Yohananof Opens Second Rehovot Community Supermarket Branch

Following the success of its inaugural branch in Beit Shemesh, the Yohananof supermarket chain is expanding its "Community Supermarket" project, launching its second branch in Rehovot. The new branch was opened in close cooperation with the Rehovot Municipality and the "Lemaan Achay" association, as part of the expansion of the operational arm of the chain's long-standing charity project, "Kulanu Mishpacha Achat" (We Are All One Family).

Around 800 subsidized products for supported families

The new branch in Rehovot, located at 1 Goldin Street, covers approximately 120 square meters and offers about 800 basic food and consumer products at prices subsidized by dozens of percent compared to market rates. The inauguration ceremony took place in the presence of the chain's CEO and owner Eitan Yohananof and Rehovot Mayor Matan Dil, featuring a performance by singer and creator Shuli Rand.

The store operates on a non-profit model designed to provide a direct response to the cost of living crisis. Shopping at the location is granted exclusively to families recognized by the welfare and social services departments of the municipality, using a dedicated card issued for them. This community model allows families to choose products themselves from the shelves in a dignified manner, instead of receiving closed distribution packages.

The expansion of the community supermarket—from Beit Shemesh as the first branch to Rehovot as the second—is part of a much broader community activity by Yohananof. Within the framework of the "Kulanu Mishpacha Achat" project, operating for about a decade, the chain leads the distribution of tens of thousands of food baskets during holidays to needy families, lone soldiers, Holocaust survivors, and bereaved families, alongside a public matching donation mechanism.