Tomer Zur worked in the agricultural branch of Kibbutz Tzova in the Jerusalem Hills where he witnessed thousands of apples and pears left in the orchard after harvest, along with increasing amounts of rejected containers at the packing house. In 2023, he decided to take action. At his cider mill in the Jerusalem Hills, he produces natural fruit juices, alcoholic ciders, and ciders from these overlooked fruits.

Cider bottles in the production process, Photo: Noam Prisman

Food tour guide Shir Ben Muvchar says: “The lack of market appeal for damaged fruits and vegetables is a widespread issue, leading to significant resource waste. Tomer and his team purchase rejected fruits from farmers across the country and transform them into valuable products. They are supporting Israeli agriculture, helping farms reduce food waste, and promote a zero-waste philosophy. Alongside other regional agricultural businesses, they are advancing a circular economic model that benefits both farmers and the environment while ensuring sustainable profitability. Thanks to their efforts, the once-sleepy cider culture is thriving.”

The visitor center is open daily for tours and tastings by prior arrangement. For on-site purchases and seating, no advance booking is necessary.