—Adv.
Memo from Faygo
by
MORTON FEIGENSON
President
"Faygo's new Sugar-Free Diet soft drinks are sales
winners. We're amazed! They have been since the first
week we put them on display."
So reports Bernie Cohen, vice president of
Dexter-Davison Market, located in the northwest
Detroit suburb of Oak Park and the nation's toughest
retail level proving ground for dietetic beverages.
The "toughest" designation is no exaggeration,
because as Cohen says: "Any food item, if it isn't really
good, dies a quick death in our store."
Dexter-Davison's intensely loyal, mostly Jewish,
clientele take home $300,000 worth of pop annually,
more than triple the average for other large super-
markets. Just as astoundingly, diet pop accounts for
approximately 50 per cent of the $300,000. It is not
unusual when Dexter-Davison moves 1,500 cases a
week.
Faygo has long been Dexter-Davison's best selling
brand-name soft drink line and presently accounts for
nearly 40 per cent of its total pop sales.
* * * *
Dexter-Davison handles so many unusual gourmet
products it is recognized as being in the supermarket
industry what Neiman-Marcus is in the department store
field.
But no supermarket can have a monopoly on good
quality food products, and something else draws
shoppers to Dexter-Davison from as far away as Texas.
"It's personalized service," explains 75-year-old
Norman Cottler, president, who started what is now
Dexter-Davison back in 1919. "We give customers the
kind of personalized service they can't find anywhere
else."
Norman, his son, Reuben, and son-in-law Bernie
Cohen seldom occupy their executive offices. Rather,
they are in their store, making sure customers get what
they want the way they want it.
"May we never," says Reuben, almost prayerfully,
"be like a bank where the people who write advertising
about easy-to-get loans are not the people who approve
loan applications."
REUBEN COTT LER, SECRETARY-TREASURER;
NORMAN COTTLER, PRESIDENT, AND BERNARD
COHEN, VICE PRESIDENT, STUDY ARCHITECTURAL
RENDERING OF DEXTER-DAVISON SHOPPING
CENTER, SCHEDULED FOR LATE 1971 COMPLETION
Hopefully, Faygo will always deserve a leadership role
in the Cottler family's planning which now calls for late
1971 completion of an enclosed-mall shopping center. It
will contain a huge supermarket, surrounded by
additional units to make Dexter-Davison a one-stop
source for a multitude of food and non-food products.
"We'll be following the trend toward conglomerate
retailing," says Norman Cottler. "But we won't be
spreading ourselves too much. Our most valuable asset,
personalized service, will always be the strongest link
between us and our customers."
* * * *
s
Guerrilla Bases in Lebanon
Pummeled as Sabotage Rises
TEL AVIV (JTA)—Israel Air
Force jets pounded guerrilla bases
in Lebanon Tuesday. One of the
targets, near the village of Bet
Liff, was attacked Monday night
by an Israeli raiding party which
lost one man killed and two wound-
ed.
One guerrilla was captured,
along with a quantity of arms, am-
munition and documents. The raid-
ers blew up eight houses in the
village.
A military spokesman said the
raids was in response to mount-
ing guerrilla attacks and sabo-
tage against Israeli border set-
tlements in Upper Galilee, all
carried out from Lebanese soil.
There were 69 such incidents
during the last three weeks.
He admitted that the Israeli
raiders failed to inflict heavy
casualties on the guerrillas but
said the raid would have a "cumu-
lative effect."
Apparently the guerrillas were
back in their base Tuesday morn-
ing. The air force attacked them
at noon. Earlier, Israeli jets bomb-
ed and strafed guerrilla bases on
the slopes of Mt. Hermon. All air-
craft returned safely to their
bases.
Mortar shells were fired at Nahal
Golan in the Golan Heights Tues-
day morning and an Israeli patrol
came under fire near Neve Urr
in the Beisan Valley. The fire was
returned in both instances. No
Israeli casualties were reported.
Israeli positions in the Golan
Heights were fired on twice Mon-
day night from Syrian territory.
Two Israeli patrols in the Bei-
san Valley were attacked with
bazooka and small arms fire
Monday morning from the east
bank of the Jordan River. The
fire was returned. There were
no Israeli casualties. Bazookas
and small arms were fired at
Avivim and Margalit settlements
in Upper Galilee Sunday night
from Lebanese territory. No
casualties were reported.
Three youths in Gaza were
severely injured Sunday when ex-
plosives they were handling blew
up. A military spokesman disclosed
that one Arab guerrilla was killed
and two were captured along with
arms and ammunition in a clash
with an Israeli patrol near the
Dead Sea two weeks ago. There
was no explanation why the inci-
dent was not reported until this
week.
Terrorist activities have been re-
ported from along the western
slopes of Mount Hermon, through
the Upper Galilee and down to the
Mediterranean to a point north of
Nahariya.
Travelers from Jordan reported
that fighting had flared in Am-
man between police and guerrillas.
The fighting occurred as the guer-
rillas were preparing for a meet-
ing of the Palestinian National
Council.
Iraq threatened this week to in-
tervene with her 12,000 troops in
Jordan to help Palestine guerrillas
in any prospective showdown with
the Jordanian army.
Clashes between the latter and
the commandos began last week-
end continued for five straight
days. The situation was aggravated
by another attempt Tuesday night
on the life of Jordan's King Hus-
sein.
Al Fatah said in Beirut that 10
persons had been killed and 40
wounded Tuesday night in fighting
which erupted after the assassina-
tion attempt.
A gasoline station in Raffah in
the southern Gaza Strip was de-
molished, an investigation is un-
der way.
Chief of Staff Chaim Bar-Lev
and senior members of the gen-
eral staff visited Israeli soldiers
in positions along the Jordan
front. They inspected the posi-
tions, discussed with the soldiers
their conditions of service and
were given details of the day-to-
day activity along the front.
According •tto reports reaching
here, 300 villagers from southern
Lebanon descended on Beirut to
demand protection against Israeli
reprisal attacks against the ter-
rorists who are based in the Mount
Hermon area.
The villagers, who once support-
ed the terrorists, have turned
against them, as Israeli troops
blow up houses used by the ter-
rorists and shell villages in which
they seek shelter.
Eleven Arabs who had been held
for collaborating with terrorists,
were transferred to Jordan.
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2.0811 W. 8 Mile
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Our Promise To Too:
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THE DETROIT JEWISH NEWS
Friday, September 4,1970-17
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