One of the single places in the city where you could find organic high quality goods. The have products you won't be able to find in regular supermarkets.
Your best option for organic and healthy shopping in this area, unless you're willing to go to Tel-Aviv area where you could find a variety of healthy food.
The store is a bit expensive comparing to the cheap groceries stores around, but same as everywhere, for example Whole Foods is more expensive than Costco so it's your choice.
As for the products, some of them are from known companies, whether "Green" the Israeli company or other European and US brands.
If you are not familiar with Hebrew at all, it would be less of a challenge comparing to other groceries stores since a lot of products described in English, even though the store doesn't support non Hebrew speakers and you might have to use some help to get around.
Nice and clean store
Highest prices for groceries,
Huge variety for vegans, "green", organic and healthy food.
Also small pharmacy with food supplies and vitamins.
The place to get your vegan on