By Sarah Hershenson
Buza in Arabic means ice cream. In Israel, it is also the name of the chain of five quality ice cream parlors located throughout Tel Aviv and the Western Galilee - a region supported by Jewish National Fund-USA. The co-owners, Adam Ziv, who is Jewish, and Alaa Swietat, who is Muslim, have established one of Israel’s most beloved ice creameries where the only flavor you won’t find on the menu is politics.
When asked to comment on the recent news of an ice cream brand owned by Unilever deciding to cease operations in Israel, the pair barely noticed. And how could they? With lines snaking out the door of their flagship store in the Jewish-Arab town of Ma’alot Tarshiha, the pair remain focused on bringing people together over their delectable desserts.
Buza's owners Adam Ziv Alaa Swietat
Buza’s owners know they have developed a successful business in Israel as makers of a quality product, and for them, the story is about making the best ice cream possible with a co-existence cherry on top.
“Nearby Italy is famous for their quality ice cream,” explains Ziv, “and because I always liked ice cream, I knew I had to go there and learn. Ice cream is fascinating because this one delicious food can come in so many flavors. After my time in the Israel Defense Forces (IDF), I planned a trip to Italy and decided my main responsibilities were going to be playing music during the day and eating ice cream at night.”
While Ziv was in Milan, his mother contacted him about a project in the Canary Islands. She heard about a man, a pensioner, who made a decision to build a raft in which to cross the ocean.
“He was looking for help with his project and I saw it as an opportunity,” says Ziv. “Working with him was a great experience made even better by having a very good ice cream parlor nearby. The owner saw I was a steady customer, and suggested I work there in the evenings, play my guitar, and sing. To top it off, he offered to teach me how to make ice cream. It was a learning experience made in heaven!”
Ziv had planned to return to Israel to study music and psychology until his entire outlook on life changed. After his time in Italy, he realized his dream was to return to Israel and open an ice cream parlor.
Buza celebrates their 9th birthday in style
“I learned and was inspired by the man building the raft (who afterward had a successful voyage) to follow through on my ideas and my heart’s desires. When I returned to Israel, the concept of opening an ice cream parlor blossomed. I wanted it to be where I come from, which is in the Western Galilee, and I wanted to open it with an Arab partner.”
Ziv grew up in Kibbutz Sasa and started searching for a nearby location and partner. Along the way, he met Alaa Swietat, a noted Arab Israeli chef and owner of the successful Aluma restaurant.
Ziv points out he was looking for a partner who had business experience and a thorough knowledge of food preparation. After their first meeting, the duo clicked immediately. Even though ice cream is not a regular part of the Arab diet, Alaa was interested and impressed with Ziv’s passion and enthusiasm. He told him he knew of an available, good location in the center of Ma’alot Tarshiha to open an ice cream parlor, and the reality of Buza started to take shape.
They divided their labor according to expertise. Sweitat took charge of operations, traveling to each shop checking that they were clean; making sure the ice cream is exquisite and fresh; and choosing the employees. Ziv took the lead on business development, new ideas, and the production of the ice cream.
In 2017, the two owners of Buza won the prestigious Flourish Prize awarded by the UN to seventeen businesses worldwide. “Not only were we happy to be recognized by this world body, we were also delighted to be the first Israeli business to win the Flourish Prize,” says Ziv.
Today Buza has five locations serving ice cream made fresh every day in Buza’s plant in Kibbutz Sasa. Their flavors are inspired by the seasonal abundance of fruits, nuts, and berries in the Galilee, and they have expanded their services to catering birthday parties, special occasions and presenting workshops to teach the art of fine ice cream making.
“Our satisfaction also comes from the fact we are producing a local product, giving people employment, and bringing people of different ethnic groups in the Galilee together,” points out Ziv. “The relationships of Buza’s employees, salespeople, and customers are generated by an ice cream cone, and we could not be happier.”
To celebrate their business’ 9th birthday, the ice cream makers held a party for their entire town, as onlookers could hear families, young people, and local businesses talking in Hebrew and Arabic as they lined up in anticipation of a free cone. “It was such a happy day,” said Ziv. “The weather was perfect to enjoy ice cream and celebrate Buza’s birthday with our customers on a Friday afternoon really was a joy.”
Ziv approximates over 1000 people came to their birthday party. There were balloons, a DJ, music, a JNF-USA Western Galilee Now information booth, and the star of the afternoon: free ice cream. People came in all sorts of attire, ranging in age from babies a few weeks old in strollers to grandparents. As they streamed into the Buza celebration and intermingled pleasantly with each other, one could see they represented all the ethnicities and cultures of the Western Galilee. The smiles on their faces proved they were brought together by ice cream and were celebrating friendship in an atmosphere of togetherness.
“I think people should have normal lives and be able to pursue goals that are interesting and meaningful. To be able to do this and to feel you are part of a community is the best part of life,” remarks Ziv.
JNF-USA's Western Galilee Now Tourist Information Center
“In addition to the Western Galilee Community, we are proud to be a part of the worldwide Jewish community,” he continued. “Thanks to the support of organizations like the JNF-USA, we see our area of Israel growing in population and economic opportunities. They plan fabulous trips to the North of Israel which in turn inspires other groups to come, visit, and support the region. The attitude of JNF-USA members is very positive, and it is a joy to welcome their groups and donors as they visit and support Israel and the Western Galilee.
JNF-USA has developed a positive vision of developing the Galilee through its Go North initiative. As part of the organization's vision, they are attracting 300,000 new residents to Israel’s north. To achieve this, they support large-scale economic development which includes bringing hundreds of small businesses together through their Small Business Association. In doing so, they unite efforts such as pooling shipments to customers and working on joint regional marketing efforts. By driving down costs, they become more profitable, setting them up for long-term success.
Through JNF-USA’s Western Galilee Now, the organization promotes the region’s multicultural, historical, and geographical richness while highlighting the north’s boutique wines and beers, local delicacies, organic produce, and traditional handicrafts, along with its natural beauty and the magnificent sights connecting the Mediterranean Sea and the mountains.
While some may try to politicize ice cream, the only thing Buza’s owners are focused on is bringing people together. As Ziv and Sweitat point out, they generate employment for both Jews and Arabs in each of their five stores and manufacturing plant. “We look at the qualities of the individual and take pride that we are a beacon of coexistence,” says Ziv.
To support JNF-USA’s community-building initiatives in Israel, visit jnf.org/donate. To experience the wonder of Israel's north, visit jnf.org/travel