Yosef, who worked as a bus driver for a private transportation company back then, noticed children coming to school with torn bags and worn clothes, and he was immediately reminded that as a child he too was very poor and had nothing as he grew upin Tel Aviv. He fealt puty for the poor families and he decided to take action!

With the consent of the bus company he turned the bus into a mobile charity organization.

After work every day, Cohen would go from house to house, collecting groceries, organizing them into packages, and that same evening, distributing them to needy families.
Eventually his children also joined him, joined by other students of the school, and so every evening there were collections, packs and distributions and everything from the bus.

As years went by, many volunteers joined the charity and a volunteer crew was established, in the meanwhile warehouses were set up for the food collected, charity boxes were distributed to collect products (mother, you promised us a chicken for Shabbat)

Yosef Cohen left his job as a bus driver and has since devoted himself to the giant growing of the Chasdei Naomi empire in Israel.