Entrepreneur Michael Osadon has launched a new high-protein ice cream company called RAITO in memory of his close friend Or Eshkar, who was killed in a terror attack in Tel Aviv in March 2023. The company's name, meaning 'light' in Japanese, honors both Eshkar's legacy and the friends' shared journey to Japan. The initiative is supported by basketball player Deni Avdija, who joins in commemorating Eshkar through this unique tribute. RAITO aims to blend innovation with remembrance, turning personal loss into a positive force for change.