South Florida Business Journal - September 1, 2000

by Joyce Moed

Trade between Florida and Israel of $255 million may be no drop in the bucket, but it doesn't come close to matching the flow between Florida and Latin America.

So, last week Gov. Jeb Bush tried to add another meaning to the term "Promised Land" by spotlighting shared opportunities for Floridian and Israeli entrepreneurs.

"Our job as government-elected officials is to build fertile ground," Bush said. "While we sleep, someone [in Israel] is creating something, and if we don't make the Florida case, they'll manufacture it in California."

Bush delivered his message Aug. 21 to more than 200 people at the Boca Country Club in Boca Raton. They were gathered for a networking event hosted by the America-Israel Chamber of Commerce ¡¾ Florida Educational Institute.

Bush spoke to a room filled with community leaders, including State Rep. Elaine Bloom; Dr. Luis Fleischman, director of the Jewish Federation of Palm Beach County's Jewish Community Relations Council; and Jerry Weisberg, Florida director of the Jewish National Fund. Representatives of local and Israeli businesses mingled and exchanged business cards throughout the night.

The event's goal: to promote trade ¡¾ and in particular, high-tech trade ¡¾ between Israel and the Sunshine State, said Chuck Ruddy, executive director of the America-Israel chamber.

Many high-tech products used in the United States originate in Israel, including the computer industry's fastest Pentium chip, Ruddy said. Bush says Israel's growing number of innovations makes it attractive to Florida companies looking to manufacture high-tech products.

Florida has long lobbied to create high-tech centers within its borders, believing they will strengthen the state's economy by adding more skilled, high-quality jobs to the market, Bush said.

"High-tech means high-value products, which means high-paying jobs," Ruddy said. "It all comes down to jobs, jobs, jobs. It's a total ripple effect. Florida wants more than its share of high-tech jobs."

Palm Beach connection

Bush is the first Florida governor to make trade with Israel a priority in 12 years.

He says the sizable number of Israeli companies already clustered in Florida makes it attractive for other Israeli ventures to follow suit.

More than 25 Israeli companies currently target American markets from satellite offices in Florida, Ruddy said, including several high-tech, aviation and telecommunications companies. They employ more than 1,600 Floridians.

Officials for Enterprise Florida have predicted that Israel could generate $8 million worth of business in Florida in the next year.

"Florida is different from many states because we are always looking forward, accepting new people and new cultures," Bush said.

"I love going to Israel," he added. "It's a place to get your battery charged. There is a sense of purpose that is inspirational. The business possibilities are great."

Opportunities between Israel and Florida are not limited to the high-tech industry, Ruddy added. Office Depot, which has stores in Israel, and Unico ITC/Fisher Pharmaceuticals, which manufactures wet-wipes for an Israeli company, are just two of the Palm Beach County companies doing business with the Promised Land.

"There are highly valued products on both sides," Ruddy said. "Whatever business you're in, Israel is not too far away."

Governor's influence

Ruddy says Bush's appearance at the America-Israel chamber event goes a long way toward spotlighting Israel's business opportunities. It comes less than a year after Bush led 35 Floridians on a business mission to Israel.

"The governor is the No. 1 person in the state," Ruddy said. "When he talks, people listen."

For David Gury, president of Nabi Pharmaceuticals, joining Bush on a mission to Israel convinced him to explore opportunities there for his company.

"The goal here is to make Florida and Israel become friends," he said. "With the power of friendship between Florida and Israel we can do great things.

"Ten years, from now [Israel's] economy is going to be one of the most profitable economies in the world," he continued. "Take my word on that. If we're speaking about business, Israel is a good place to invest and to make money."

Other sponsors of the America-Israel chamber event included the Consulate General of Israel to Florida and Puerto Rico as well as Daleen Technologies, Beroff Associates, the Siegel Group, HostLogic, CM Graphics, Edwards & Angell and Unico ITC/Fischer Pharmaceuticals.