New York…The Manischewitz Company, a 120 year-old Kosher foods company that was originally founded in Cincinnati by Rabbi Dov Behr Manischewitz, has in recent years redefined itself as much more than the nations’ leading Matzoh manufacturer and the creator of Tam Tam’s. In addition to a complete package redesign and the addition of dozens of SKU’s, Manischewitz has also become much more aggressive in its marketing and promotions. A good example is its Man-O-Manischewitz cook-off, which took place at the JCC on Manhattan’s Upper West Side on March 31st. Featuring the five finalist of Manischewitz’s national recipe competition, the cook-off also played host to famous celebrity chef Jacques Pepin, who was a member of the judges panel. The winner of the $25,000 contest, Mr. Stuart Davis of Cherry Hill, NJ cooked up a Chicken and Egg Donburi, a much-loved Japanese dish with a special kosher kick. Over 100 people attended the event, including a representative of Mayor Michael Bloomberg, who officially proclaimed March 31st as Man-O-Manischewitz Day in New York City.
The Manischewitz event also helped promote May as Jewish Heritage month, an initiative begun by former President Bush and continued by President Obama. Manischewitz has focused on its positioning as a company dedicated to the production and distribution of great Jewish foods, a positioning it hopes will gain favor with a new generation of kosher food consumers. As the saying goes: “so far so good!”