The Pillars Of Mata: The Founding Fridmans

Set within the lush confines of Nov's peach and nectarine orchards, a radical change is slowly sprouting. This profound metamorphosis owes its genesis to the unwavering commitment of the Fridmans, a family whose deep connection to the land has led to the inception of an enterprising startup: Mata. The fruits they gather are not just commodities; they symbolize an indefatigable chase for perfection and an embodiment of the Fridmans' innovative essence. Their strive for betterment has resulted in high-quality fruits in increased quantities, sized just right to cater to their premium clientele, which includes prestigious restaurants.

Yet, another remarkable yield from the Fridman's orchards is the invaluable collection of over a century's worth of experience and expertise. This pooled wisdom, gathered over years of laborious effort and innovative farming methods, became the groundwork for a grand plan. Encouraged by his family's heritage, Nachshon, armed with his Business Administration degrees, envisioned using this enormous knowledge reservoir more effectively. He dreamt of a tool that could transform farming practices, not only in their orchards but all around the world. Thus, was Mata conceived: an autonomous farming robot, designed to reimagine agricultural practices on a global scale. This clever tool merges the Fridman's century-old farming sagacity with cutting-edge technology, intending to usher in a significant transformation in agriculture for generations to come.

Family Member

Menachem Fridman

Fridman farms founder

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Sharya Fridman

Pest control Manager

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Israel Fridman

Tree Growth Manager

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Ido Fridman

Irrigation Manager

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Menachem Fridman


Hey there! Did you know that farmers are like superheroes? They put food on our tables, but just like superheroes, they face big challenges. I’m Menachem, a farmer with many years under my belt, and I'm lucky because my four sons work on the farm with me. But not all farmers have this kind of help, and that’s causing some problems. So, let’s talk about what’s going on and how we can all pitch in to help!



Where’s the Next Farming Superhero?



Imagine a superhero movie with no one to take the hero's place when they retire. That’s what’s happening on many farms. A lot of farmers’ kids don’t want to take over the family farm, and this means some farms are closing down. This is a big deal because fewer farms mean less food for everyone.



Finding Farm Helpers is Tough:



Okay, so for the farms that are still up and running, there’s another hurdle – finding people to work. It’s kinda like trying to find the perfect sidekick for a superhero. Farms need good workers, but these days they’re hard to find. And, because good help is scarce, it costs more to hire people. This means farmers aren’t making as much money and some are having to give up their farms. Not cool, right?



Tech to the Rescue:



Now, here's where things get exciting. Imagine giving a superhero a super cool gadget to save the day. That’s what technology can be for farmers. We’re talking robots, drones, and other nifty tools that can help farms run smoothly and produce more food. It's like turning farmers into high-tech heroes!



World, Assemble!



But technology alone can’t solve everything. We need the whole world to join forces, just like in superhero team-up movies! Governments and big organizations need to step in and give farmers a helping hand. This means making laws that support farmers, giving them the money they need to keep their farms healthy, and teaching them how to use new technology.



Wrapping It Up:



So, let’s give a big high-five to the farmers who are working hard to feed all of us. By bringing cool tech to the fields and getting some teamwork from around the world, we can make sure farms keep producing tasty food for everyone. It's time to rally behind our farming superheroes and help them save the day!

Sharya Fridman


Hello everyone! I’m Sharia Fridman, and as a licensed pest inspector with the Israeli Ministry of Agriculture, I am passionately committed to safeguarding orchards. My role involves constantly ensuring that fruits are protected from the nuisances of pests and diseases. The ultimate goal? To ensure the fruits you consume are not just delicious, but are also produced in the healthiest environment. Let’s take an in-depth look at the strategies employed to protect these natural treasures.



Two Formidable Strategies:



When it comes to guarding the well-being of fruits, there are two principal strategies that stand out:


The Monitoring and Intervention Method:


Picture a vigilant guardian continuously patrolling the orchards. The focus is on early detection; identifying any potential threats from pests or diseases to the crops. Upon detection, prompt action is taken to either eliminate the pests or address the diseases, ensuring that the fruits remain in peak condition.


The Proactive Protection Approach:


This strategy is akin to having a preemptive shield. At Fridman Farm, we have adopted this approach. Based on extensive research and historical data, we have developed a schedule for protective treatments. By knowing when the crops are most likely to be vulnerable, treatments are applied proactively to prevent any infestation or disease from taking hold in the first place. This approach is about staying one step ahead.




Analyzing the Outcomes:



So, which strategy proves to be more effective? In our experience, the Proactive Protection Approach is akin to a well-calibrated arsenal of preventive measures. It not only saves resources by reducing the necessity for frequent monitoring but also minimizes the use of pesticides. Most importantly, it contributes to superior fruit quality, which is the ultimate objective. Not cool, right?



