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Continued from Page 26

But Murray Lender isn't
spending his scarce time
thinking only about the nuts
and bolts of setting up an im-
porting company. He's
already dreaming up ways to
get attention that will cer-
tainly rival his green bagel
extravaganzas every St.
Patrick's Day on Capitol Hill,
his waltz of the bagels — with
his executive staff tip-toeing
in tu-tus — to commemorate
Lender's 55th anniversary,
and his marriage of the cen-
tury — a well-publicized mock
wedding ceremony between
human-sized Lender's bagels
and packages of Philadelphia
Cream Cheese to mark a
joint-marketing agreement.
"You will see more Israeli
products on the shelves and
we will work hard to create
theme festivals. I have strong

feelings about theme adver-
tising," he says impishly.
"There is no reason why we
cannot promote Israeli pro-
ducts through exciting mer-
chandising events . . . The
Best of Israel . . . Foods From
The Holy Land . , . Middle
East Days . . . We're constant-
ly responding to Scandina-
vian, German and Italian
festivals, why not foods from
Israel?

For the man who says he
knew all along that the
bagels bearing his family
name would sell like hot
cakes someday at a fast-food
chain — like Burger King —
marketing Israeli products to
Supermarkets should be a
breeze.
Pass the Tapud onion rings,
please. ❑

Exporting Israel

HELEN DAVIS

Jewish News Israel Correspondent

G

reat expectations
are riding on
Israel-America Im-
porting, the latest brainchild
of "Bagel King" Murray
Lender, who is planning to
put selected Israeli products
firmly on the map — and the
supermarket shelves — in the
United States.
The 15 Israeli companies
currently involved in the
Israel-America Importing
venture are clearly expecting
the new marketing enterprise
to prouce a windfall and to
provide a major shot in the
arm for their exports to the
United States, which now
total $15 million.
Dan Proper, managing
director of Osem Foods, an-
ticipates that his company
will "at least double" its pre-
sent annual $3 million sales
to the United States over the
next year.
At the moment, Osem,
which has 2,200 employees
and an annual turnover of
$110 million, exports mostly
soups (under both its own
label and the labels of
Gourmet Cuisine and Chef
Classic), crackers, biscuits
and snack items.
"We use American
marketing people who ob-
viously know the market bet-
ter than we do," says Tel Aviv-
based Proper. "But Murray
Lender's connections are pro-
bably unique and, in terms of
potential export growth, in-
valuable."
The same sentiment is ex-
pressed at Kibbutz Beit
Hashita up in the Galilee.
The main enterprise of the
kibbutz is its well-known line

of Beit Hashita olives,
cocktail onions, pickled
cucumbers, peppers and mix-
ed vegetables (it also has a
substantial metalwork plant).
Everything is processed at
the kibbutz, which uses
volunteers but no hired help.
At present, Beit Hashita ex-
ports up to $2.5 million worth
of its goods to the United
States each year. Most pro-
ducts are sold to institutional
food service organizations or
for repackaging under
various labels, with a small
proportion being sold to the
Jewish market under its own
Beit Hashita label.
"We believe there is a great
potential for expansion in the

"Murray Lender's
connections are
probably unique
and, in terms of
potential export
growth,
invaluable."

United States," says Beit
Hashita export manager and
kibbutz member Natan
Shunari, who nevertheless
declines to quantify his
expectations.
"One problem at the mo-
ment is the weakness of the
dollar, the other is the dif-
ficulty of finding new niches
for our products. Murray
Lender has the connections to
find those niches and we have
great hopes of our relation-
ship with the new venture."
Elite, which caters to
Israel's sweet tooth, chalked
up a turnover of $200 million
last year and is also hoping to
see its products taking a
quantum leap into the
American market.

