Will Kosher Food Be The Next Big Food Trend?

A panel of largely ignorant experts, most of them who could not pick out a kosher burger from a stack of McRib pork sandwiches or shrimp cocktails, are interviewed by an only slightly more knowledgeable Forbes Magazine columnist about the intersection of Judaism, marketing and food.

 

As you read this, remember – among many other things related to kosher food these experts don’t know – that:

1. Kosher chicken was just found to have much higher levels of antibiotic resistant e. coli bacteria than non-kosher chicken – a well-reported food industry fact Forbes does not report.

2. Most people who buy kosher foods have no idea the foods they are buying, be they Coke or Pepsi or Cheerios, are kosher – another fact Forbes does not bother to report.

3. The string of horrific (and well publicized) human and animal abuses in the kosher meat industry, from Agriprocessors' horror show in Postville to Alle Processing (MealMart, etc.) to the Soglowek and Adom Adom scandals in Israel – none of which are reported by Forbes.

4. Kosher food is not safer. It is not more humanely produced – or, in very many cases, humanely produced at all. It is not even cleaner or healthier.

And now, ladies and gentlemen, without further adieu, here is what happens when ignorance meets religion meets food marketing. Larissa Faw writes in Forbes:

…[T]here is money to be made from people with food issues. And the kosher food industry is at a turning point if it hopes to become the next gluten-free trend. Over the past 50 years, kosher has slowly been embraced by mainstream brands. Kosher products include the expected like Manischewitz and Heinz 57 ketchup to the less-expected including Gatorade Gatorade, Pringle’s, and Oreo. Grocery stores that feature extensive sections of exclusively kosher products  include Albertson’s, Stop & Shop, and Safeway Safeway

Total kosher sales in 1960 represented 10% of total kosher food sales in 2010, according to the Kosher Advisory Service. Kosher products are projected to generate $17 billion in sales in 2013. There are 3,400 companies that are certified with the Orthodox Union, one of the largest organizations that grants kosher certification, and there are 70,000 products in grocery stores that are kosher, up from 3,000 in 1970, according to the Kosher Advisory Service. “Coca-Cola and other giants are not paying millions to participate in kosher programs to exclusively reach the observant,” says Yaakov Horowitz, Rabbi of the Manischewitz Company. “They are doing it to meet the needs of mainstream Americans who perceive that all kosher products are better in every way, which may or may not be true in all instances.”

Indeed, only 15% of those who purchase kosher products do so for religious reasons, reports Mintel. Of the 11.2 million Americans who do purchase kosher items, most who seek out kosher products buy the items for food quality (62%), general healthfulness (51%), and food safety (34%), reports Mintel. “There are four dynamic groups – Jewish that exclusively buy kosher, Jewish that don’t exclusively buy kosher, ‘heimish’ ultra-orthodox Jewish, and the non-Jewish – that buy kosher and each is complex with different reasons drawing them to buy kosher,” says Rabbi Horowitz. “Kosher means something very different to those that buy it.”

Despite this shift to widespread availability, kosher remains a tough sell, both for consumers and the food industry.

There are a number of challenges which currently hinder kosher from reaching its full potential. Unlike the organic industry, there isn’t a cohesive or collaborative effort to promote the kosher industry as a whole. Each of the four major organizations that grant kosher certification, for instance, all use different symbols. These varying signs make it challenging for consumers to recognize or identify kosher products. “Everyone in the kosher industry really needs to get behind it,” says Terri Meyer of the ad agency The Terri and Sandy Solution. “They need to get the word out. The organic seal has meaning and is well-known.”

In addition to the lack of a universal and recognizable symbol, food brands and grocers all enact different strategies to market kosher goods. The kosher hot dog coalition, for instance, approaches the market differently than the kosher pasta coalition does. Some food brands, such as French’s Mustard, actively promote their affiliation as a kosher product. Others, such as Heinz and Gatorade, keep it less prominent. As one kosher industry analyst wonders, “It seems companies spend millions to ensure their products are kosher, but keep this certification hidden from everyone but those who know how to look for it.”

