You’re sitting on the beach, soaking in the sun’s rays and listening to the waves on a clear blue Tel Aviv day.
Suddenly, you have an urge for watermelon and a cold drink. But you’re just too lazy to get up. And why spend all that money at the local beach kiosk or café after a long wait in line?

Thanks to Mishlohof, all you have to do is turn on your phone, open the Mishlohof app and click on whatever product you’d like to order.

Within 30 minutes, Mishlohof will make a GPS-based delivery via an electric sand bike with a cooler box. You don’t have to move an inch!

Bar Reuven, the CEO of Mishlohof, came up with the idea for the startup on a trip to Brazil following the completion of his IDF combat service in Unit 669, the Airborne Rescue and Evacuation Unit.

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“While I was visiting the beaches in Brazil, I noticed how vendors would bring foods and drinks straight to the beach-goers. I thought, why can’t this be something that happens in Tel Aviv?”

So Reuven, 27, returned to Israel with both a nice Brazilian tan and a business idea. He decided to launch Mishlohof last year and brought in two partners, former Unit 669 soldiers, to help design the app and launch the company. The startup’s name is a combination of the Hebrew words for delivery (mishloah) and beach (hof).



Following Mishlohof’s success on the beaches of Tel Aviv, Reuven has now expanded the venture to Rishon LeZion and Eilat.

“Our service is relevant to everyone,” emphasizes Reuven. “From teenagers to senior citizens, our Mishlohof is accessible and affordable to every beachgoer.”

“Our biggest challenge is to get people aware that our service even exists,” he says. “Because we are the only company in this e-commerce field, we are working hard to raise awareness that there is a better and more convenient way to enjoy your time at the beach.”

The app, which is compatible with all devices, is available for download in English, French, and Hebrew. You can choose to pay via PayPal or cash, making the service accessible to Israeli natives and tourists alike.



 One can order from a large variety of food and drinks, from fruit, ice cream, popsicles, snacks, shakes, coffee, beer, and wine, to beach products like sunblock, towels or swimwear.

Reuven points out that a garbage bag is included with each order. “We are all about keeping the beach clean,” he says.

Reuven’s next goal is to expand Mishlohof on a global scale. He is eyeing Ibiza, Cyprus, and southern France as well as where the idea for the startup was first born – Brazil.

“We’ve already got a name for our service abroad – Taplaya,” he said. “We hope to revolutionize the way people enjoy beaches both in Israel and around the world.”

By Israel21C