A Painful Testimony: "The Damages Are Immense, Merchants Declare Bankruptcy"

This week it finally happened: merchants at Mahane Yehuda Market returned to work, following the reopening of street shops, which allowed most stores in the market to open as well.

One of the merchants who breathed a sigh of relief is Eli Maman, owner of *Mamlaket Halva*. "Yes, we returned to routine," he says, yet despite the seemingly good news, there's deep sorrow in his voice. "The market post-corona is not like the market before; there are so many merchants who haven't returned to work and haven’t been able to recover. Customers also do not come like they used to. I estimate that about 30% of the people came this week compared to the same period last year. It pains me greatly because I grew up here, the market is part of my life, and it saddens me to see it like this."

Mahane Yehuda Market (illustration photo: shutterstock)

Growing Up in the Market

Maman was born in the Mahane Yehuda neighborhood about 50 years ago and became a greengrocer at age 16. "My brother-in-law had a plot of land and supplied me with fruits and vegetables. I stood and sold them in boxes, not even having a stall; that's how we made a living. After a few years, I left the market to try other areas and later returned, opening *Mamlaket Halva*."

Behind the shop's opening is an interesting story: "Despite my attempts to open new businesses, I failed and eventually went bankrupt. I wasn’t observant at the time but sometimes prayed with Rabbi Mordechai Eliyahu ztz"l. One day I asked the rabbi if I should open a shop in the market and what to sell. The rabbi wrote 'halva' with three lines underneath. I wondered if a halva store existed, but if the rabbi wrote it, I didn’t question. Eventually, I found a store for rent, learned some trade secrets, bought halva, and opened the stall. On the first day itself, I saw good profit, and in a few years, I paid off all debts and even opened a factory that manufactures halva."

(Photo: Tiran Rubin)

According to Maman, today's market is entirely different from the one he knew as a child. "In the '70s," he recounts, "as a young greengrocer, the market only had vendors selling fruits, vegetables, meat, and fish. Unlike today, the market was extremely profitable because there were no supermarkets across the city, just neighborhood groceries and the market."

Today the situation is entirely different. "Mahane Yehuda, the most famous market in the country, has become more cultural. Previously, the market attracted residents seeking cheap prices and produce; today, that’s no longer the case. Prices aren’t especially low, but I think they’re worth it for the selection and quality. On the other hand, there are many large stores and restaurants, and we’re fighting the municipality not to approve more restaurant licenses, to retain some authentic market character."

There are claims that the market has become an immoral place with inappropriate performances in recent years. Perhaps it’s no longer suitable for religious people?

"Let's separate – throughout the day, the market is open and offers quality goods, so there's no reason families who observe mitzvot shouldn’t come and enjoy. It’s true the place becomes unpleasant at night, but that doesn’t affect the daytime operations. I, for example, close my shops at 8:30 PM and am not involved in any nighttime happenings.

"Additionally, I must mention that very heartwarming things happen in the market," emphasizes Eli Maman, highlighting the positive side. "There are many customers who come regularly, once a week, asking for free merchandise. We merchants know them and set aside special goods for them. Once, just two hours before Shabbat, I found two young men here. They had missed their bus and had to stay in Jerusalem for Shabbat with nothing to eat. I immediately gathered the few remaining merchants, and together, we organized them a fully kosher, uncompromising Shabbat."

(Photo: Olivier Fitoussi / Flash90)

Mahane Yehuda in Toronto

Maman mentions that the summer of 2019 was one of the market’s peaks, attracting an estimated 70,000 visitors daily and over 100,000 on weekends.

"At the beginning of the same year," he adds, "I was in charge of an engaging initiative, taking 40 merchants from the market to Toronto to open a 'mini Mahane Yehuda Market' with vast amounts of goods. We arrived with four containers filled with vegetables, fruits, spices, nuts, ethnic foods, halva, pickles, sweets, and more.

"The market we set up in Toronto attracted many from the Jewish community. Alongside the sales, we offered the opportunity to easily join Ezer Mizion's bone marrow registry with a simple saliva sample. Thus, we achieved two things at once – provided the global Jewish population with a uniquely Mahane Yehuda experience and raised awareness for the bone marrow registry. We ensured that our merchants donated a significant portion of their earnings to fund life-saving bone marrow samples. Moreover, many merchants in the market itself joined the registry."

Maman continues to reminisce about the market's good days: "During this time last year, we drew thousands of tourists, from across the country and the world, as reflected by credit card data – over 40% of cards were foreign, about 40% came from other parts of the country, and roughly 20% were locals from Jerusalem. Now, the situation is the exact opposite, with only Jerusalemites attending. All tasting tours and many tourists have yet to return. This is also why we suffered such a strong blow; while all businesses have been hit during this period, our market was especially hard hit.

"It's also important to understand," he adds, "that rental costs in the market are extremely high. Most merchants rent their shops and can't manage the payments, especially young people who recently opened businesses, spent a lot on renovations, took big loans, and now can't handle it, facing real bankruptcy."

Were the market's shops closed throughout the recent months?

"Throughout the pandemic, we weren't allowed to fully open the market, only essential shops," clarifies Maman. "This left merchants powerless. Currently, thank Hashem, we're in a different position than other markets in the country like the Carmel Market or Hatikva Market, where shops remain closed. Thanks to the efforts of Tali Friedman, the head of the market merchants, and Mayor Moshe Leon, we almost fully reopened. I think it’s logical and safer to shop in an open-air market with police and inspectors enforcing guidelines rather than in crowded, enclosed supermarkets."

(Photo: Tiran Rubin)

And still, you don’t sound optimistic...

"Correct, because I see the ground reality. Customers come trickling in, but merchants are worse off than ever. Unless tourism returns to Mahane Yehuda, the market won’t survive. Not to mention our nightmare scenario of a third lockdown, which I can confidently say most of us will not survive."

And what about you these days?

"In the *Mamlaket Halva*, the past year hit us hard. Of our 160 staff, we had to put 50% on unpaid leave. Our sales to restaurants and hotels stopped, as well as exports to the Philippines and the UK. We also closed shops in Sarona and the Carmel Market.

"Despite all this," he emphasizes, "I have strong faith in Hashem, knowing my livelihood is set from one Rosh Hashanah to the next. We only make an effort, and for us, it’s about reinventing ourselves. In these days when market shops are closed, we're focusing our work outside the market, entering boutiques and gourmet shops, assuring and believing that with Hashem's help, the crisis will pass soon, and everything will return to normal. We have four stores in Mahane Yehuda, and I hope and firmly believe they'll once again be full of customers like before."