Kosher World Goes Global

Was Kosher World an effort to bring Sesamiya halva spread to Costco? Or to introduce Kellogg's Corn Flakes to Hassidic Jews? Or perhaps to recognize that both Costco shoppers and kosher food consumers have a lot more in common than most people think?

Whatever it was, the inaugural Kosher World Conference & Expo, despite the small trickle of attendees that tread the floor of the Los Angeles Convention Center Jan. 27-29, proved quite an interesting success, according to most observers. Few, it seems, of the 3,380 attendees or nearly 100 exhibitors felt the 20,000 net square foot show was too small or lacking in participants to be unworthy.

Certainly exhibitors agreed that the long-running Intl. Kosher Food Trade Show (Kosherfest) leads to bigger orders; agreed that perhaps this L.A.-based show came too close on the heels of the bigger New York-based fair in October to offer many new products; agreed, even, that if the show were closer to the Passover holiday in April it might be better timing for store owners ready to stock up on the latest kosher products. None, however, would say that the show wasn't worth their time or that the Los Angeles expo wasn't capable of growing into quite an event. Someday.

"I think the number of attendees was fine," said Neil Ticktin, CEO of Kosher World. "It wasn't huge, but that wasn't what our focus was on. Our focus was on quality." He explained that most exhibitors found buyers for their wares. "Instead of quick two- to three-minute meetings with buyers, exhibitors were telling us that instead they had 15- to 20-minute meetings that usually resulted in business."

With the idea that Kosher World could bring kosher products to mainstream consumers in Southern California, it was interesting to note that many exhibitors represented large corporations trying to grab a foothold in the kosher-buyer market. "I think people are more conscious that with kosher, the food stands to a certain standard," said exhibitor Yaakov Belinsky, vice president of operations for Upscale Foods, of the fact that kosher is catching on with many mainstream buyers. "It's not just the U.S. government, but a private agency that monitors it."

Campbell Soup, Kellogg USA, Kraft Foods – even Krispy Kreme Doughnuts – were event sponsors. Sparkletts provided the kosher water, while the banner above Royal Wine's booth read, "We sell premium, international wines… that just happen to be kosher!" Even the Old City Café booth pumped out microwave-ready enchiladas dripping with cheese in three South of the Border varieties: salsa roja, salsa verde and salsa mole. Not the first entrees that come to most peoples' minds when they're thinking killer nosh.

Those who keep kosher kitchens are no longer limited to shopping in small delis and local markets, where their preferred products are clearly the only options available. At the same time, the market for kosher products is no longer confined to those who consume them for religious reasons. Many people, often unbeknownst to themselves, have purchased kosher products and will continue to do so without giving up on flavor or consistency. "The misconception is that a rabbi comes by, says a blessing: one, two, three, it's kosher," said Dennis Bookbinder, exhibitor of Royal Wine. "We have businessmen doing paperwork."

And for many food producers, like whole wheat pasta maker Hodson Mills of Effingham, Ill., it only takes a modicum of effort to obtain kosher certification for their products and thus cash in on a larger audience. "It's my first time doing a kosher show," said exhibitor Alison Cox of Edward & Sons Trading, handing out samples of crackers and artichoke hearts. "I've spent 25 years on the national food side and have never shown in this kind of venue. The market's definitely on the increase. It's not just the Jewish consumers; kosher is a symbol of quality for anybody who's buying."

Major grocery store chains have taken notice. The power buyer sessions, where exhibitors booked 10-minute sessions in 10'x10' booths at the back of the show floor with Costco Wholesale, Ralphs Grocery, Albertson's and Gelson's Markets, won over exhibitors who might have thought the show could have been a little busier. "I picked up three new stores," beamed Sandy Calin, co-owner of Debbie & Sandy's Homemade, naming Gelson's, Ralphs and Albertson's. "I've been trying to get into them, but it's difficult to get your foot in the door."

Perhaps the biggest raves came from Yonkers Cream Cheese Owner Jodie Schreiber, who said, "I had more worthwhile buyer meetings here than in New York. (In New York) you might meet 30 people from the store you want to get into, but not the right one. It's easier to zero in on key people at this show."

And for some, it was just a matter of finding out what kosher was all about through the many seminars and educational programs offered during the three-day show. "I had curiosity. It's very interesting," said Miguel Araujo, chef at Mi Ranchito Restaurants.