Between one and three times a day, workers at the Matzot Aviv factory have left the production line, halted the machines and entered protected areas during air-raid sirens. But the disruptions have not stopped management from producing packages destined for Jews across Israel and around the world ahead of Passover.
“No two Passovers are the same,” said Noam Wolf, a fifth-generation manager of the factory, alongside his brother David and his son Roi, who represents the sixth generation.
Baking matzah at Matzot Aviv factory
(Video: Shilo Freid)
“Every Passover brings different events. This year, for example, we’re working under war and missile fire, with employees heading to shelters about three times a day. We worked here during the Six-Day War, the Yom Kippur War, the Gulf War, and even during COVID with masks and capsules. There’s history here going back to the War of Independence and the British Mandate,” he said.
“In our flour warehouse,” Roi added, “there used to be the Haganah’s main weapons depot. The Davidka mortar, developed by David Leibowitz, was actually built right here, where the flour is today. There’s a history of matzah here — and a broader history as well.”
The factory, which has been operating at peak capacity in recent weeks, began preparing matzah the day after Simchat Torah and has worked throughout the winter. Even now, as major shipments are being dispatched, Roi, the deputy CEO, is already ordering ingredients for next year’s Passover production.
In addition to matzah, the factory produces cookies, crackers, health products and more throughout the year. For the Wolf family, Matzot Aviv is far more than a business.
“Beyond the business itself, there’s a sense of mission and continuity,” Roi said. “Not everyone has the privilege of being part of a six-generation tradition, and for us it’s a great source of pride. In our family, there’s really no concept of retirement — my grandmother, for example, worked until she was 93 and only stopped coming to the factory in the final year of her life. This is much more than a business; it’s a deep family and personal commitment that connects generations and continues to this day.”
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'A deep family and personal commitment that connects generations and continues to this day'
(Photo: Ido Erez)
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Transition from hand production to machine manufacturing was turning point
( Photo: Ido Erez)
He described the factory’s early days, first in Bnei Brak and later in Petah Tikva. “When the Bnei Brak factory was established, the entire area was desolate. Jabotinsky Road was a dirt road, and around it were transit camps and almond groves. The factory began operating here in 1947, with a license from the British Mandate period. For years, we mainly produced matzah and matzah flour — a relatively simple business, with few products and direct management,” he said, pointing to what is now central Bnei Brak, which “was largely populated by transit camps.”
Gluten-free products as well
A major turning point in the matzah industry came with the transition from hand production to machine manufacturing. Those early machines were far less advanced than today’s, and the shift sparked debate.
“In the beginning, all matzah was made by hand, but as the population in the country grew, it became increasingly difficult to meet demand using traditional methods,” Roi said. “At that point, Rabbi Kook permitted the use of machines for matzah production, which allowed for a significant increase in output and helped meet the needs of the growing community.”
In the past, due in part to international trade limitations, nearly every Jewish community around the world operated its own local matzah bakery, as importing was not simple. Today, however, most small, family-run bakeries abroad have closed, and the bulk of global matzah production is concentrated in Israel.
“Over the years, things have completely changed,” Roi added. “Today, you can’t make a living from matzah alone, so we’ve expanded into additional products — sugar-free, gluten-free, ketogenic products under the ‘Keto Chef’ brand, and organic crackers. During matzah season, the work is extremely intensive, sometimes with shifts running late into the night. At the same time, we export to more than 30 countries — almost every place with a Jewish community.”
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'Abroad matzah is sometimes consumed year-round, even more than in Israel'
(Photo: Ido Erez)
Roi noted that while most global production is now based in Israel, a few factories still operate in countries such as the United States, France and the Netherlands. “Interestingly, abroad matzah is sometimes consumed year-round, even more than in Israel. I joined the business in 2004 after coming from a completely different field. That same year, we acquired an old cookie factory, which allowed us to expand operations and work throughout the year — not just around Passover.”
Despite the changes, the business remains deeply family-oriented. “I work with my father every day, and despite his age, he still comes in and works until the afternoon," according to Roi. "There are many advantages to that — there’s always someone to back you up, we complement each other, and there’s a real sense of partnership that allows us to work efficiently.”
First published: 00:18, 03.31.26