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November 13, 1987 - Image 29

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

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

*******************


The Family Of



AL ROSENBERG:

Elite employs 3,000 workers
in 12 factories and currently
exports $6 million in candies,
chocolates, wafers and
Passover products to the
United States under its own
and other labels.
Elite, like other Israeli com-
panies, has used American
marketing professionals.
"But we believe that Israel-
America Importing, with its
nationwide connections and
vast experience, will provide
us with a new stage in our ex-
port development," says Elite
export manager Michael
Carmeli.
According to Amnon Barak,
the Israeli general manager
of Israel-America Importing,
these expectations are not
unrealistic. Indeed, he
believes, the Israeli par-
ticipants in this unique
marketing enterprise can ex-
pect to treble their current
exports.
"Some companies, like
Osem and Elite, have been ex-
porting to the United States
for 25 years. Others, like
Yarden, which produces
delicatessen products, and
Tapud, which makes onion
rings, are quite new in the
field," he says.
"But they all realize that
the huge American market is
quite different from Israel or
from Europe. Marketing,
distribution, advertising,
public relations, logistics —
even the way of doing
business. All these aspects
have a unique style in the
United States."
For any of the Israeli com-
panies to operate effectively
and to gain national recogni-
tion under their own names
would involve prohibitive ex-
penses. "But together, using
sophisticated American
marketing specialists, they
can hope to achieve far more,"
says Barak, himself a
marketing specialist who
recently spent three years in
the United States.
Israeli companies that are
involved in the project have
all fulfilled rigorous criteria
for reliability, top-class mer-
chandise and established
quality control of products
(which also include frozen fish
and vegetables, spices, tea,
pantyhose and cosmetics).
Amnon Barak insists that
the 15 participating com-
panies do not represent a
comprehensive list of those
Israeli companies whose mer-
chandise can find a place in
the American sun.
"This is just a start," he
says. "I am certain that once
the venture takes off — and I
expect that to happen within
a few months — there will be
many other companies which
will join us."

♦ GIVES THANKS TO EVERYONE t
t FOR THEIR THOUGHTFULNESS A
• . DURING AL'S RECENT ILLNESS v .
. AND RECOVERY.
*
#
SARAH, JEFFREY,

:
*
HOWARD, SUE
*
*
AND LAURA & JACKIE
*
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