At an altitude of about 1,000 meters above sea level, near Kibbutz Merom Golan, the Nishi wasabi farm operates as a unique agricultural venture, considered the only one of its kind in the Middle East and among the few outside Japan. Unlike what most Israelis recognize as “wasabi,” a green paste typically made from horseradish and food coloring, this is genuine wasabi root, delicate, aromatic and sharply pungent. Its cultivation is regarded as one of the most complex in agriculture.
The plant requires precise conditions, including clean, flowing water, a stable temperature of about 8 to 20 degrees Celsius, high humidity and constant shade. The Golan farm has succeeded in recreating these conditions through advanced agronomic knowledge, environmental adaptations and long-term investment, turning what is widely considered an almost impossible crop into a local reality. The result is fresh, premium produce that delivers an experience entirely different from the familiar industrial version.
Between war and creativity
Since the outbreak of Operation Roar of the Lion, like many businesses in northern Israel, Nishi has faced a sharp drop in tourism, declining sales and ongoing uncertainty. A region that relied heavily on visitors, tours and culinary experiences has seen activity nearly come to a halt. Out of this reality came a new line of thinking: how to bring the north to the center, rather than waiting for the center to come north.
This is where the “Taste of the North in the Center” initiative, led by the Strauss Group and culinary entrepreneur Nadav Borenstein, comes in. Over one weekend, March 25 to 27, about 20 producers, farmers and food businesses from the north are hosted at restaurants, markets and cafes across central Israel. The goal is not just short-term sales but exposure, new business connections and momentum to help sustain these businesses during a difficult period. The initiative also reflects a broader strategy to strengthen northern Israel, where several of its factories operate, as part of a long-standing commitment to local communities and the regional economy.
A culinary collaboration
One of the standout collaborations is between Nishi wasabi farm and Truman & Co., the burger restaurant led by chef and restaurateur Kfir Arbiv. Known for combining high-quality ingredients with a contemporary, accessible approach, the restaurant treats burgers as a platform for culinary creativity rather than just fast food. The meeting between rare fresh wasabi and the burger world gave rise to a new dish created especially for the event:
“The Roar of the Lion Burger”
An especially spicy burger, possibly the spiciest in Israel, that puts wasabi at center stage: fresh wasabi aioli, coleslaw or sprouts with wasabi and ginger, fresh wasabi leaves incorporated into the dish, fries seasoned with flavors inspired by the plant. This is not just an added kick of heat, but an attempt to translate a rare Japanese ingredient into a bold, direct and accessible Israeli culinary language.
Supporting northern businesses
Amid the ongoing security situation and economic impact on northern businesses, some of which have been forced to shut down temporarily, The initiative was launched to connect northern food producers with leading culinary venues in central Israel.
During the weekend, business owners collaborate on special dishes, integrate products into existing menus and sell their goods, creating exposure to new audiences, expanding customer bases and building continuity beyond the event itself. Participating northern businesses include Oron Galil Distillery, Malabiya, cheese producers Gvinage and Schwartz Farm, the cholent spot in Peki’in and Lotem Dery Bistro & Bakery. Venues in central Israel include NONO & MIMI, Ha'achim, Lehamim Bakery, Truman & Co., Goldie’s, Carmela, Elita Ofek, Beit Kandinoff and Agadir.