The family-run company YOFFI offers a wide selection of premium-quality Israeli food products and gourmet gifts, presented in elegant, contemporary packaging. Each product reflects the natural, authentic flavors of Israel.
The range includes a variety of delicious treats such as date paste and date syrup, tahini-based spreads (sesame paste) with different additions—chocolate, za’atar, spicy seasonings—carob fruit paste, halva, honey, herbal teas, and much more, with around thirty items in total. All products are released under the YOFFI brand. Their special gastronomic value lies in the fact that the raw ingredients are sourced from small Israeli producers and made according to recipes passed down through generations.
Arkady Maifis, the head of the company, previously owned one of Russia’s leading regional TV companies, TV-2, based in Tomsk. Founded in 1990, the company operated for 25 years before closing in February 2016 due to ideological reasons. Following this, Arkady Maifis repatriated to Israel, where he established a family business and created a brand inspired by his surname—YOFFI, meaning “beauty” in Hebrew. In fact, the word carries several meanings, all with a positive and expressive connotation.
The creators of YOFFI are the Maifis family: Arkady, his wife Polina, and their daughter Liza. Initially, the company planned to focus mainly on tourists, of whom Israel welcomes around three million annually. However, it soon became clear that tourists represent only part of YOFFI’s customer base. The products are also popular among Israelis, who purchase them as gifts for holidays, birthdays, or to take abroad for friends and family.
The YOFFI product line currently includes around 30 items and continues to expand. All products are visually appealing, delicious, and wholesome. Particularly noteworthy is the tahini line, which has been introduced relatively recently. YOFFI offers five flavors: with za’atar, with zhug (a spicy Middle Eastern condiment), and three sweet varieties—with peanuts, chocolate, and caramelized nuts. All products are made exclusively from natural ingredients.
When choosing business partners, YOFFI prioritizes other family-owned enterprises. All products are kosher (pareve), made from natural ingredients, and free from preservatives, artificial colorings, and flavorings. They are also popular among vegans and vegetarians. Everything the company produces is “blue and white” (from the Hebrew kachol lavan), meaning it is made in Israel.
Although the company is relatively young, it has already established a strong presence in the market: its products are sold in around 50 retail locations across Israel, in Duty Free shops, and internationally, where these delicacies in elegant packaging are in high demand. Recently, one of YOFFI’s products (a jar of date spread) was included in a gourmet gift set by the renowned Michelin Guide.
Within Israel, YOFFI products are also widely used as corporate gifts. Major clients include the Knesset (the Israeli Parliament), Tel Aviv University, and Bar-Ilan University. Demand in this segment typically increases ahead of major Jewish holidays such as Passover and Rosh Hashanah, when it is customary to present gifts to employees.
The American market also shows strong potential, and the company exports large quantities there. All products are kosher, and many U.S. supermarkets have dedicated kosher sections. YOFFI actively collaborates with non-profit organizations that provide employment opportunities for people with disabilities, who are involved in packaging the company’s products—an initiative aligned with the values of socially responsible businesses in Israel.
Thanks to YOFFI, you and your loved ones can enjoy delicacies that Israelis have been savoring in everyday life and during numerous holidays for centuries. The story of YOFFI is also a story of a family’s journey to Israel—one that fell in love with the country and chose to express this connection through premium products inspired by its authentic culinary traditions.