned the stalls into a show. 'People started seeing me on the networks and would wait for me in the morning at the mall. Slowly I started filming more personal things at home: meals I prepared, and mainly aperitifs and delicacies for Kiddush. This was what I grew up on in France: dried fish roe, quality tuna, anchovies, good sausages, and a glass of Arak. People were really excited about it and kept asking me where to buy it.'
COVID-19 was a blow, but also a turning point. 'A business cannot succeed if it doesn't fall first. It sounds like a paradox, but it is very true. The videos gave me significant support economically, people would come to see me at the stalls and wanted the show from the videos.' Today he has over 100,000 followers on TikTok and tens of thousands on Instagram. 'I do everything alone, without editing and without social media people. It is authentic, without filters, it is purely me.'
Now his goal is to become the 'Aperitif Man' of Israel. 'I am not Rami Levy or Osher Ad. I bring delicacies, and it costs money, but the people of Israel appreciate quality. People love to live, are willing to treat themselves for Shabbat, and understand that there is a blessing in it.' A year ago, he opened his first delicatessen in Rishon LeZion, and this week he signed a contract to open a second one in Jerusalem, with plans for Ashkelon.
Meanwhile, he is developing a food truck selling a flagship Merguez sausage sandwich, produced according to a recipe from his father's butcher shop in France. 'It took me a long time to recreate the exact taste, but this sandwich is a hit. People come from all over the country.'
Recently, Ben Shushan was attacked after hosting Likud MK Boaz Bismuth at the delicatessen. 'For me, every Jew is holy of holies. I wasn't looking to bring in politics; I generally think we need to focus on the unifying. We need to understand that without right there is no left, and without black there is no white. Each of us carries a bag, but you always need to focus on doing and thinking forward with joy. Will I upload videos with politicians again? Definitely. Everyone who enters the store is welcome.'
He attributes his success to two things. Almost every bite in his videos is accompanied by a blessing: 'In honor of the holy Shabbat.' 'Shabbat is a pleasure, and when you are happy, put the Holy One, blessed be He, into everything.' And the shout 'Mamou!' (Mom in French) is the longing for the smell of home and the taste of childhood. 'In this shout, there is all of that.'
