Origene Seeds – Ongoing Grower Collaboration Drives Variety Success

Interview with Michael Benor, Local Market Manager at Origene Seeds

As part of Origene Seeds’ 20th anniversary celebrations—and ahead of the company’s traditional Open Day held this July at its experimental grounds in Moshav Bnei Darom—we spoke with Michael Benor, Local Market Sales Manager, to learn more about Origene’s activities in Israel, its innovative product lineup, and the close ties it maintains with partners across the agricultural value chain.

Innovation at the Core
Innovation has been at the heart of Origene Seeds since its inception. Alongside a broad product portfolio, the company invests heavily in developing unique varieties—initially focusing on Cucurbits, and more recently expanding into Solanaceae crops. Here are a few standout examples:
– A proprietary Origene variety characterized by exceptional sweetness, extended shelf life, and no external odor. Launched in March, it has already generated enthusiastic market feedback. Direct and online sales have begun, with distribution to retail chains planned soon.

Golden Ball – A new Canary Yellow melon with bright stripes and orange flesh, highly favored by Israeli consumers. Commercial plots have been planted, with positive grower feedback.

Chaac Watermelon – Oval-shaped with deep red flesh and dark stripes, this variety is developed for early-season planting in the Arava, Jordan Valley, and Beit She’an, it offers growers an off-season solution.
Bongo- Butternut Squash – A compact-shaped variety known for outstanding post-harvest durability and long shelf life. Growers are impressed by its market resilience.
Maxima Watermelon – The company’s flagship variety, consistently praised for its quality and performance.

Justin – A leading Galia LSL melon variety in the Israeli market. Has an orange flesh and high sugar content.
Ruby melon – Developed specifically for early-season planting to mid season
Essence Watermelon – Tolerant to limited irrigation and powdery mildow, with an oval shape, dark stripes, and deep red flesh. Newly introduced this season in the Arava for late-season planting and chain store distribution.

Strengthening Partnerships
Michael emphasizes the importance of the annual Open Day:
“This event brings together stakeholders from across the value chain—growers, nurseries, researchers, and distributors. It’s our opportunity to express gratitude and deepen these vital relationships.”
This year’s Open Day highlighted new Solanaceae varieties, including:
Tomatoes
Noga – An early-cluster tomato offering an exceptionally long shelf life. Designed for rapid harvesting to avoid heat-related diseases. Growers report excellent yields and high quality.

Ashley – A boutique tomato still in development. This 100g fruit features a deep red to burgundy color, high flavor intensity, and strong yields of 10–12 fruits per cluster.

Peppers
Jordi (Red Blocky Type) – A new pepper gaining market share, especially in the Arava. Jordi is attractive to both local and export markets due to its consistent yield and quality, especially late in the season.
“We expect to double our pepper production next year,” says Michael. “Maintaining a stable yield throughout the season is essential, especially for long-term crops like peppers.”

Facing Challenges Together
Michael is keenly aware of the challenges facing Israeli growers today:
Labor Shortages – Farmers are adapting, but unskilled labor still affects efficiency, especially during harvest.
Imports – Imported produce, especially onions and tomatoes, often undercuts local growers due to Israel’s high production costs.
Aging Grower Population – With fewer young people entering agriculture, the long-term sustainability of the sector is at risk.
Lack of Regulation – Without organized oversight of crop volumes, surplus and waste are ongoing issues.
Water Scarcity – Particularly acute in the north, where winter freezes have reduced reservoir capacity. This year, much of the water was diverted to orchards, severely limiting watermelon planting.
Origene Seeds addresses these issues by developing disease- and drought-resistant varieties: “We aim to provide varieties that can withstand extreme conditions and support our growers’ success.”

Supporting Growers, Every Step of the Way
Michael, who has been with Origene Seeds for 12 years, leads a team of four agronomists working across Israel.
“Our mission is to maintain direct, continuous contact with growers—from planting to harvest—ensuring optimal results and reducing mistakes, especially with new varieties.”
He shares a specific example: “With the Ruby melon, we initially saw poor seedling development. Our agronomist Hananel identified a solution: using younger seedlings that simulate direct sowing. This approach improved fruit size, extended storage life, and reduced disease risk. Without our close field support, we might have given up on this promising variety.”
Michael concludes: “We grow together with our growers. Our goal is to provide varieties they can succeed with independently—after all, no one knows the field better than they do.”

From the Field: Interview with Grower Uri Rabinowitz, Moshav Tzofit
As seen at the Open Day in Bnei Darom
Uri Rabinowitz has been growing alongside Origene Seeds since its founding in 2005—and has stayed loyal ever since.

Today, Uri cultivates 100 dunams of melons and watermelons, including top varieties such as:
Maxima – His leading performer: large, sweet, and with excellent shelf life
Punto Melon – A new favorite: extremely sweet and exceptionally long-lasting
Bumble Bee and Blonde – Popular yellow watermelon varieties
During the off-season, Uri also grows strawberries, colorful carrots, and specialty potatoes.
“Origene’s varieties offer greater disease tolerance, but responsible pesticide use is still necessary,” Uri notes. Since switching to Origene’s varieties, he reports a 40% reduction in pesticide use.
He also highlights the importance of ongoing support: “The Origene team is always available. I’ve learned so much from them over the years. Since day one, I’ve worked only with Origene Seeds.”

Photos: Origene Seeds PR