Consumers, for their part, typically have two key obstacles when it comes to purchasing kosher products. First, there’s kosher’s religious affiliation with Judaism which means to many non-Jewish individuals that kosher isn’t for them. “Kosher’s biggest challenge is its identity. It’s a double-edged sword. There’s the baggage with the Jewish connection, but there is also comfort in all of that,” says Charlie Harary a professor at Yeshiva University’s Syms School of Business. The other challenge is a simple lack of awareness.

Still, global and cultural trends have filtered through to a new generation that is less likely to care if kosher is connected to a religion. Now, the more pressing challenge is education, or lack thereof. “People may not know kosher as a product that has been blessed by a rabbi, but why?,” asks advertising executive Sandy Greenberg of The Terri and Sandy Solution. More consumers need to know why purchasing kosher products may be beneficial to them.

To maximize the buying potential of those who do not purchase kosher products, advertising experts, Greenberg and Meyer recommend the kosher industry develop a multi-prong strategy in order to achieve its full potential as a mainstream concept. “Go after the low-lying fruit before trying to expand into the mainstream,” says Meyer. This means first targeting those that are Jewish but don’t typically purchase kosher products. There are about 5.5 million Jewish individuals in the U.S. today, with 12% of them keeping kosher, according to Rabbi Horowitz. Advertising executive Greenberg admits that she could be persuaded to shift to kosher, under the right circumstances. “I am Jewish, but I don’t buy kosher chicken. I do buy organic and antibiotic-free chicken so I do care about buying a better chicken. So the kosher industry should target me by saying in a witty way that I am a bad Jew if I don’t buy kosher chicken.” Others disagree. As one industry expert puts it, kosher should be perceived as a positive thing and not as a lecture on religious observances.

Although many with lactose intolerances and milk allergies look for the “pareve” designation on kosher products, the kosher industry could do a better job to target those with allergies and food intolerances, and vegetarians. In other words, anyone with food issues. Execution of an educational campaign which clearly explainss the many benefits of kosher; the easier identification of kosher products; and appealing to those with food issues will greatly assist kosher in penetratinng the mainstream food market. ”It really involves the repositioning of kosher. Most vaguely know what it means for the Jewish, but they need to discover the benefit for themselves. Only when people are certain it applies to them will they pay [extra] for a kosher-certified product,” says Greenberg. “Once the educated care about something, they become vocal, and then the mainstream follow.” says Matt Nye of Just Born, manufacturer of candy brands Peeps, Hot Tamales, and Mike and Ike.

One good thing that kosher does have going for it is that it evokes feelings of trust in Americans who don’t fully trust the global food industry. The barista at the local coffee shop may lie and say the 1% is really skim milk, but who is going to go against a higher faith in certification to say something is different from what it is religiously mandated to be. Kosher consultant Harary adds, “So many people don’t fully trust the government and the food industry to handle their food. Kosher is an extra stamp that certify that it is what it says it is.”

Ultimately, whether kosher becomes the next big food trend may simply come down to competition. There are only so many trends that the food industry can embrace, and many grocers and food brands are still evaluating gluten-free. “It’s hard to quickly act upon a new trend in the marketplace,” says Just Born’s Nye. Just Born executives, for instance, are currently weighing several emerging trends including kosher, gluten-free, made in the U.S.A., all-natural, and serving sized packaging. There is only so much package space to tout all of the latest trends. Whether kosher makes the front of the package remains to be decided.

[Hat Tip: Dr. Rofeh-Filosof.]

Comments

[MM]

My son and daughter-in-law are strict vegans--they do not eat or use any products derived from or tested on animals to the extent humanly possible. They rely on the kosher pareve hecksher when they purchase packaged foods and also check the ingredients to be sure there is no egg or honey. My son being my son was aware of what kosher pareve means and how to interpret the various heckshers, but I don't know if this knowledge is widespread amongst vegans and vegetarians in general. If it isn't the kosher food industry would benefit by explaining what pareve means through outreach in vegetarian/vegan publications because the number of people who avoid animal foods is growing rapidly.

I think that even the strictly kosher would find little to complain of in my son's kitchen. There is no meat or dairy whatsoever, and the dishes and utensils have never been used for meat or dairy. There is no wine (most wine is not vegan), so that wouldn't be a problem. All vegetables and fruits are properly cleaned so there are no creepie-crawlies, and most of the food is prepared by my son who is a Jew, albeit not observant, except for Hanukkah, which my grandson loves. He especially loves the "gelt" I send which is heckshered both kosher and vegan. My son and daughter-in-law did not set out to keep a kosher kitchen, but for all intents and purposes they have one.

