Considering the two “musts” in assistance viz., efficiency and dignity, TIKVA MARKET appears to be best suited in terms of providing food.
Thanks to its status as a state-approved organization, it can adopt a social and health approach that is fully recognized by government authorities.
TIKVA MARKET works in direct cooperation with the social services, the municipality and the Social Security. These authorities entrust TIKVA MARKET with their most critical cases.
As for the people stricken by poverty, they regain their dignity. Instead of being looked at as paupers they are now regarded as "customers", and thus no longer socially excluded.
By paying only 10% of the total cost of their shopping, they can "buy" their groceries, rather than receiving them with the accompanying feeling of embarrassment. The Tikva Markets follow the classic opening hours of stores – 6 days a week from 10 a.m. to 7 p.m.
A bystander looking into the store would not notice anything out of the ordinary. Things proceed as in any other medium sized supermarket. The "customers" can purchase items of their choice, that they would not have access to under normal circumstances.
Once at the cashier, all the beneficiary has to do is to present his personalized magnetic card, indicating his maximum purchase amount. Both the quantity and nature of the assisted person's shopping are closely controlled, in order to avoid abuse. The purchase of alcoholic beverages or cigarettes is thus strictly forbidden for these people.
In the course of the past couple of years, TIKVA MARKET has grown considerably, and has regularly welcomed high ranking politicians (such as the president of the state of Israel, Shimon Peres, the vice prime minister Eli Yishai, Benyamin Netanyaou, or the mayor of Jerusalem, Uri Lupoliansky), important figures from civilian society as well as most of the media.
It is in this context that TIKVA MARKET has been clearly identified as a key player in this great national undertaking for the years 2007, 2008 and 2009.