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ufacture a new line of goods.
Vita's initiative has aroused in-
> terest from other companies
that import Rich's.
"Some of our South Ameri-
can customers are asking for
the recipes from Vita," Rich
Yoram Berger, commercial
manager for Vita, said the good
feelings are mutual. Rich's par-
ticipates in advertising in Israel
on a dollar-for-dollar basis, and
it provides all the packaging.
"The fact is that they believe
in us," Mr. Berger said. "They
feel they are not just selling to
us, but they are partners in the
Both sides chalk up the
chemistry between the two
companies to the fact that they
are family owned and operated.
"We even flew to Israel for
"The fact is that
they believe in us."
Yoram Berger's son's wedding,"
Ms. Rich said.
Mr. Berger said half of the
purchases of Rich's products are
made by secular Israelis. When
the advertising campaign was
being planned, a conscious mar-
keting decision was made "to
emphasize the fact that Rich's
tastes good, not the fact that it
is non-dairy and cholesterol
free," he said.
The Bergers have a vision of
becoming a centrally located
producer of Coffee Rich and
RichWhip, but haven't suc-
ceeded in getting Rich's ap-
"Bob Sr. keeps the cards very
close to his chest," Mr. Berger
said. "We are trying to convince
them, but we are not pressur-
ing them. We understand that
it is not purely an economic or
business decision. There are
In the meantime, another co-
operative project between the
two companies is moving for-
Vita is gearing up to manu-
facture one of the products
Rich's makes in the United
States, a dough which is baked
to 84 percent of doneness. Vita
plans to make the dough before
shipping it to supermarket bak-
eries, where the baking will be
completed and the baked goods
Like many food manufactur-
ers, Rich's is intimately aware
of the rules of kashrut.
Ms. Rich said Rich's is not
kosher for Pesach because it's
"incredibly expensive" to do so
in both the U.S. and Israeli
markets. A primary ingredient
in Rich's products, Polysorbate
60, is considered kosher for Pe-
sach by the Orthodox Union in
the United States, but not in Is-
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