September 19, 2011

Retailers Use Rosh Hashanah to Flag Values and Themselves

Chicago…The ad from Acme is similar to many in the SuperValu chain that includes  specials on such holiday staples as Kedem grape juice, honey, honey cake and gefilte fish, but there are also many items like meats and foods from Israel that are also in the mix as well as an opportunity to support the Jewish National Fund, an organization committed to enhancing natural resources and nature in Israel such as growing trees and facilitating water treatment. Yakov Yarmove, the Corporate Business Manager, Ethnic Marketing and Specialty Foods, for SuperValu designs his holiday ads as much to bring attention to a store’s broad assortment of kosher foods for the holidays as he does simply to promote a store’s focus on kosher year round. At A&P there was an effort to promote helping families deal with the high cost of the holidays. Its ads promoted  A&P’s Own Brand lines including many popular kosher holiday staples, such as America’s Choice honey and Green Way organic honey, as well as other key ingredients like apples and grape juice. “Our extensive kosher selection demonstrates our commitment to meet the needs of Jewish customers throughout the year, especially as they prepare their holiday meals, ” said Barry Eizik, Kosher Category Manager for A&P, which owns such stores as  A&P, Pathmark, Waldbaum’s, Superfresh and The Food Emporium. At Price Chopper, the specials include the store’s own baked Challah and at Stop & Shop, in addition to the traditional holiday foods, the biggest savings are on apples and honey. The big push for the kosher consumer during the High Holy Days is a reflection of the importance retailers put on positioning their kosher status at a time when a large portion of American Jews is paying attention (as many as 70% observe the holidays, according to some studies). With the lucrative Passover season still more than a half year away, the retailers hope to impress their potential kosher consumers when, as on retailer put it, “are a captive audience.”