In light of the global climate changes, the expected population growth (9.6 billion people in 2050) and the improvements in quality of life, the sustainable production of high-quality food is a complex challenge, even more so due to the fact that the quality of agricultural land is degrading world-wide and water shortages are expected to continue to aggravate. We propose to deal with this challenge through focusing on the root zone. Knowledge on the root zone, the part of the plant which is hidden to the eye, is scarce compared to that on the above-ground parts of the plant, and this constitutes a limiting factor in agricultural industries. We propose a multidisciplinary hub of knowledge for developing tools and innovative methods which will reinforce Israel's productive capabilities – in industry and agriculture. The applicative potential of such a database of knowledge focusing on the root zone is huge, both for the industry and for the Academia in Israel. It will allow the development of knowledge and technologies for dealing with the ever-changing environmental conditions, while maintaining a sustainable environment. The “Root of the Matter” knowledge hub will encompass three research projects: the first will focus on improving stocks and scions for grafting under stress conditions; the second will deal with an accurate chemical and physical description of the root zone for monitoring purposes; and the third will focus on enhancing growth and protecting the plant from infectious agents by using beneficial bacteria.