Shirel Hogeg Steps Down as CEO of AM:PM
AM:PM CEO Shirel Hogeg is stepping down from his role at the Dor Alon company. A prominent activist since the October 7 massacre, Hogeg has been a vocal critic of the government and a co-founder of the "Kumu" movement.
CEO of the AM:PM chain, Shirel Hogeg, is ending his tenure at the Dor Alon company, owned by Moti Ben-Moshe, and the energy company is already looking for his replacement, it has been learned by ice.
Hogeg joined the supermarket chain in 2023, following senior positions at Electra and Nestle. As a resident of Ofakim and a member of a family and community from Kfar Aza that were harmed in the horrific massacre on October 7, Hogeg became a prominent activist. He is remembered for that interview on Channel 14 at the beginning of the war, where he harshly criticized Prime Minister Benjamin Netanyahu and Minister Itamar Ben Gvir, both for not taking responsibility and for spreading incitement and polarization.
In an interview at the beginning of the year to the ynet website, he said:
"I think that in recent years we have all understood that there is a systematic strategy of division here."
Regarding the October 7 massacre, he blames "everyone. Everyone whose hands were on the wheel. Both the army and the political echelon."
In that same interview, as in others, Hogeg reiterated that he does not see himself as a Knesset member despite the approaches he received and his meeting with Gadi Eisenkot in December 2025: "In the end, I am a social activist to fix this country. I have no political goals or desires." Also on Radio 103 in January of this year, he said: "I have no goal to be a Knesset member - I am a social activist for fixing the country." However, in ynet he slightly qualified his words afterwards: "I have no goal to join politics, but if I think that is what will change the picture, I will consider it."
Hogeg founded the "Kumu" movement together with Yonatan Shamriz and Omri Shafroni. According to the movement, out of the experience of loss and fracture, he chose to join the struggle for fixing Israeli society and restoring public trust in state institutions.
Shirel acts within the framework of "Kumu" to connect Israelis from all ends of society, to promote security and equality, and to demand accountability and transparency from the country's leadership. His commitment stems from a deep belief in the power of true solidarity, in the urgent need for change, and in establishing a stronger and more just state for all its citizens.
Meanwhile, Hogeg continues to attack the current government. Just a day ago, he posted about a study showing that in the last three years the number of Israelis who emigrated from the country has increased by 50%, and wrote on the X network:
"We must talk about this. A government that drives away its citizens constitutes a strategic threat to the country, more than any external enemy. We do not have and will not have another country. We must win and get it back on track. To reignite hope for people... we must replace the government of destruction. For so many reasons. There is nothing more fateful than this."
