SMART COLOUR TECHNOLOGIES
Company profile
Florma develops and supplies colorants, additives and equipment to industry, specialising in precise colour-matching and a complete colour solution for every customer — for more than 85 years.
Our story
Yontchi, Florma's founder, came to Israel with a Zionist vision and opened a small shop in south Tel Aviv in 1938. His son, Eli Florenthal, grew the business from selling small packaging into a leader in its field. Today Florma is run by the third generation — Efrat Florenthal More and Daniel Florenthal — with knowledge and expertise built over more than 85 years.
Our home
Florma's headquarters sit at 3 Hayam Road in Kfar Saba, bringing development laboratories, deep stock and a technical-support team together under one roof. From there we give customers across the country a fast, personal response.
Yontchi's vision came true — and in a big way.
Florma, since 1938
What we do
We produce high-loaded pigment concentrates, mechanically breaking the pigment agglomerations down to their basic particles — for better uniformity, opacity and colour strength. Since 2000 we have also supplied liquid colour (Fliquid) for the plastics industry, alongside additives and technology solutions for dosing, conveying and mixing.
Our colour-development lab
Florma's development department is equipped with modern tools and an experienced, professional and creative team. We guide every customer closely and thoroughly — from defining the requirement to a precise colour solution matched to their needs.
Partnerships with the world's leaders
Florma is the exclusive Israeli representative of some of the world's finest manufacturers of colorants, additives and machinery. Some of these relationships date back to the end of the Second World War, and are built on trust, quality and ongoing technical support.
Our journey
- 1938
The beginning
Yontchi came to Israel with a Zionist vision and opened a small shop in south Tel Aviv.
- 1945
Reaching the world
As the Second World War ended, the first partnerships with leading global manufacturers were formed.
- 1974
Second generation
Eli Florenthal, the founder's son, grew the business from selling packaging into a leader in its field.
- 2000
Liquid colour
Fliquid — liquid colour for the plastics industry — was launched.
- 2025
Into packaging
Florma acquires the Israeli company Novopack, adding weighing systems and end-of-line packaging solutions.
- Today
Third generation
Efrat and Daniel Florenthal run the company from Kfar Saba, to ISO 9001 and 14001 standards.
Industries we serve
Our values
Uncompromising quality, excellence and service. Florma works to ISO 9001 and ISO 14001 standards, and is committed to product quality, to service and to the environment alike.