This is hands down the best "health food" store in Tel Aviv. They have been around forever, and have the most experience. The staff is friendly and helpful. There is a plentiful selection of organic produce and all kinds of baked goods that you cannot find anywhere else. They've got an extensive selection of vitamins and cosmetic products. When you come in, the items on sale that week are right in front of you, and worth checking out. If you can't find something, just ask. They probably have it. Parking can be a challenge, so consider coming on foot or by bus or taxi. Or you can park across the street in the Gan Ha'Ir mall parking lot.