Israel’s Largest Milk Producer Now Marketing Soy Drink

[Guest guest]

B " H

 

T'nuvah, Israel's largest producer of milk and milk products, has

begun to market soy drink in three flavors. To imagine how momentous

a step this is, try to imagine Land O' Lakes, Inc. or Kraft Foods,

Inc. marketing soy drinks (Have they begun to?).

 

T'nuvah is not only producing and marketing the soy drinks, but is

being careful to call them soy drinks and not soy milk on the

containers and in its ad for the products so as to obviate any

confusion. Moreover, the full-page, color ad showing a farmer

milking a cow-shaped figure made from bright green leaves, touts the

health and kashrut advantages of drinking and using soy drink instead

of milk to the public. The text of the ad clearly encourages people

who are not yet familiar with soy products to try them. Thus, not

only is T'nuvah answering the already established needs and desires

of the vegan vegetarian community and those who do not drink milk for

other reasons in Israel, it is actually moving the Israeli public in

the direction of using less milk products. T'nuvah is competing with

T'nuvah, as it were. Clearly, this is both a response to trends

already in force on the Israeli market, as well as an assertive push

in the direction of less milk consumption in Israel.

 

The new T'nuvah soy drinks come in regular, vanilla and banana flavor

and are under the kashrut supervision of the Rabbinical Court of the

Eda Charedit in Jerusalem, known as one of Israel's strictest kashrut

supervision bodies. Taking the benefits of using soy drink as part of

a kosher dietary regime that are noted in the ad and the very strict

kashrut supervision, it is clear that T'nuvah's new soy drinks,

called " So T'nuvah " , are being marketed most especially to the ultra-

Orthodox community in Israel.

 

Israel, the country second only to India in vegetarians for religious

reasons per capita, has taken another great stride in the direction

of vegan vegetarianism.

 

Doreen