[(The other) Eli]

I'd be happy to see this. Not because I care about kashrut though. It's because Hebrew National hot dogs taste a lot better than whatever crap the late night places sell

[Sarek]

As the article says, goyim wouldn't know a hecksher if it bit them in the tuchus, even if they could find it on the label.

Plus, there are still plenty of people who think that eating something kosher is poisonous to them. [In the 1950s or early 1960s, someone said at a Daughters of the American Revolution (I think) Convention, "It's terrible that we are forced to eat kosher food!"] Why else do supermarkets have a sign out front that says, "we sell kosher and non-kosher foods"?

[Ahavah]

As a general rule, kosher meat and dairy products are to be avoided unless then are also certified organic. They are just the same old factory farmed unhealthy processed foods, with some old guy mumbling over them. Happily, many organic products are hechshered. And there are two companies that sell organic kosher meat that I know of, Grow and Behold Foods and KOL, both online. Otherwise, if you have to choose between kosher and organic meat, choose organic. Hands down. Ditto for dairy.

[Frum but normal]

Shmaryah,your ignorance pertaining to anything having to do with Judaism is showing again,Kosher means only one thing,there is no non kosher animal products mixed into the food,and if it is a meat product,the animal was slaughtered in a certain way that makes it kosher.
No one has ever claimed that kosher means it is more clean or healthy than non kosher food,
As for your nazi type blood libel,that kosher meat has more E. coli bacteria
Than non kosher meat,you must have picked this up in one of the neo nazi websites, no wonder most of these nazi sites have links to this sewer called failled messiah,
And as far as animal abuse in the kosher slaughterhouses,I don't doubt that there is abuse going on,but it is not more or less than in the other slaughterhouses across the world.
Shmaryah,do yourself a favor,get out of your dingy basement,and go get ,get a job

[Shmarya Rosenberg]

You obnoxious moronic cretinous little fool, try to process:

There was just an academic study done of e. coli infection in commercially available chicken and kosher chicken was found to be the worst by far, with the highest infestation rate.

http://failedmessiah.typepad.com/failed_messiahcom/2013/10/kosher-chicken-infested-with-antibiotic-resistant-bacteria-345.html

The study was reported in Food Safety News and many other industry publications.

As for how bad the kosher meat industry is in general, it is horrible, largely because it is controlled by hasidim and other haredim who do not respect secular law – as the Agriprocessors, Alle, Soglowek and Adom Adom scandals all showed. (BTW, little cretin, there were also smaller scale scandals in Europe with haredi shechita, as well, which helped the push to ban it.)

Now lurch back into your sewer you disgusting lump of shit.

[Harold F]

"No one has ever claimed that kosher means it is more clean or healthy than non kosher food." Frum but normal

Read the article. "Of the 11.2 million Americans who do purchase kosher items, most who seek out kosher products buy the items for food quality (62%), general healthfulness (51%), and food safety (34%)."

While Kashrut has nothing to do with cleanliness and health, many people are under the impression that kashrut is a Bronze Age Food & Drug Act. I hope you're more than willing to correct that belief.

One of the neo-Nazi sites that reported the story. (sarcasm intended.)

http://forward.com/articles/186592/kosher-chicken-e-coli-and-the-horace-mann-kid/?p=all

[dh]

Excuse my idiocy, but I was taught by my former Chabad rabbi that Kosher was not the same as Glatt Kosher (as far as meat goes) and the Glatt meant that the animal was inspected to determine that it was free of any bumps, growths or nodules in its lungs, which meant it was extra special with-sugar-on-top healthy and clean.

As I lick the salt off my fingers from my MacDonald's French Fries, I am astonished that he could have fibbed to me. Did he?

I have a deeply disturbed frenemy to whom he told that it really wasn't kosher unless a more kosher person "watched" it. What is that? Through a peephole, or something?

Oh hi Frum but, I don't know if you have read the latest. You can find all the latest up to date dirt on Shmarya in the light socket. Go there and fetch it.

