Atara - Marketing Fruits and Vegetables LTD, was founded in 1994 by members of the Atar family, farmers from the Jezreel Valley. The company specializes in growing and buying produce from hundreds of Israeli farmers, and marketing them to businesses and private consumers. Atara's main agenda is to provide the company's diverse cliental a holistic service solution, emphasizing quality, freshness and customer service. Atara is considered to be one of the dominant marketing and distribution companies in the fruits and vegetable sector and employs close to 200 individuals. In 2020, the company launched a chain of stores under the Atara brand name and acquired the business operation of Shookit, an eCommerce website.