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Supermarket Chain
Festival In Israel
Jerusalem (JTA) — Ameri-
cans living in Israel have
been in ecstasy this past
month, ever since the coun-
try's largest supermarket
chain launched its America
Food Festival.
Held in all 72 branches of
the Supersol/Hypercol chain,
the month-long festival has
attracted droves of
customers in search of
Drake's Yankee Doodles,
Jiffy Peanut Butter and Post
Grape Nuts Cereal.
This year's biennial event,
which began Nov. 10,
features several hundred
American-made products
and "has been a big
success," said Mordechai
Kreiner, the supermarkets'
vice president for
marketing.
"This is our fourth such
festival in eight years, and
we've learned through trial
and error which American
products Israeli consumers
prefer."
While the festival appeals
first and foremost to Ameri-
cans, said Mr. Kreiner,
"there are also many
Israelis who have lived in
North America for some
period of time and who
became fond of American
products."
Word of mouth and glossy
ads in the Hebrew news-
papers have also attracted a
fair number of native-born
customers. "Israelis who
have heard of certain
American products from
their friends are eager to try
something new," Mr.
Kreiner said.
"Then there are several
items, such as Kellogg's
cereals and Miller's cheeses,
that gained a local following
from past festivals, and are
now sought after by every-
one."
In addition to wooing new
customers, the festival has a
larger function, said Leon
Recanati, chairman of the
Supersol stores.
"We are introducing
American foods to the Israeli
public and creating a poten-
tial market for U.S. pro-
ducers. Israel," he said, "is a
natural market for U.S. food
producers who are aware of
kashrut laws.
"Since Supersol imports
only kosher food, it is much
easier to work with the U.S.
in this regard than, say,
with the European Com-
munity. In our small way,
we are doing our part in
fostering American-Israeli
trade relations in implemen-
ting the U.S.-Israel Free
Trade Agreement."
Often, said Mr. Kreiner,
Israel's liberal free-trade
agreement with the United
States has allowed Israeli
products to enter the Ameri-
can market, but not vice-
versa.
"Many of the items in the
festival, such as Empire
poultry, are one-shot deals,
because there are laws pro-
tecting local producers. Un-
til these (protectionist) laws
are rescinded, consumers
will have to make do with
mostly local fare," he said.
In some instances, the fes-
tival has inspired local
manufacturers to produce a
foreign product here in
Israel.
"Sometimes a local pro-
ducer not only makes an
item for sale here after see-
ing it at a festival, but
subsequently succeeds in
"We are
introducing
American foods to
the Israeli public.
Leon Recanati
exporting it to the U.S.
That's what happened with
chocolate chips. Now we're
exporting them abroad,"
said Mr. Kreiner.
Thanks to increased coop-
eration between the Ameri-
can and Israeli food in-
dustries, many American
items are now standards in
Israeli supermarkets. Heinz
Ketchup has become a
staple, as have Pepsi-Cola
and Pfeiffer salad dressings.
If this year's customers
have their way, Haagen-
Dazs Ice Cream will become
a regular item in Israeli
supermarkets.
"We bought four con-
tainers," said Jody Zaviv, a
native of Encino, California.
"We also made a point of
buying lots of Philadelphia-
brand Cream Cheese. We
didn't spend as much money
as we have in past festivals
because the prices were
high," she added.
Cost didn't stop the
Loshinkys, who originally
hail from New York. "I
think we must have spent
about $700 on American
products," said Shlomo, a
caterer.