Conclusion:



The journey of fruit from the orchard to your table is one that is guarded with dedication and innovation. The methods employed in these guardianships play a vital role in ensuring that the fruits you enjoy are of the highest quality. Whether it’s the vigilant Monitoring and Intervention Method or the forward-thinking Proactive Protection Approach, the aim remains to safeguard the precious produce. As you savor the flavors of fresh fruit, take a moment to appreciate the meticulous efforts of those who ensure that these natural treasures reach you in their finest form.



Ido Fridman


Water, often termed the elixir of life, plays an indisputably crucial role in agriculture. As the manager of water and fertilization at Fridman Farm, my role is akin to a maestro orchestrating a symphony. My task is to ensure that our crops receive the precise amount of water at the exact right moments. In this piece, I wish to shed light on the innovative and conscientious methods we employ to make every drop count, particularly in an age of climatic uncertainties.



The Significance of Timing:



Imagine the growth of trees and fruits as a delicate dance, with water as the rhythm. The timing of irrigation, much like the timing of a dancer’s steps, is critical. One of the fascinating aspects to consider is the timing of the sunset. As the day transitions into night, various physiological changes occur in the plants, and aligning our irrigation schedule with these natural rhythms can significantly enhance the development of trees and fruits.


Adapting to Climatic Challenges:



We live in a time where climatic patterns are increasingly erratic. With such unpredictability, judicious and measured use of water becomes not just economical but an environmental imperative. At Fridman Farm, we embrace a multifaceted approach to irrigation.




Our Toolbox:



Mechanical Soil Measurements:

We start with the basics by mechanically measuring the water content in the soil. This ensures that we are not over or under-watering the crops.


Cutting-edge Sensors and Online Irrigation Systems:

Next, we integrate advanced sensors that provide real-time data on various aspects of the crops and soil. Our online irrigation systems then use this data to precisely control the water distribution.


Leaf Water Monitoring:

We also employ technologies to monitor the water content within the leaves of the plants. This provides insights into how effectively the plants are utilizing the water, and helps in fine-tuning irrigation schedules.


The Payoff:



Through precision irrigation, the benefits are manifold. Firstly, it leads to the conservation of water, which is an invaluable resource. Additionally, it reduces costs associated with water usage. Most significantly, it creates an environment in which the fruits can thrive, contributing to the economic sustainability of the crops.



Conclusion:



At Fridman Farm, irrigation is an art form, where technology, insights, and conscientious stewardship come together in harmony. By optimizing water usage, we are not just cultivating fruits; we are nurturing an ethos of sustainability and responsibility. The fruits that flourish as a result are not just products but symbols of an agriculture that is in tune with nature's cadence.



Israel Fridman



In the ever-evolving realm of agriculture, stagnation is akin to regression. As the steward of growing processes at Fridman Farm, I find myself in a perpetual cycle of innovation and adaptation. The journey ranges from forecasting the long-term impact of various cultivation techniques on the crops, to meticulously implementing insights in the fields. The destination? Achieving the pinnacle of excellence in the fruits we produce. Let’s peel back the layers of this relentless pursuit.





Linking Pruning and Thinning:


One of the intriguing advancements we’ve honed over the years is the symbiotic relationship between pruning and thinning. Imagine pruning as setting the stage – it’s about trimming the trees to ensure they’re in optimal condition for growth. Thinning, on the other hand, is like carefully choosing the lead performers by selectively removing some fruits to allow others to flourish.



We’ve mastered the art of pruning in a manner that complements the thinning process. The result? A streamlined and cost-effective thinning process, and the cultivation of fruits that are unparalleled in quality.




Never Rest on Your Laurels:


However, the agricultural magnum opus doesn’t end with a single season of bountiful harvest. The essence lies in recognizing that good results are merely the seeds for future excellence. Myself and my dynamic team members are committed to ceaseless brainstorming, inquisitiveness, and innovation.


The marketplace and the environment are akin to rivers – ever-changing, flowing, and unpredictable. Our task is to build a vessel that not only navigates these waters but also harnesses their currents for propulsion.




Conclusion:


At Fridman Farm, agriculture is not a static profession, but a vibrant tapestry of continual learning and reinvention. It’s a symphony where the chords of pruning and the notes of thinning create a harmonious melody. But this melody evolves with every season, as we compose new verses that respond to the changing cadence of the market and environment.


This is a dedication to all the relentless agricultural innovators who understand that the bounties of the earth are not just to be reaped, but to be sown anew with insights, care, and ingenuity.

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