THE DETROIT JEWISH NEWS — Friday, October 3, 1958-40

Detroiters Triumph in Israel

Bormans, Loch, Hordes, Feinberg
Master-Minded the Supermarkets

(Copyright, 1958, Jewish Telegraphic
Agency, Inc.)

Thanks to a Canadian Jew-
ish authority on large-scale food
marketing and to several De-
troiters who are anxious to as-
sist in raising the standard of
living of the Israelis, a sensa-
tional development is being
watched with keen interest. in
the entire Middle East: the es-
tablishment of the first -Amer-
ican-patterned supermarket in
Tel Aviv.
Because of the great success
scored by this new venture, in-
terest in similar projects is
spreading to nearby countries,
and to European centers where
the supermarket is still a vision.
Supersol
•
— as the Israel
supermarket project is known
—began two years ago, while
the Sinai and Gaza Opera-
tions were in progress. Two
settlers in Israel from De-
troit, Herbert Hordes a n d

HERBERT HORDES

Alan M. Feinberg, came to
their native city with the
idea that the Israelis, with
whom they had begun to share
their life's activities, should
be aided in reducing their
cost of living and should be
helped in acquiring the best
available food products.
"The solution lies in the sup-
ermarket," they told a number
of leaders in the supermarket
industry in Detroit, and they
began to outline a program
that soon captured the imagin-
ation of several public-spirited
industrialists.
This is where the industrial-
ists stepped in. Tom and Ab-
raham Borman, enterprising op-
erators of supermarkets in
Michigan, became enthusiastic
about the idea. The two men
had rendered valuable services
to Israel for many years, Torn
as an active leader in the Is-
rael Bond movement, and his
brother Abraham as a leader
in the Monist Organization of
Detroit of which he is the pres-
ent president.
The Bormans interested three
other leaders in the supermar-
ket industry, John and Nathan
Lurie . and Sam Frankel. They
invested the initial sums for
the first Tel Aviv Supersol
Supermarket, delegated Hordes
and Feinberg to proceed with
the development and were de-
termined to provide for Israel

TOM BORMAN

the advantages now gained
through the supermarkets by
Americans.
There were obstacles in the
path of the supermarket pion-
eers, as was evidenced by . the
picketing by small grocers
when the first supermarket op-
ened its doors. Some members
of the Israel government were
skeptical and there was oppo-
sition in certain Histradut quar-
ters. But these were overcome,
thanks especially to the efforts
of a newcomer Into the venture
— Bertram Loeb, of Ottawa,
Canadian supermarket operat-
or.
Loeb knows Hebrew. He had
studied in the Hebrew Univer-
sity and he hopes to settle in
Israel. He was so enthused with
the supermarket idea for Is-
rael that he invested a substan-
tial sum in the undertaking
and immediately left for the
Jewish State to iron out what-
ever wrinkles had begun to
threaten the project. He prov-
ed to the Israeli leaders that
the country would benefit from
supermarkets, that the Israelis
would get better food — cheap-
er; that the grocers who might
be affected would be benefited
because they would get better
paying incomes by obtaining
jobs in the supermarket.
Soon, the barriers were
lifted, Histadrut's Hamashbi•
consumers' cooperative offer-
ed to sell its products to Sup-
ersol, and the idea became a
reality.
Tom Borman explained. the
convictions that had led him
and his associates to pursue
the supermarket plan.
"We were ourselves small
grocers, and There was a time
when the large combines threat-
ened our existence and gave us
a scare — right here in blessed
America," he said. "It did not
frighten us out of existence.
On the contrary, it woke us up.
We knew then that what we
had to do to stay in business
and to live was to offer better
food products, at the lowest
possible prices, in ,the cleanest
and most inviting stores. We did
just that, and– the big markets
were no threat to us. We, too,
became big market operators.
We, too, introduced the super-
markets. Now we are secure
and are benefiting our commun-
ity."
Borman said that he and
his supermarket associates

U. S. 6th Fleet Ready to Defend
Israel on Signal from Washington

(Direct JTA Teletype Wire
to The Jewish News)

TEL AVIV — Eight Israel
newspapermen who were guests
of the U.S. Sixth Fleet "in
Eastern Mediterranean waters"
during a one-day visit were
told by U.S. Navy official that
the Eisenhower Doctrine ap-
plied to Israel, it was revealed
Tuesday.

