March 22, 2010

Manischewitz Resorts to Promotions to Highlight its Growing Line of Foods

New York…With less than two weeks to Passover, the ageless Manischewitz company was promoting good Jewish food and not necessarily Matzoh. The occasion was the 4th Annual Man-O-Manischewitz cook off held on March 18th at the Manhattan Jewish Community Council on the West Side. With a prestigious panel of judges, lead by world renowned French chef Jacques Pepin, the cook off was conducted much in the same way that the popular Iron Chef is. Competitors were given an hour to cook their dishes and were graded on taste, ease of preparation, creativity and originality. The recipes required the use of Manischewitz's new all natural broth and allowed up to 7 more ingredients. One contestant Harold Cohen, a seventy-eight year old legally blind reconstructive surgeon from Miami, was no stranger to cooking competitions. He has brought his recipes into a number of cook offs such as the Food Network's Ultimate Recipe Challenge. Ultimately the winner was Sarah Freedman-Izquierdo from Miami Beach for her Mandarin Dumpling Soup. With the title and trophy Sarah also received a $25,000 grand prize.

Ever since being acquired by the Harbinger Group in 2007, the company has moved to restore the 120-year legacy of Manischewitz with improved graphics and many new products. At a press conference prior to the event, David Yale, President and CEO of the Manischewitz company mentioned the company’s expanding product line: “As the leader in the kosher market, we take pride in our wide range of specialty products that inspire cooks of all types to create exciting kosher recipes”. Mr. Yale, a seasoned food executive, assumed leadership of the company a little more than a year ago and is credited with improving the company’s lagging sales. One distributor told KosherToday: “Manischewitz has truly reconnected with their core base and this promotion is just one example.”