Beta

Cultivating Solutions from the Ground Up

A cornerstone of Israel’s agricultural landscape, the cooperative Milouot embarked on a critical mission: to bridge its deep-rooted expertise with the dynamic forces of external innovation.

Enter Beta, a groundbreaking startup builder designed to steward the organization’s evolution into sustainable food solutions.

While internal initiatives like this often face inherent tension between preserving tradition and embracing transformation, we discovered that forward-thinking was in fact deeply rooted in Milouot’s DNA. So captivating was this founding ethos, we made it the heart of the Beta brand.

“Shared purpose is the cornerstone of the Beta brand. Rooted in the vibrant landscapes of the northern Galilee, layered visuals connect the past with the present, inviting collaboration towards a better future.”

Tomi Nelkin Fantini, Brand Lead, TEC

“When establishing Beta, TEC quickly evolved from branding agency to true partner. They dove deep into our unique story, guided us with precision, and created a brand identity that perfectly captures who we are. Their creativity and insight continue to bring fresh perspectives to our journey, ensuring Beta’s unique voice reaches the world exactly as we envisioned.”

Dana Shlezinger, Founder & CEO, Beta (Milouot Innovation)

The Beta Brand Story

Ours is a story of creation. Of what is possible when diverse minds rally around common purpose. Our legacy took seed in the earth of the Western Galilee by men and women who marched to the rhythm of ‘us’ rather than ‘I.’ Our founders nurtured their security without a roadmap, cultivating wisdom one season at a time to become agricultural leaders who sought results rather than spotlight. With eyes ahead, they nurtured a nexus that moved something larger than profit, propelling our communities forward to thrive locally and find markets globally.

Now, a new horizon beckons. 

To meet the demands and opportunities of tomorrow, we must adapt the way we work today. Beta is charged with the mission of cultivating solutions for our farmers and communities from the ground up. With us, select entrepreneurs, corporations, and academics converge with Milouot’s internal network to answer challenges originating in our farms with solutions that have global market potential. 

Through our methodology, Beta innovations are vetted, prototyped and validated for product/market fit. Our goal is to connect the next generation of agricultural and climate thinkers with unique expertise and direct field access to steward a more sustainable future. We achieve this through two primary programs. Our venture builder identifies needs from our farms and beyond, fostering the creation of independent businesses. And our Scale-Up Hub empowers external startups tackling local challenges with global potential, providing resources and access to our “agricultural playground” for prototyping and market validation.

Together, Beta activities combine to become more than the sum of their parts. We are Milouot’s new nexus, cross-pollinating vision to spur innovation and the nourishment of tomorrow.