Mor International

What Mor International does

MOR International is a privately held Israeli B2B fresh produce trader founded in 1998 and headquartered in Gelil Yam, Israel. The company sources vegetables, fresh herbs, juicy citrus, and exotic fruits from multiple origins across both hemispheres and sells them to global retailers, supermarket chains, and food service customers. Named enterprise customers include Auchan and Carrefour, alongside other supermarket chains. The company operates as a long-tenured supply chain intermediary with wholly-owned regional subsidiaries in the USA (MOR USA), South Africa (MOR SA), and Italy (MOR Italy), and a sales organization segmented by geography (Europe, Eastern Europe, US & Canada).

MOR's core product offering spans four categories: Vegetables (sweet peppers, habanero, carrots, tomatoes, and yellow courgettes from Israel's Arava region), Fresh Herbs (basil, mint, chives, rosemary, and samphire sourced from Kenya and Israel), Juicy Citrus (grapefruits, oranges, easy peelers, pomelos, and hybrid sweetie from northern and southern hemisphere origins enabling year-round supply), and Exotic Fruits (avocados year-round; mangoes April-October; persimmons, figs, pitaya, and dates from Africa, Brazil, and Israel). Its core technology is agronomic and supply-chain expertise in growing, packing, postharvest treatments, logistics, and food safety, augmented by cooperation with research institutes and a stacked set of industry certifications (GlobalGAP, BRC, GRASP, SMETA, SIZA, organic, Rainwood Alliance, LEAF, Tesco Nature Module, Albert Heijn supplier standard).

The business model is direct B2B fresh produce sales with quote-based pricing, distributed via an enterprise field sales motion led by Chairman Meir Ben-Artzi (40+ years industry experience) and Co-CEOs Avi Bar and Leon Shtaif. The company generates revenue from one-time produce transactions rather than recurring software or licensing contracts, and its value proposition rests on year-round supply reliability, multi-origin sourcing, and retailer-grade food safety and social compliance rather than proprietary technology or differentiated pricing.

Name

Mor International

Legal name

Mor International

Website

https://morint.co.il

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Mor International is a privately held Israeli B2B fresh produce trader founded in 1998 that sources and supplies vegetables, fresh herbs, citrus, and exotic fruits year-round from multiple origins to global retailers, supermarket chains, and food service customers via subsidiaries in the USA, South Africa, and Italy.

Ownership category

akta.pro rank

Product category

Fresh Produce Trading and Supply

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Fresh Produce Wholesale Distribution (CRAOAAAC)

akta.pro secondary industries

Fresh Produce Distribution (CRAOABAB), Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH), Fresh Herbs & Microgreens Wholesale (AFAIACAC)

Keywords

• Fresh produce supply
• Fruit and vegetable trading
• Global produce sourcing
• B2B fresh produce distribution
• Fresh herbs exporter

Headquarters

HQ city

Glil Yam

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fresh Produce Sales: MOR International generates revenue through the sale of fresh vegetables, fruits, and fresh herbs. The company sources products from different origins around the globe and sells to customers worldwide, providing year-round supply through access to both northern and southern hemisphere growing regions.

Go-to-market motion2 records

Distribution channels1 record

Core offering

MOR International sources and supplies fresh vegetables, fruits, and fresh herbs from origins around the globe to retail and supermarket chain customers worldwide. The company combines a multi-origin supply base spanning northern and southern hemisphere growing regions with expertise in growing, packing, post-harvest treatment, logistics, and food safety standards to deliver year-round availability of certified-quality fresh produce.

Product overview

MOR International is a fresh produce trading company that offers a unified product portfolio spanning four main categories: Vegetables (sweet peppers, hot habanero, carrots, tomatoes, yellow courgettes from Arava region), Fresh Herbs (Basil, Mint, Chives, Rosemary, Samphire from Kenya and Israel), Juicy Citrus (grapefruits, oranges, easy peelers, pomelos, hybrid fruits from both hemispheres year-round), and Exotic Fruits (avocados, mangoes, persimmons, figs, pitaya, dates from Africa, Brazil, and Israel). These products are sourced globally and distributed to customers worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegetables Fresh colorful vegetables including sweet peppers (conventional or organic, October–April), hot habanero, carrots (March–June), tomatoes (November–April), and yellow courgettes (November–April), grown in the Arava region, supplied to retail and supermarket chain customers.
• Fresh Herbs Fresh herbs sourced from Kenya and Israel, including Basil, Mint, Chives, Rosemary, and Samphire, available year-round for retail and food service customers.
• Juicy Citrus Year-round supply of citrus fruits from both northern and southern hemispheres, including grapefruits (white and red), oranges (Navel and Blood varieties), easy peelers (Clementines, Murcott, Orri), pomelos (Red Chandler, White Goliath), and Hybrid Sweetie, for retail and supermarket customers.
• Exotic Fruits Exotic fruits sourced from Africa, Brazil, and Israel, including avocados (year-round), mangoes (April–October), persimmons, figs, pitaya, and dates (by request), for retail and supermarket customers.

Quantifiable outcome

• Year-round citrus supply through access to both hemispheres
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Fyffes: Irish-headquartered global trader of bananas, pineapples, melons and exotics. Comparable to MOR as a privately-oriented (historically) fresh produce trader with multi-origin sourcing supplying retailers across Europe and beyond.
• SanLucar: Premium fruit and vegetable brand sourcing globally (citrus, berries, exotics) for European retailers under a single-marketing umbrella. Comparable to MOR via global sourcing of fresh fruits and vegetables and herb-focused retail supply.
• Westfalia Fruit: Vertically-integrated avocado and exotic fruit supplier with operations in multiple origins selling to global retailers. Comparable to MOR in the avocado/exotic segment and multi-origin-to-retailer supply model.
• Special Fruit: Belgian supplier of exotic and specialty fresh produce (mangoes, avocados, pitaya, figs) sourced globally for European retailers. Highly comparable to MOR's exotic fruits category and multi-origin procurement model.
• Florette: European fresh produce company specializing in bagged salads, fresh-cut vegetables and herbs sold through retailers. Comparable to MOR in fresh and pre-packed produce retail supply across Europe.
• Capespan: South Africa-headquartered global fresh produce marketer and distributor sourcing citrus, grapes, stonefruit and other fruits from multiple origins for retailers worldwide. Closely comparable to MOR in its multi-origin-sourcing, year-round-supply model serving global retailers.
• Greenyard: European fresh, frozen and prepared produce company supplying retailers and food service with fruits, vegetables and herbs sourced across continents. Comparable to MOR as a multi-category fresh produce supplier with B2B retail and foodservice customers.

Broad incumbents

• Dole plc: One of the world's largest fresh fruit and vegetable producers and marketers with diversified global sourcing. A broader incumbent that overlaps with MOR in fresh produce trading but spans many more categories and geographies.
• Fresh Del Monte Produce: Global producer, distributor and marketer of fresh fruits and vegetables with vertically integrated operations across the Americas, Europe and Asia. Compares to MOR as a large, multi-origin fresh supplier to retailers, though much larger and more vertically integrated.
• Bonduelle: Large, established European fresh and processed vegetable producer with both fresh produce and shelf-stable prepared lines serving retailers and foodservice. Overlaps with MOR on fresh vegetables supplied to retailers but operates at much greater scale and further down the value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mor International