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Perfect Match

Companies combine to offer non-dairy treats.

ALLISON KAPLAN SOMMER

SPECIAL TO THE JEWISH NEWS

bservant Jews in Israel
can follow up a meat
meal with cafe au lait ac-
companied by eclairs,
chocolate mousse or Bavarian
cream.
Those once-illicit treats have
their origin in a trip to the su-
permarket.
"We were in an Israeli su-
permarket after we had just
gotten into the retail business,"
said Kimberly Rich, who coor-
dinates sales and marketing in
Israel from Rich's headquarters
in Buffalo, N.Y.
"We were watching people
and asking them their feelings
about Rich's without telling
them where we were from. It
was amazing seeing religious
people react, watching the ex-
cited look on their faces when
they said that there was final-
ly something good they could
have after a meat meal."
Vita, owned by the Berger
family, imports Rich's non-dairy
creamer Coffee Rich and
whipped-cream substitute Rich-
Whip . The Berger and Rich
families are equally pleased
with the reception of their prod-
ucts, which have been in su-
permarkets in Israel for a year
and a half.
"Our relationship with Vita
is pretty unique," Ms. Rich said.
"I don't think that we have
found the Bergers' enthusiasm
in any other country we deal
with. They have made Rich's
a priority."
Ms. Rich, the 28-year-old
daughter of company president
Bob Rich Jr., is the third gen-
eration working in the family-

owned company. She is a mar-
keting coordinator in Rich's five-
year-old international division.
The 54 countries, including
Israel, that sell Rich's products
account for a growing portion
of the company's annual $940
million in sales.
Rich's approached Vita more
than three years ago with a pro-
posal to become its distributor
in Israel. Vita fit the profile of
the type of organization Rich's
likes to work with: It was in-
volved in margarine and oils, is
privately owned and is small
enough to appreciate the con-
tribution that the Rich's name
could make.
"We try to find an exclusive
distributor who will take the
Rich line and do justice to it,"
Ms. Rich said.
"When we go with a bigger
company, we tend to get lost in
the shuffle and become just an-
other line. But Vita is very in-
volved in being part of Rich.
They have trucks with our logo,
advertise a great deal and are
exceptionally retail oriented due
to the religious market. In most
other countries, there is a ten-
dency to concentrate less on re-
tail and more on the food-
service industry."
Vita has even chalked up a
first among Rich's distributors:
It has begun using the products
to create ready-made desserts.
Vita puts the Rich's name on
ready-made non-dairy cakes,
chocolate eclairs, puddings and
mousses.
The move marks the first
time that a Rich's distributor
has used the product to man-

LEADING ISRAELI STOCKS
TRADED ON U.S. EXCHANGES

Symbol Name

Exchange

Mar. 18 Mar. 25

Change
$0.00

SC IXF

Scitex

NASDAQ

$25.50

'25.50

EC I LF

EC I Telecom

NASDAQ

5

26.50

$24.75

TEVIY

Teva Pharm

NASDAQ

5

30.38

'26.50

IEC

PEC Israel

NYSE

$29.00

$28.75

ELBTF

Elbit Computers

NASDAQ

$35.50

$34.50

ELT

Elscint LTD

NYSE

$3.25

ELRNF

$15.25

-$0.25
+*0.25

TAD

Elron Electronics NASDAQ
NYSE
Tad i ran

$3.50
5 15.00

$21.50

$20.75

-'0.75

CMVT

Comverse

NASDAQ

14.63

'13.88

LANTF

Lannet Data

NASDAQ

$9.63

$9.25

-$0.38

ISL

First Israel Fund NYSE

16.38

$16.25

-$0.13

5

5

-$1.75
-$3.88
-s0.25
-$1.00

Source: Allen Olender, Prudential Securities,
West Bloomfield.

