There’s a brand new theme tour of Israel and it’s oh so sweet. Adina Mishkoff, who moved to Israel over 20 years ago, and a friend still State-side decided to put their love of Israel and love of chocolate together in a unique way by creating ‘Chocolate At Heart’ – the first ever kosher, chocolate-and-charity tour of Israel. www.modiintours.com/chocolate. While talking to Adina about her yummy tour, I learned that there are a number of highly trained chocolatiers working at boutique chocolate factories around the country. One factory on her tour sounded particularly interesting – Choconoy in Netanya. Not only do they hand produce some of the finest chocolates in Israel (their chocolate is considered to rate with the top chocolate makers in Switzerland and Holland), their raison d’etre was unusual and of course close to my heart. Choconoy was established by Yafi and Moti Noy in order to ensure that their special needs son, Yuval, would always have secure, steady and satisfying employment.  Having a son with mild cerebral palsy, I could empathize with their experience.

Yuval was very happy working at the mattress factory in Kfar Saba, just a half hour drive from his parent’s home in Even Yehuda in central Israel. But in 2002 the factory closed. At aged 26 Yuval, who suffers from wide spectrum autism, found himself out of work. For anyone, being unemployed is difficult and frustrating. However, for a special needs person, it can be devastating. The abrupt change and absence of a regular schedule are often overwhelming, leaving the person loose ends and unable to adapt to the new reality.Yuval made great effort to find a job, applying to Burger Ranch, MacDonalds, retail stores etc. The response was always the same. They weren’t hiring. For Yuval, who was used to a daily schedule of arriving at work at 7:30am and leaving at 4pm, a few months without a job seemed like a lifetime. Watching their usually positive, happy son become sullen and out of sorts, Yafi and Moti decided to take matters into their own hands.

They began to consider what kind of business they could launch that would be interesting and would provide stimulating employment for Yuval.  Yafi and Moti wanted the business to include handwork where the work environment would be positive and aesthetically pleasing.  Yafi wanted something out of the ordinary.  But most importantly, the work had to be connected to ‘goodness’.   While they were mulling over different ideas, they saw an ad in the newspaper that a cocoa factory was for sale.  They thought, yes, chocolate makes people happy.  The factory turned out not to be the right solution.   However, in the process of researching chocolate that could be produced in the factory, they heard about and attended the Paris chocolate exhibition in May 2002.  Seeing all the wonderful, creative things that could be done with chocolate they realized that this was just what they were looking for.

Upon returning to Israel, they consulted with a chocolate specialist. By June 2002 they began purchasing equipment and rented a 300sq. meter space for a factory in the industrial area of Netanya. They hired a chocolatier who’d studied in Switzerland to build customized recipes.

By Oct. 1^st, on Yuval’s birthday, the Noy family began manufacturing some of the best chocolate there is.   Using only fresh cream, the best ingredients and no preservatives, Choconoy pralines and chocolates are, as they say, to die for. Not only are all Choconoy’s products kosher, Yafi made sure they received approvals from the Israeli Health Ministry, the US FDA.   

Although a small company, half of Choconoy’s staff of six has special needs. Its company policy is that everyone does everything from answering phones and packaging to running the creatively designed shop in front of the factory and cleaning up. By providing a positive, supportive atmosphere where they are trusted to rise to any challenge and given the opportunity to take on responsibility, the special needs employees have gained confidence, developed greater self-esteem and become more independent.

Choconoy Chocolate Shop located in front of the factory

Yafi explained, “Being out of work for a few months left Yuval despondent and even unwell physically. As a social worker, I can tell you that without a psychologist, without a support group, without any of the formal aids provided for people with special needs, having a job for the past 5yrs that allows him to expand as a person has transformed Yuval. Now, at age 33, his attitude and approach are so positive. His ability to interact and take on commitment have improved significantly. One wonderful example occurred last week.

“Unbeknownst to me, last Tuesday the phone rang and Yuval happened to answer it. The woman said she wanted to order 16 boxes of assorted pralines as a gift for her company’s business clients visiting from abroad. Yuval took the order but failed to follow our company procedure of taking payment information up front. The woman said she’d be in on Wed. or Thurs. to pick up the order and pay for it. On his own, Yuval prepared the 16 boxes of fresh pralines and readied them for pick-up. The woman didn’t show up on Wed. When by noon on Thursday she didn’t appear, on his initiative, Yuval called her and asked when she’d like to pick up the order. She said she’d be in on Sunday.

“Sunday arrived and lo and behold, so did she, with payment in full and endless praise for Yuval’s excellent customer service. That evening she called to say that her CEO had tasted the pralines and decided to make an order of 180 boxes to send to clients abroad as their corporate holiday gift. We were all thrilled. It was a fabulous order. The best moment came when Yuval asked, ‘can I say I’m in marketing?’. “ Yuval and the staff of Choconoy are now hoping to develop clients in North America.  Anyone interested can contact Yuval or Yafi at choco@mono.co.il.

Yuval Noy holding Globes Prize presented to his father, Moti’s company, Mono Electronics

The company is underwritten by Moti’s engineering solutions firm, Mono Electronics. Each year, Israel’s leading business newspaper, Globes, recognizes companies that make the most significant contribution to the community. In 2004, in the  small business category, that honor went to Mono Electronics for their efforts on behalf of Choconoy.

picking vegitable for needy families

Choconoy is just one stop on this unusual theme tour of Israel.

Participants will travel throughout the country, visiting some of the best boutique chocolate factories, wineries and restaurants while enjoying a rare opportunity to partake in hands on charity projects. For more information or to join the tour, get in touch with In Israel: ADINA MISHKOFF holycook@netvision.net.il Tel: 02-563-1761 or In the US: ENID MOSKOWITZ em18@earthlink.net  Tel: 1-212-873-7649 and experience how sweet Israel really is.

  Tour Group preparing themselves a gormet meal under the tutelage of one of Israel’s best chefs.