Despite the futuristic billboard, there’s something retro about Israel’s agricultural pitch to the family of nations. Israel has long swapped its communal agrarian identity for a capitalist society that is one of the most unequal among Western nations. The kibbutz movement is a shadow of what it once was, and nearly all of the farm labor in Israel is performed by foreign workers. But organizers say that Israeli agriculture heritage, as much as its identity as a “start up nation,” is a selling point.