Working the Holy Land: Exploring Israel Through Food, Music, and Agriculture

“From the earliest days of the Zionist movement, Jewish agriculture was seen as central to the return to the Land of Israel,” says Dr. David Rozenson, Executive Director of Beit Avi Chai. Reflecting on the launch of the Man/Land video series, Rozenson highlights how the project seeks to revive this historic bond. In the series, Shlomi Shaban and Hedai Offaim journey across Israel, engaging with farmers, sharing meals, creating music, and bringing to life the powerful stories of those who live and work the land.
"For many years, Jews worldwide placed coins in the iconic blue boxes of the Jewish National Fund, helping to purchase land in Israel. The pioneers who cultivated this land transformed barren deserts into flourishing fields, reconnecting with the agricultural traditions of our biblical ancestors," Rozenson explains. However, in recent decades, with the increase in imported produce, reliance on foreign labor, and Israel's evolution into a 'Start-Up Nation,' many Israelis have grown distant from the land that once played such a defining role in their collective identity.

Agriculture in Focus Amid Crisis

The war has thrust agriculture back into the national spotlight. As foreign workers fled and imports dwindled, Israelis were reminded of the critical role agriculture plays—not only in feeding the nation but also in safeguarding its borders. In response, thousands of citizens stepped up, volunteering to work the fields in the absence of foreign labor.
“Man/Land seeks to rekindle the profound connection between our people and our land—not through a dry history lesson or a typical culinary reality show, but through rich cultural storytelling,” says Rozenson. “The regions where Israel’s produce is grown hold deep meaning—not only as the source of our sustenance but as places of significance in sacred texts, modern Israeli literature, poetry, and music. This series brings those connections to life in a way that is both educational and deeply moving.”

A Journey of Discovery

For Shaban, the series offered unexpected depth. “Initially, the idea was to connect viewers with the people who grow our food. But for me, it became a journey into something far more romantic—a love for the land and a respect for family traditions that are rarely seen in modern Israel,” he shares. “Agriculture, passed down through generations, is a rarity today. Many of the stories I encountered brought me to tears.”

A Moral Reckoning

Offaim, reflecting on the war, ties the struggles of farmers to the broader challenges facing Israeli society. “The war brought us back to fundamental questions: where the borders lie, who claims the land, and on what moral basis,” he says.
“Farmers trace the nation’s borders with their plows. Yet recent policies have treated them not as assets but as burdens, accusing them of inflating costs and exploiting land. This neglect has harmed not only agriculture but the country’s nutritional security and moral foundation.
“At the same time, the overwhelming response of everyday Israelis stepping in to help farmers has been heartening. It’s reminded us of the incredible effort and mission behind agricultural work, and how essential it is to the country’s physical and spiritual identity.”

Food, Music, and Culture

Offaim sees the series as a chance to celebrate agriculture’s role in Israeli culture. “With the most basic elements of any culture—food and music—we wanted to make agriculture accessible. The recorded meetings are accompanied by meals I cook, while Shlomi plays and sings, providing the soundtrack to the journey. Agriculture isn’t just about survival; it’s deeply tied to our spiritual and cultural fabric.”

Music Among the Fields

For Shaban, a self-described “city mouse,” the experience was transformative. “I grew up in the city and didn’t travel much as a child, so encountering the beauty of Israel’s nature and agriculture is eye-opening,” he says.
Carrying a grand piano through fields, barns, and coastlines, Shaban performs wherever inspiration strikes. “Sometimes I’d plan a song, but the moment and setting would inspire something entirely different. I’ve seen pianos in strange places, but this journey was full of firsts.”
From the Negev to the Galilee, Man/Land captures not just the landscapes of Israel but the deep, intertwined stories of its people, music, and food. It’s a reminder of the enduring connection between adam (man) and adama (land)—and the cultural and spiritual wealth it continues to yield.

Watch Man/Land, a new online series by Beit Avi Chai.

Main Poto: yenon Fuchs