Rear Armiral Lewis Parks,
commander of the cruiser
force in the Atlantic Fleet,
also told the visiting newsmen
that if Washington gave the
order, "within minutes the
Sixth Fleet could go into ac-
'tion in defense of Israel." The
newsmen visited the 31,000 ton
aircraft carrier, the Randolph,
and the heavy cruiser, the
Newport News.

are confident this is just
what will happen in Israel.
The Jewish State will have
cleaner grocery stores, the Is-
raelis will buy better food —
cheaper than before — and
all will benefit.
"Proof of the justice of our
contentions was provided im-
mediately after the opening of
our first supermarket, whose
headquarters are at 12 Hakar-
evet Street in Tel Aviv," Bor-
man added. "The fact that the
small grocers organized at once
into a Merchants Association
proved that they would begin
to give their customers value.
We are informed that the small
stores are being cleaned up,
that wiser merchandising is be-
ing conducted — that the Israel-
is truly are being benefited by
what we had introduced in Is-
rael."
Borman said that he and his
fellow-sponsors of the Israeli
supermarket idea are not inter-

Standard of Living Increases,
People Live Longer in Israel

JERUSALEM, (JTA)—Israelis
produce more, eat better, and
live longer than in previous
years, according to the govern-
ment Year Book issued for the
Jewish New Year.
Agricultural production in-
creased by 211 percent during
the State's first 10 years in
which there was a population
growth of some 68 percent. This
enabled better eating and an in-
crease in caloric supplies of lo-
cally-grown foods by 27 per-
cent.
Self-sufficiency has been
reached in vegetables, potatoes.
fruit, milk and dairy products,
eggs and poultry. Fish pond cul-
tivation and off-shore catches
already account for half of the
country's seafood - consumption
and for the first time last year
sugar was supplied from local
refineries.
Last year's industrial produc-
tion totalled 1,500 million Israel
pounds as compared to 460 mil-
lion in 1949. From some 100
million kilowatts produced in
1949 last year's consumption ex-
ceeded 400 million. These fig-
u•es permitted a reduction in
imports of from 180 Israel
pounds per capita during the

first year of the State to .80 in
1957.
Some 25 million litres of
wine, beer and spirits were con-
sumed last year, an increase of
21 percent over the previous
twelve months.
According to statistics the
average life span in Israel is
the proverbial three score and
ten, among the longest in the
world. Life expectation among
men is 69.1 and among women
71.3. Incidence of tuberculosis
is 5.7 per 10,000 and tubercular
deaths are 6.1 per 100,000—
both among the world's lowest.
Kaiser Company Plans
Three New Factories in Israel
The American Kaiser Com-
pany, assemblers of Jeep cars,
and Renault cars and trucks;
plans to open three new fac-
tories in Israel in partnership
with local companies, Ephraim
Ilin, head of the Kaiser-Renault
plant in Haifa, told newsmen.
The three plants, all to be
located in the industrial com-
plex arising at Ashkelon, will be
financed by American, Israeli
and French capital. They will
manufacture spare parts for
automotive equipment, gears
and metal-working machinery. .

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ested in profits. "We could
make a lot more money here
by reinvesting in the States
what we are investing in Is-
rael," he said. "But we are in-
terested in Israel: We want to
help the people there and we
plan to proceed with' our activ-
4
itis until we will have . estab-
lihed at least a dozen supermar-
kets in Israel. We are planning 1.1 t3
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at least one more supermarket
in Tel Aviv very soon and one
ri 4jrnt?
each at early dates in Haifa
,
;".),
and Jerusalem."
71/
Borman said the supermar-
ket sponsors were encour-
?
aged by the presence in Is- '' ~ 1tU1
rael„ at the official open-
ing of the first supermarket, . 4
of Joseph Krall, of Kandall-
ville, Ind., president of Mc-
Cray Refrigeration Co., which
r.IrsTntV
had supplied refrigeration
equipment for the supermar-
1)1:intr'
ket•
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1)r. intril
Hordes and Feinberg contin-
ue to supervise the progress of
p41?
the supermarket idea in Israel.
Borman praised the two young /1 1?
!7=4;t;; -"71:)
men who masterminded the
idea: (Herbert Hordes is the son
of Mr. and Mrs. William Hordes
111.1•■••■•••=mmollo
and Alan Feinberg is the son
of Mrs. David Feinberg.) Hor-
des' father prominent labor
Zionist and Jewish National
Fund leader, joined the group
as one of the financiers of the
supermarkets.
'l
4
The latest encouraging word
from Tel Aviv is that the house-
• t : •
wives are highly pleased with
the supermarket where more
than 7,000 people are shopping
daily, examining and purchas-
ing from nearly 4,000 different
items that are available for sale.
D'11
,
1111 5)1? l c)
The latest word is: the poorly-
•
•
• ; -
w frt•,
managed small grocery stores
previously had contributed to
Reading material in vocalized Easy Hebrew, and also material fof,
rise in prices. Now all Israel can
advanced students may be abtained through your local Hebreu4
hope to be benefited by what
Organization or by writing to : Brit Ivrit Olamit, P.O.B. 7111 a
is being introduced by the De-
Jerusalem, Israel,
troit and Ottawa men of vision
in the food industry.
Published by Brit Ivrit Oleua
—P.S.

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