May 1, 2017

Dramatic Increase in Passover Web Traffic

New York- by Devorah Paltiel, KT Feature Editor…Although traffic to online kosher recipe websites continues to grow on a daily basis, it appears to have soared this Passover. Kosher Network International, the media company that produces Jamie Geller’s Joy of Kosher website, said that joyofkosher.com experienced an 84% increase in site traffic over last year with a total of 500K unique users and over 2 million page views. JWfoodandwine.com, the food and wine website produced by The Jewish Week, also saw a 20% increase in traffic in the month leading up to Passover.

According to Devorah Shapiro, VP of Marketing and Operations for KNi, this year Passover recipes didn’t only attract Jewish-focused media, but there was increasing interest from mainstream media as well. KNi noticed another trend: “It’s interesting, although people are saying that they are looking for “new Jewish” recipes – a modern spin on the classics – what was actually trending the most during the holiday were the classics, such as Potato Kugel Cups, Classic Gefilte Fish, Matzo Balls, and Brisket in Wine Sauce,” said Mrs. Geller, founder of KNi. On the other hand, JWfoodandwine.com found that recipes that were slightly more out-of-the-box, such as Matzah Caramel Buttercrunch, and Bitter Green Salad with Orange, held more appeal with their users.

Regardless of these trends, say retailers, the popularity of these sites, the hefty supplements by Jewish newspapers and magazines, has driven the sales of ingredient items. Of 52,000 items that were certified kosher for Passover, many were ingredient items. Julia Child once said: “A cookbook is only as good as its poorest recipe.” Her words probably hold less meaning these days as printed cookbooks are being swapped out for online recipe directories and cooking blogs. This is true in the kosher world as well, with the rising popularity of kosher food bloggers and the growing success of the recently-launched Kosher.com, a central database of Jewish magazine recipes, step-by-step videos, menu generators and kosher news.

With the growing popularity of kosher home cooking, the words of Julia Child most definitely still ring true: “Learn how to cook – try new recipes, learn from your mistakes, be fearless, and above all have fun!”

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