SHOPRITE DISPLAYS KOSHER APPROACH AT JEWISH EXPO

SARAH MULHOLLAND

NEW YORK -- At the recent World Jewish Expo 2000, held at the Jacob Javits Convention Center here, ShopRite, Edison, N.J., greeted the public as one of the premier grocery chains serving the Jewish community in the Northeast.

The event, a non-trade exhibition of Jewish life from around the world, takes place on a biennial basis, and this year's show was ShopRite's second consecutive turn as an exhibitor, according to Kevin O'Brien, manager of ethnic merchandising for the chain.

"It's a good opportunity to get the message out there that we're interested in the Jewish community," he said. "We give the people at the show a comfortable feeling that we're there to serve their needs."

The booth was roughly 900 square feet, set up to mimic a standard kosher set at one of the chain's stores. The display shelves included familiar kosher stalwarts such as Kedem juice varieties and Blooms kosher snacks and candies, as well as some more recent introductions like Manishewitz new jarred matzoh ball soup with chicken.

O'Brien told SN his stores generally keep the kosher items together in favor of an integrative approach.

"When space allows for larger departments, it makes sense for us to put it all together," he explained. "The kosher consumer generally looks for these products separately, so this makes it easier for that consumer."

The chain was also highlighting ShopRite's private-label line, much of which is certified kosher. ShopRite brand apple juice, soda and hot chocolate, as a seasonal favorite, were distributed as samples.

In addition, several manufacturers were ready with samples. Klein's Natural, a small company specializing in kosher nuts, dried fruit and candy, worked with ShopRite at the show. Larger national players like Stella Dora and Nabisco were on hand as well, to name a few.