The New Millennium
The 2000s were characterized by the growing pace of Israel retail market. The large supermarket chains Shufersal, Greenberg, Club Market, Ribua Kahol, and Hatzi Hinam started applying a European model for growth and expansion, and opened new heavy discount branches on the outskirts of cities at an intensive and rapid pace. Competition increased and over time, the number of branches grew, and with it grew the need for organized daily distribution of refrigerated produce in a regulated high-quality cold chain. Marina took on the distribution challenge, and between 2004 and 2009, it established a supportive logistics system, advanced growing farms, and a distribution array of around 20 daily distribution routes, incorporating a van sale approach. This array was the first to supply fresh produce to retail and professional destinations (restaurants, function halls, hotels, and supermarkets). This new array was operated alongside a "direct marketing" array, which at the time comprised 3 daily trucks to wholesale clients and logistics centers. Over the years, the expanding company has kept investing in appropriate infrastructure in the field of mushroom farming, and relied on equipment from the best manufacturers and the most up-to-date knowledge in the field, primarily from the Netherlands.