THE DETROIT JEWISH NEWS
16 Friday, November 16, 1919
Farmer Jack Pioneering Gives Israel Special Status
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Zionist blue and white
flags with the Magen
David, the six-pointed Star
of David, direct shoppers in
the Northwest Detroit
342-7801
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9-12
Metropolitan Detroit's
Most Complete Stationer
"Your
Office
Boy"
Farmer Jack supermarkets
to aisles of shelves filled
with scores of products from
Israel. Similar evidence of
an immense industry in Is-
rael is on display in all of the
more than 80 Farmer Jack
stores. A fascinating story
of an unusual triumph in
pioneering for American-
Israel cooperation in a vas-
tly developing economic
.0
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PAUL BORMAN
N A C O
NORMAN ALLAN{C1-', GEMOLOGIST • DIAMONTOLOGIST
LAWRENCE M. ALLAN, PRESIDENT
NOVEMBER SPECIALS
SUPER LOW PRICED
BRILLIANTS
$999
899
849
775
749
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1.60 ct.
1.44
1.30
1.20
1.12
1.02
project is represented in
these displays.
It all began with the deep
interest of the directing
head of the Farmer Jack
chain of stores, Paul Bor-
man, president and chief
operating officer of Bor-
mans, Inc. His deep interest
in Israel, his leadership in
,efforts for the Weizmann
Institute and other major
Israeli educational and sci-
entific institutes, centered
his interest in the increas-
ing number of products that
had reached the shelves of
his stores.
He began to ask ques-
tions, to contact leaders in
movements for participa-
tion in Israel's economic de-
velopment. He called in
Vice President of Sales
Robert Garbarino. They
began to explore ways of
multiplying the Israeli
sales.
Borman knew that De-
troiter Irwin Green was
an active national leader
in the America-Israel
Chamber of Commerce
and had participated in
Israeli industrial under-
takings. Green shared
the concern of the
Farmer Jack executives.
He contacted a knowl-
edgeable Israeli, Elli
Segal, and enlisted her
participation in the quest
for a new image for the
spread of Israeli prod-
ucts in Detroit.
Elli is here with her hus-
band, Dr. Shmuel Segal,
who came from Israel to
,pursue research in fertility.
In Israel Elli had served in
the foreign ministry.
DIAMONDS
OUR SPECIALTY
BEAUTIFUL JEWELRY TO REMEMBER...
• ANNIVERSARIES • BIRTHDAYS
• SPECIAL OCCASIONS •
IRWIN GREEN
OR JUST A SPECIAL PERSON...
She went to Israel at the
suggestion of Borman, Gar-
barino - and Green and
explored the food market,
contacting canning firms
and manufacturers. She
was followed 10 days later
by Garbarino who, with his
wife, gained enthusiasm for
the Jewish state in the
murk of their explorations
and Garbarino's contacts
with food producers.
The aim was to establish
direct contact with the food
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many communities to make
the pioneering work of
encouraging the'purchase of
Israel-produced food a na-
tional enterprise. Green has
already enlisted the Shop
and Stop stores in Boston to
emulate Farmer Jack. He
hopes to inspire the Detroit
pioneering spirit in chain
stores in San Francisco and
many other communitie
ELLI SEGAL
producers, in order to elimi-
nate overhead. It created
conflicts and it was not an
easy road. But Robert Gar-
barino and Elli Segal suc-
ceeded. The result is that on
the shelves of the North-
west Farmer Jack super-
markets are 110 Israeli food
products, and more than 60
of these products are on the
shelves of all the other
Farmer Jack stores. And
the enthusiasm for these
products matches that of the
initiators of the economic
undertaking that is of great
value to Israel.
Elli operates as the
manufacturers' repre-
sentative and continues
to search for additional
products to enlarge the
Israeli departments, with
the encouragement of
Borman and Garbarino.
For the first nine months
of the introduction of these
efforts to encourage sale of
Israel products, more than
$700,000 in sales is already
recorded. Garbarino is con-
fident the million mark will
be exceeded for the year.
This industrial undertak-
ing that reads like a fairy
tale of pioneering in Israel's
behalf by Detroiters is
marked by the introduction
of an unusual variety of food
items. In the 110 products
are included preserves,
cookies, crackers, gefilte
fish, juices and soups, pud-
dings, egg plant dip, olives,
pickles, grapefruit and
orange segments, soup tid-
bits and so many more that
they are too numerous to be
listed in their totality.
Elite chocolates and
Lieber fruit-filled hard can-
dies are among the spe-
cialties and are rated by the
Detroiters "among the best
anywhere."
The enthusiasm of
Garbarino is unlimited.
He is now proceeding,
with the assistance and
encouragement of his
associates, to pioneer in
another project of coop-
eration in advancing Is-
rael's economy. For
Hanuka and Christmas
there will be available on
the shelves of the Farmer
Jack supermarkets a
variety of 12 Israel-made
toys.
They will thrill the .chil-
dren and will excite the par-
ents to buy them," he said,
praising the high quality of
the toys.
Irwin Green, as a dedi-
cated volunteer in the task
of aiding Israel's economy,
has undertaken tours of
"Israel has two basil
needs, security and the
economy," Green said. "Se-
curity is the Israel govern-
ment's responsibility. We
can help economically. That
is why I am devoting myself
to the aim of encouraging
the imports of foods and toys
from Israel."
A prominent Detroit
housewife had an in-
teresting comment. "The
ROBERT GARBARINO
Israel foods I buy at
Farmer Jack's are so ex-
cellent my family thrills
with me in their enjoy-
ment. Besides, the price is
right. Farmer Jack's
buyers are to be com-
mended. They more than
meet competition. They
beat it. And what a
variety of food with the
Hebrew labels! We have
reason to be proud of
what Ierael offers and
should glory in the
opportunity to help our
fellow Jews there."
Among the unusual
products newly introduced
is Jaffy's, an all-natural,
whole fruit sherbet which
is frozen at home before use.
It is packaged in individual
aluminum containers and
has a two-year shelf life.
Jaffy's is handled and
stored without refrigeration
and has no artificial color,
flavor or preservatives. Jaf-
fy's was first introduced in
Australia and Europe.
Jerusalem
Jerusalem has always
played a central role in
Jewish religious and politi-
cal life. Jerusalem was a
fortified Jebusite ridge
when King David made it
his capital 3,000 years ago,
and Jews have lived there
continuously ever since.
The Western Wall in
Jerusalem, part of the
Jewish Temple complex
built by Herod over 2,000
years ago, has been the ob-
ject of Jewish veneration
and the focus of Jewish
prayer. Jerusalem in
Jewish prayer is synonym-
ous with Israel.
The blast that blows
loudest is soon overblown.