[S M L]

Kosher in practice is a scam for the most part as far as I can tell based upon what I've read here. I just hope the food faddists who of late have been choosing to eat gluten-free when they don't need to aren't siphoned off by any kosher food fad. Those of us who are mandatory gluten-free need them to continue to drive demand for GF products, other than meat, poultry and fish where the concept doesn't apply.

[Account Deleted]

I have to make a nightly pilgrimage to this site just to read the insults beween some of the people who post here, call me sick, but it's entertaining, better than what is most of the time on TV.

On a related note, the article shows poor research by Ms. Faw. She just made a fool out of herself.

[dh]

She made a paux faw.

[JekylJ]

Shmarya
"There was just an academic study done of e. coli infection in commercially available chicken and kosher chicken was found to be the worst by far, with the highest infestation rate."

Maybe. Perhaps. Likely... Not BECAUSE it's kosher, however.

It's Chanukah so I will show a little respect for secular jews and not call you any derogatory names.

Happy Chanukah.

[JekylJ]

Shmarya
"And now, ladies and gentlemen, without further adieu, here is what happens when ignorance meets religion meets food marketing. "

Here's from an uneducated Haredi imbecile:

The substitution of the incorrect (in its current context) word "adieu" for "ado" is what linguists refer to as an eggcorn. This pertains to people confusing two words that sound alike. Derived from eggcorn=acorn.

I should have gone to public school...

[Shmarya Rosenberg]

>>>"There was just an academic study done of e. coli infection in commercially available chicken and kosher chicken was found to be the worst by far, with the highest infestation rate."

Maybe. Perhaps. Likely... Not BECAUSE it's kosher, however.<<<

JekylJ –

Nope.

1. Many kosher producers use more antibiotics than non-kosher producers do. This causes antibiotic resistant e. coli to flourish.

2. Kosher producers do not use hot water to clean the chickens and remove the feathers. Non-kosher producers do. Hot water kills bacteria.

[JekylJ]

Yes indeed, I should have attended a school that would have provided me a solid secular education. I would have ended up googling all day long to satisfy my hunger to ridicule and deride some fringe group (Haredim). On top of that I would flaunt my grammatical flukes and yet be idolized by a bunch of equally educated people. To to it off, I would not have the current well paid position I keep, since I would be stuck as a single person wallowing in misery in my apartment ashamed to show my face in a decent public workplace.
Praise the L-rd for the great secular education; where would one be without it?

[JekylJ]

Oop

[JekylJ]

Oops: I meant to 'top' it off

[Shmarya Rosenberg]

In other words, the fact that your point was false to begin with is far less important to you than the fact that I correctly reported the story – which you hate.

You are a sick man.

[JekylJ]

Shmarya
Ever heard of lactic acid?
Kosher 'producers'? Never 'hoid' of it.
Kosher slaughterhouses buy their livestock from producers and farmers (auctions). They do not grow their own. That livestock can end up anywhere.
So the findings are coincidental at best.

[Shmarya Rosenberg]

No, little man, you are as usual wrong.

Kosher chicken is grown under contract or full ownership of the kosher chicken companies.

Empire grows its own. Agri Star grows its own and buy under contract – meaning the chickens are grown to ITS specifications and fed to ITS specifications. The same is true with KJ and everyone else in the business and has been for a decade or more already.

Toddle off.

[JekylJ]

I was discussing livestock as in cattle.
Poultry is a whole 'nother story. What the poultry industry is doing is legal and is practiced by the non kosher industry as well. USDA should decide...
About lactic acid???

[Shmarya Rosenberg]

I did not write about cattle, little man, I wrote about chickens.

Now toddle off.

[JekylJ]

"1. Many kosher producers use more antibiotics than non-kosher producers do. This causes antibiotic resistant e. coli to flourish."
"Many" means not all. "More antibiotics": does that mean more per bird or more as in general practice? You know where this is going; don't you?

[Shmarya Rosenberg]

I know you are an obnoxious ass and a moron. I also know the study is real and that industry experts were initially baffled by it – until they found out about kosher cold-water-only processing and kosher producers' penchant to liberally use antibiotics.

Now toddle off you obnoxious moronic ass.