Secaucus, NJ…Kosherfest 2010, the 22nd edition of the International Kosher Food Trade Show, opens here on Tuesday (October 26th) at the Meadowlands Exposition Center for two days in what organizers say will be the largest and most impressive showcase in its history. Produced by Diversified Business Communications and co-produced by LUBICOM Marketing Consulting, the show will feature some 350 exhibits and host more than 7,000 food professionals from some two dozen countries around the world. The number of products with kosher certification has reached 125,000 in an industry valued at nearly $13 billion in sales, topped only by Israel with an estimated $17 billion in sales. With 13% annual growth amidst the continuing recession, the industry has reason to be optimistic. The show was sold out weeks in advance of its opening tomorrow. The 2010 edition of Kosherfest will mirror some of the latest developments in kosher, including the expansion of kosher in such countries as Canada and Argentina, the rapid rise of healthier kosher foods (i.e. spelt, gluten-free, natural and organic), a much younger market with its demand for many new specialty foods and even targeted cookbooks, and an impressive list of new and exciting products, highlighted by this year’s winners of Kosherfest’s highly coveted New Product Competition.
On the eve of Rosh Hashanah, we are pleased to bring you several breaking stories and many important new developments in the kosher food industry. For starters, the closure of 25 A&P brand stores is destined to create realignment in kosher retail in many markets. Read why kosher sources do not believe that this will be such a bad thing…I am pleased to share the very inspiring story of an Irish-American who may very well be the architect of the modern-day mega kosher food section in supermarkets…What a difference a year makes? Especially when it comes to kosher meat and poultry…Yes, we told you so. A hummus war is underway…FreshDirect is taking a new aggressive tact to attract kosher on-line shoppers…Tova Ross reports that if you eat kosher and are going to college this Fall, there may be a restaurant for you…A kosher cooking maven goes on line to network with others who enjoy kosher cooking…If you’re in a supermarket and see someone with a camera in the kosher section, it just may be KosherEye.com…A New Year deserves many good new kosher wines and we have the update from Royal/Kedem…In My Sixth Sense, I look at why the airlines still can’t get it right when it comes to kosher…Tova Ross in her New Product Showcase looks at the new Hummus from Tribe.
On behalf of all of us at KosherToday, Kosherfest, Diversified Business Communication, and LUBICOM Marketing Consulting, we wish you a Shana Tova, a year of health and prosperity.
New York…Large food manufacturers largely ignore kosher customers while retailers are paying more attention to their kosher base. Few of the large manufacturers advertise in Jewish weeklies and periodicals, but retailers do flag kosher consumers, particularly on the eve of Jewish holidays. Recent studies show that the manufacturers are also lax when it comes to wooing Muslim Americans. But there is evidence that national marketers are paying some lip service to the estimated 6 million Muslims in the US by advertising on Muslim Web sites. The same cannot be said for kosher consumers. “Best Buy even included the phrase ‘Happy Eid’ in a holiday flyer that also mentioned Christmas and Hanukkah last year,” S. Saad Ahmed, director of sales and strategy for the Los Angeles-based Muslim Ad Network, tells Marketing Daily, “which was definitely a kind of olive branch to Muslim Americans.” “Companies like Staples and HSBC are also reaching out to this market, which is worth about $200 billion,” Lisa Mabe, principal of Hewar Social Communications, a digital marketing agency in Washington D.C., tells Marketing Daily. Based on studies by LUBICOM Marketing Consulting and the Mintel Organization, an estimated 12 million Americans buy kosher food products on a fairly regular basis, which does not include ordinary Americans that buy some of the $250 billion in food products that are kosher certified. Marketers have long agreed that the manufacturers may be loosing out on an opportunity to woo more kosher consumers to their brands by ignoring the kosher world. It appears that while the manufacturers may be asleep at the wheel, retailers are increasingly recognizing the opportunities of marketing to kosher consumers, particularly before major Jewish holidays.
Articles are written by Menachem Lubinsky and his international network of correspondents to deliver the latest products and trends in the Kosher market.
Marketers have long suggested that the most coveted position in marketing is to be the leader. “Being the leader,” said a noted professor in marketing, “is like being the first man on the moon.” Some leaders were so ensconced in their leadership role that a whole generation used them as the generic term. For example, Scotch Tape or Xerox.
Imagine what it is like to wake up one morning to find out that you have been dethroned from a pedestal of power and prestige. There was a time when Kodak was king, not only in selling the lion’s share of cameras but also virtually dominating the film business. Another brand, Polaroid was the leader when it came to instant photos.
Continue reading “How to Stay the Leader” on Lubicom’s Marketing Blog.
Leafing through a local weekly newspaper, I noticed an ad that read: “It’s 2010; Do You Know Where Your Marketing Is?” It went on to offer “free consulting” on brand image, but appeared to be more of a design firm’s quest for customers to redesign their logos and corporate image in general. On occasion, people turn to me for advice on a professional that could help with them with their marketing, which actually led me to write this column.
Continue reading “Who’s Who in Marketing?” on Lubicom’s Marketing Blog.