Ex-paratrooper, MBA, father of three ― Nuriel Shrim is a tenth generation Jerusalemite ― an Israeli aristocrat if ever there was one.

Nuriel works as chief of the Ministry of Agriculture's development department ― a job that brings him into contact with a lot of farmers.

And the farmers like him. Maybe it's his warm smile. Maybe it's his gentle nature. Maybe it's the warm Jewish heart that beats within him.

Whatever it is, it works wonders for Yad Eliezer. Because every year Nuriel Shrim manages to convince Israel's farmers to donate $2 million dollars worth of fresh produce to help feed the poor of Jerusalem.

And that's a lot of potatoes and cabbage, carrots and peaches, bananas and tomatoes.

Convincing gruff farmers to contribute part of their harvest is easy for Nuriel. "All I do is recall the joy on those hungry faces in Jerusalem. Then I lift the receiver in my hand and put in an order."