Every three months, Israeli entrepreneur Itai Schimmel ships a bit of the Holy Land to thousands of evangelical Christians in America.
Artza, the artisanal subscription company he founded in 2020, means “to the land” in Hebrew. Evangelical Christians are a target market because many support Israel as a nation.
“It’s all about connection,” Mr. Schimmel said in an interview. “People feel very connected when they’re receiving Artza boxes. They feel very connected to history and to the Bible, because these are gifts that actually came from Israel, from where the Bible happened, but on top of that, you feel very connected to the person that made the product, who, by buying the boxes, you’re supporting.