APRIL 11 • 2024 | 47
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its hot weather.
“I realized at some point
that to grow my business,
products to keep you warm
were not so desirable in
Israel, so I came to the United
States, where there were more
opportunities,” said Ross, a
graduate of Israel’s Bezalel
Academy of Arts and Design.
So five years ago, Ross
with his family moved to
Michigan — a state that has
cold weather and a sizeable
Jewish community in a much
larger country with a larger
market for his products. He
found it easier here to make
connections with investors
and banks, and eventually
leased factory and office space
in Ann Arbor where all his
Snook-Ease products are made
and sold exclusively online.
Where he once used
flaxseed, Ross was introduced
in Ann Arbor to a silicone
manufacturer that could be
used to create a variety of
products in different shapes
and sizes. Snook-Ease inserts
warm up in the microwave
in 60 seconds, and gradually
release warmth for up to
30 minutes. The company’s
patented technology is a
mixture of natural minerals
that can be molded into a
variety of shapes.
As he looks to expand his
business, Ross said he is also
reaching out to markets in
Canada as well as children’s
authors and publishers to
create stuffed animals based
on the characters in the book
that can be a soothing bedtime
companion for children.
Ross said the special blend
of natural minerals, especially
when sewn into the body of
a plush stuffed animal, can
be a great source of comfort
following trauma. Though
there is nothing solid in the
works, he said he is pitching
this product idea to a variety
of outlets, including children’s
book authors and publishers.
He is also networking with
packaging and materials ideas
to sell Snook-Ease products in
retail spaces including some
big box retailers for later this
year.
As he was raised on a
kibbutz, Ross can identify
with the sense of closeness
and security that comes from
living in such a community.
He said what is happening
in Israel now following the
Oct. 7 attacks is that people
are seeking out togetherness
and community, and that
is sometimes difficult to
duplicate here in the United
States.
“When you live on a
kibbutz, it is like living among
a big extended family,” Ross
said. “Living in the United
States is sometimes isolating.
But through the business
community, I am finding that
there is a network of Jewish
investors, fabric designers,
patent lawyers and others who
are interested in working with
me and hearing about my
products because I am Israeli.
So although it is not exactly
like the kibbutz, we still can be
a big extended family.”
Heatable products from Snook Ease
B I R M I N G H A M
Member FDIC
We can’t help you
hold in a sneeze.
But we can help you
start a business.
Ad Number:
PP-BOAA-23248D
Trim:
7.375" x 4.8"
Perich Job No:
23248
Bleed:
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Colors:
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Format:
1/2 Page Ad
Version:
03.20.24