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November 13, 1987 - Image 26

Resource type:
The Detroit Jewish News, 1987-11-13

Disclaimer: Computer generated plain text may have errors. Read more about this.

your interest
in Israel

Disability Income Insurance
Retirement Planning • Life Insurance

Alan G. Yelensky

3000 Town Center
Suite 2400
Southfield, Michigan 48075
(313) 353-5600

An associate

of the It


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School Readiness
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School Behavior Problems


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Personal Injury
Disability Evaluation


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• May be put after 5 wars
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•Interest paid semi-annually

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• Due November 1, 1992

A driving financial force,
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enables Israel to grow productively.


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Member SIPC
This is neither an offer to set nor a solicitation of an
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Marketing Man

Continued from preceding page

brother Marvin and we're go-
ing to do all we can to make
this a success story. And pro-
fits must be a part of it if this
buiness is to succeed. Pro-
ducts must be sold at a profit
from Israel to I/AM and at a
profit from I/AM to the trade,
and at a profit from the trade
to the consumer. This is
doable," he added.
Murray and Marvin Lender
are general partners in I/AM
and expect to have between
30-40 limited partners. Mur-
ray Lender, who is serving as
chairman and chief executive
officer, is planning on Israeli
manufacturers holding ap-
proximately one-third of the
company's equity with the re-
maining two-thirds held by
Americans, many in the food
As CEO, Murray Lender
said he will develop
strategieg, create rapport and
continuity with Israeli
manufacturers and create
and identify potential
customers and programs with
them. John Roberts, I/AM's
president and former presi-
dent of Romanoff Foods, will
be on "the firing line," accor-
ding to Murray Lender. He
will handle the day-to-day
operating concerns of the
company. Three brand
managers, one each for
grocery products, candy and
perishables, will be in place
shortly while eventually a
non-foods manager will be
Additionally, I/AM has an
office in Tel Aviv headed by
Amnon Barak, who is in
charge of procurement, quali-
ty control and logistics. Mur-
ray Lender added that Barak
will also look to identify new
opportunities for the
Marvin Lender will not be
involved with the company's
day-to-day operation, accor-
ding to Murray.
"This will be a true impor-
ting company. We will buy the
goods from Israel and own
them. We will form a
marketing program for the
goods and they will go from
us to the retailer,". Murray
Lender explained.
Most companies handling
Israeli goods are single-
person entrepreneurs who
serve as agents and take com-
missions, rather than owner-
ship of the products. And
most do not handle Israeli
products exclusively.
I/AM hoped to launch its
business with the acquisition
of a New York-based importer
who handles in excess of $4
million of Israeli goods an-
nually. But according to Mur-
ray Lender, a handshake
didn't materialize into a writ-
ten agreement and negotia-
tions ended in May.

Murray Lender:
Pushing Israeli Imports.

A Memorial Day meeting
between Murray Lender and
members of the food subcom-
mittee resulted in a decision
to move ahead. I/AM will of-
ficially open its American of-
fice in Westport, Conn. in the
next few weeks.
Not having an office hasn't
kept Murray Lender and
I/AM from developing
strategies for their Israeli
"The immediate goal is to
take their own respective
brands that are available to-
day and get them into the
supermarkets. This can be
done quickly," he said.
"Another way is through
private label (where a super-
market's own name appears
in the label). If we can be com-
petitive, why shouldn't we bid
on it? And in the long term,
we want to create our own
umbrella brand (similar to,
say, a Heinz 57 Varieties) and
put all of the food categories
under it."
Borman's, Inc., through its
83-outlet Farmer Jack super-
markets, was the first
American chain to put Israeli
products on its shelves on a
chain-wide basis and in-
tegrate them into their par-
ticular category section, ac-
cording to Murray Lender.
"They have proven a point
in a visible fashion: that
Israeli products can match
the quality and pricing of
American or other imported
products very well," he said.
Borman's bypassed tradi-
tional channels by going
directly to Israeli manufac-
turers to bring their products
to metropolitan Detroit. Mur-
ray Lender said I/AM will be
involved with Borman's and
the companies it has been
working with, but "all of the
dynamics have not been iron-
ed out."

Continued on Page 28

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