Kosher food is not new. It is rooted in the bible and has been around for 3000 years. In 1987, while continuing to build its full-service marketing firm, LUBICOM began the process of building Kosherfest into one of America’s premier food trade events. But first it would have to build an industry, coalescing all segments of an industry that practically did not exist. It brought together the huge American food icons with the small family-owned ethnic businesses that and become a basic staple of American Jewish life.
Through exhaustive research, LUBICOM was first to develop a profile of the kosher consumer, finding that kosher was highly popular with many groups other than the core group of Jews who observe the dietary laws. It developed a newspaper Kosher Today, which developed into the highly successful on-line newsletter. LUBICOM became the spokesman for kosher and is profiled in dozens of media outlets every year. The success of this extraordinary marketing effort is the best testimony of LUBICOM’s strategic abilities.