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The Very Sett lor 5790
Shadco Advertising
Specialties? Inc.
"<>S aw fc lattriM frr « pad gtarl”
Jack and Alice Pasmtmick
PkiUip and Robert Zachary
Arlene and Harry Rothstein
We wish all of our relatives, friends and
customers a very Happy and Healthy New Year.
by Larry Aryeh Rubin American housewives use food
Today, the kosher food in- wd related products which are
dustry is a lucrative and grow- koshw*.... _ Since the average
ing business. Hebrew National, Jewish household sue is 2.98, the
Manischewitz, Rokeach, Streits Orthodox Union s estimate of 2,-
and other food companies which 600,000 kosher consumers ap-
have traditionally catered to the proximates Jacobs tally of 2,-
Jewish/kosher market are now 860,000.
being joined by national food However, the most
companies who have had their authoritative figures come from
products certified kosher. the National Jewish Population
Although .Maxwell House and Study conducted by the Council
Kraft have promoted their of Jewish Federation and
products to the Jewish market Welfare Funds. The results of
for decades, other companies the study, released in December
have only recently included the 1974, indicate that 25.9 to 27.8
koeher segment of the popula- percent, or approximately 1,-
tion in their marketing plans. 600,000 American Jews, adhere
Requirements for kosher cer* to the laws of kashruth.
tification are stringent. In order Another major buying group
to obtain certification for a consists of Jews who do not
product, all aspects of its adhere to the laws of kashruth,
production must be supervised but purchase selected kosher
in accordance with holocha — foods. This group becomes more
Jewish law (see box). If a pro- prominent during the Passover
duct is promoted as koeher, and season when products and in-
the Jewish dietary laws are not gradients containing leaven can-
followed, the Food and Drug Ad- not be eaten. During this eight-
ministration considers the day holiday, many of the more
product mislabeled and ad- assimilated of America’s Jews
minister* penalties accordingly, abide by the tenets of the
Estimates vary considerably Passover dietary rules and
as to the true size of the market purchase kosher ethnic foods,
which observes the laws of An interesting note is the es-
kosher or maintains a kosher tablished existence of a non
home. Jewish peripheral market that
Richard Jacobs, president of purchases koeher products. It in-
the Joseph Jacobs Organization, eludes various sects like the
a New York City-based adver- Seventh Day Adventists and
tising agency which specializes Black Muslims whose religious
in the Jewish market, maintains laws prohibit the ingestion of
that 50 p&r cent of America’s animal by-products. Selected
5,700,000 Jews keep some products also receive patronage
semblance of a koeher home. The from non-Jews with a proclivity
Orthodox Union’s publication toward koeher Jewish foods.
The Key to the Kosher Market” The airlines have long noticed
states that “800,000 to 900,000 ju increasing number of kosher
meals ordered by non-Jews. As
'nmu saturoay^Sl one food executive noted, “We
NTTE' Jfc ^.aat believe that there is a certain*
N ,*5, Xg,»*, RS segment of the population that/
The meaning of "kosher* 0
Kosher also implies com
plete separation of meat and
dairy products. The term
pareve indicates that the
product is free from either
meat or dairy ingredients or
their derivatives.
A koBher-observant in
dividual would not consume
dairy products for a period of
one to six hours after in
gesting meat. Therefore, a
pareve item has certain ad
vantages.
Kosher certification ex
tends beyond actual food
items to include materials
which come into direct con
tact with food. A wide variety
of goods including aluminum
foil, soap, detergent, oven
cleaner, Silver polish and
plastic bags are certified as
kosher. This assures the con
sumer that no animal by
products were used in the
manufacturing process.
Kosher is a generic term
that in Hebrew means
“ritually fit.” The laws of
kosher, , referred to as Jewish
Dietary Laws, encompass
three basic categories:
1. Foods which are in
herently kosher. These in
clude fish with scales and
fins, and fruits and
vegetables in their natural
states. \
2. Foods which are
naturally and inherently not
kosher. These include
shellfish, carnivorous birds,
animal and pork products and
fish without scales and fins.
3. Foods which require
special treatment to make
them kosher. Permissible
animals and fowl must be
slaughtered by a religious
specialist, and must have
their blood removed by an in
volved soaking and salting
process.
