On December 28, 2023, I landed in Tel Aviv not as a tourist but as an oleh chadash—a new immigrant. While my decision to make Aliyah was deeply personal, its timing, just weeks after the tragedy of October 7, tied my arrival to Israel’s collective moment of crisis. Amid the ongoing war, I witnessed firsthand the economic strain rippling across the country: tourism at a standstill, small businesses struggling, and families facing profound uncertainty.

Small businesses are the backbone of Israel’s economy and culture, accounting for over half of GDP and providing critical employment in communities across the country. Yet today, these nearly 700,000 small businesses face a trifecta of challenges: the loss of tourist revenue, disruptions caused by reserve duty requirements, and the difficulty of accessing global markets. This is why I founded ESEK—a platform designed to empower Israeli small businesses by providing the tools, infrastructure, and visibility they need to connect with people and communities around the world who want to support Israel.

ESEK is not just a marketplace; it’s a bridge. We work directly with small businesses, especially those in Israel’s geographic and social peripheries, to find unique products, and tell the unique and remarkable stories behind them, of everyday Israelis who represent the full diversity of Israel. ESEK prides itself on a unique business model that puts small businesses first - providing them both reliable revenue and strategic partnership to unlock even more value. Every purchase is more than a transaction—it’s an act of solidarity for the small business, its owner(s) and their entire community.

This week’s Torah portion, Vayishlach, tells the story of Jacob wrestling with an angel—a moment of struggle that ultimately transforms him, earning him the name Israel. This narrative resonates deeply with Israel’s small businesses today. They, too, are wrestling with immense challenges - navigating a wartime economy as well as each individual’s struggle to cope with the personal effects of the ongoing war. But, like Jacob, they have the resilience and determination to emerge stronger. Small business owners across Israeli geography and society are worthy inheritors of the name Israel, and Jews around the world have a role to play in that ongoing resilience.

Supporting these businesses is an opportunity for us to stand alongside them, to show they are not alone, helping to ensure their transformation into thriving businesses that embody the entrepreneurial spirit and Jewish soul of Israel.

In the last year, I have had the privilege to meet and work with hundreds of small business owners. This experience has transformed my understanding and appreciation for modern Israel and I am excited to share this and much more with you on December 17.

I hope you’ll join us to learn more about ESEK’s work and how you can make a tangible difference. Let’s turn our collective support into action, empowering Israeli small businesses to thrive and ensuring that their stories, products, and communities continue to inspire us all.

Andrew Keene is the founder of ESEK, a social business based in Tel Aviv connecting people worldwide with the unique products and remarkable stories of Israeli small businesses. Andrew is a member of the Board of Governors of the Jewish Agency for Israel and Leadership Cabinet of the American Zionist Movement.