Kosher Food Industry

Brisk Rosh Hashanah Sales Expected

(New York) Retailers in major markets are hoping for record sales this week as shoppers prepare to usher in the New Year of 5767 this Friday evening. The weekend holiday, say distributors, is likely to play a major role in driving sales, although one distributor said that the “loss of independent Shabbos” days during the high holy days will amount to less sales. In all, the High Holy Days represent nearly 15% of the annual sales of kosher foods, estimated to top $11 billion in 2006. The tempo of marketing and merchandising picked up steam with major retailers publishing their FSI’s, many of which were dropped on doorsteps and others included in Jewish publications. For Jacob Rusanov of Wakefern (ShopRite), the big project for the holidays was a magnificent calendar. For Yakov Yarmove of SuperValu (Albertsons), producing a new creative set for his stores was the challenge this year.

Honey is, of course, a big seller at this time of the year and this week shoppers will have many brands to choose from, including Gefen and Manischewitz as well as many flavored gourmet honeys from Israel. For the first time ever, American Jews will be able to dip their challahs and apples in Yad Mordechai Honey, a popular Israeli brand owned by Strauss-Elite that has also transformed itself into a year-round staple for the growing number of health conscious consumers. Yad Mordechai produces 2000 tons of honey for their line of products. Manischewitz of R.A.B. Foods promoted holiday recipes from popular kosher cookbook author Susan Fishbein, including Peach Noodle Kugel. Tnuva USA also promoted many recipes from some of Israel’s most renowned chefs through its website. Rosh Hashanah will set in motion a near month of holidays, one of the most productive seasons for the kosher food industry. Also driving sales for the holidays will be the significant foodservice business during the holiday period. Second only to Passover, tens of thousands of Jews travel to resorts and to Israel during the Succoth holiday. Hotels in Israel have been sold out for months and even the hard hit hotels in the North report a sell-out.

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