JACK’S SANDWICH SHOPS
124 It* St. N.W.
A Hast a, Georgia 33318
873-3731
messages- used in other mass-
circulating journals with or
without a tag line acknowledg
ing koeher Gratification.
3. A creative theme geared to
Jewish culture, customs or
rituals.
The direct kosher appeal is
less often utilized than other for
mats. Yet A&P and Savarin
have had considerable success
with these approaches. AAP, for
example, recently supplemented
its campaign by offering a
Traditional Jewish Recipes”
flyer.
Insertion of the standard
advertisement obviously has the
advantage of eliminating the ex
pense of creating an ethnic-
oriented ad. In most instances,
the kosher certifying symbol is
enlarged to be highly visible in
the ad. Some marketers main
tain that this type of advertising
is an equally effective means of
promoting to the kosher con
sumer.
The most frequent format
employed focuses upon Jewish
culture as its theme, with the
koeher symbol prominently dis
played. These advertisements tie
in their products with the par
ticular season (Rosh Hashana or
Passover), make use of English
Yiddishisms (“nosh’’ or
“mayvin”), or create aseociations
with already acknowledged
“Jewish foods" (crriffl t ^jrj}f
fouts the caption, “tradition
in American Jewish homes
for half a century,” The com
pany also launched a successful
promotion during the Bicenten
nial year with a 20-page
pamphlet entitled “Honoring
1776 and Famous Jews in
American History.” This
pamphlet, made available for 50
cents, was prepared by the
Joseph Jacobs Organization.
Numerous other companies
have had similar promotions
with recipe and educational
brochures. Some have offered
sweepstakes prises ranging from
weekends at the Concord Hotel
to 10-day excursions to Israel.
Demographic and research
studies indicate that the average
Jewish consumer in certain
markets has a higher median in
come and more disposable
capital than the non-Jewish con
sumer!
Is it worth spending adver
tising dollars to reach the
Jewish/kosher market?
The media buyer interested in
reaching a Jewish audience has a
choice of more than 100
publications. Almost every ma
jor city with a sizeable Jewish
population supports a weekly or
COMPLIMENTS OF
Wishes Yon a Happy New Year
The People Who Care.
nron ram na»*
Our Facilities Can Handle
' A . iK i' •* k '■'/*. if
Any Banquet-Wedding-Bar Mltzva-
Meeting Or Convention For Groups
10 to 900 People.
Call On Our
To Plan Your Next Function.
1-85 N. at Monroe
Atlanta, Ga. 30324
(404) 873-4661
Asm.
CONTAI N IRS
container corp.
Manufacturers of
CorruyattJ. Slipping fontainrrt
looks to it (kosher) as an indica
tion of quality, fpgd^JfrtircM^
nS It) percent.
Officials and clients of the
major certifying organizations
are reluctant to discuss specific
fees and arrangements. Accor
ding to Rabbi Berel Wein, rab
binic administrator at the
Orthodox Union, most com
panies pay an annual fee of |450
to $1,200 for certification.
Some of the large con
glomerates ’-ggeive a package
deal for a combination of their
products. These prices do not in
clude a resident supervisor’s fee
required for certain products.
All charges are keyed to the
frequency of inspection as deter-
mined by the certifying
organization.
Rabbi Levy of the OK
Laboratories observed that the
average cost of certification is
about $1,000 per year, with some
multi-plant outfits paying in ex
cess of $40,000 per year. In a
New York Times article, General
Foods conceded that supervision
of its Birdseye products
amounted to .0000065 of a cent
per item.
Of the hundreds of major com
panies that subscribe to koeher
certification, a relatively small
percentage have singled out the
koeher market for promotion.
Nevertheless, these food
• fUSH FISH
MMKIT
rULLABETHTQN
TENNESSEE
Have you ever seen
any other vegetarian beans
in a Jewish home?
Anywhere?
Dining at the Great Wail is an experience that mui
joyed with all the senses; sight, sound, taste, an
"fcapaii
monthly local Jewish
newspaper. Jewish periodicals
ranging from the revered
Commentary to the Jewish
Defense League’s KcJiane are
published in English, German,
Hebrew and Yiddish.
ASP supplemented this
campaign with a "Traditional
manufacturers account for the
A new advertising medium,
majority of the national adver-
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