Transcript The Kosher Marketplace

The Kosher Marketplace
An Introduction to OU Kosher
Certification
THE POWER OF OU KOSHER
JOIN THOUSANDS OF MANUFACTURERS
WORLDWIDE WHO VALUE THE POWER OF
OU CERTIFICATION FOR THEIR PRODUCTS
The OU: Who We Are
 The OU was founded in 1898
 Non-profit organization
 Community outreach organization with focus on the disabled, teens,
job placement services, and stronger communities
 We have responded to natural disasters with financial assistance,
including in Haiti, New Orleans, and Japan
The Power of the OU
 The OU symbol can be found on
almost 1,000,000 products worldwide.
 We certify facilities in over 80
countries around the world.
 No other symbol can enhance your
products marketability like the OU.
The U.S. Kosher Market
 Kosher Food is a $12.5 billion industry and growing.
 Sustained 15% growth rate year over year.
 Close to 1,000,000 products are certified kosher.
 Over 2,500 new products certified kosher each year.
Source: Mintel Market Research, “Kosher Foods Market – US Report,” January, 2009
Projected Kosher Food Sales In The U.S.
2014
2013
2012
2010
2008
2008
2006
2004
2003
2002
2000
1998
7.6 Billion
Source: Mintel Oxygen Report – February 2009
12.5 Billion
17 Billion
Choosing a Certifier – The OU Advantage!
 The overall rating of OU certification is significantly higher than for any other kosher
certification symbol.
 OU Universal strengths are:
* Largest and Most Widely Accepted Kosher Certification
* Most Reliable Certification
* Leader In The Field
* Most Respected
 Best known, most widely purchased
 By a 3 to 1 margin, OU is the symbol most often found on the food purchased by
respondents.
 By a 2 to 1 margin, OU is the symbol that comes to mind when a respondent thinks of
kosher certification.
 By a 2 to 1 margin, OU is the symbol respondents would select as their
first choice to purchase.
Symbol Most Often Found on Foods Bought
50
45
40
35
30
25
20
15
10
5
0
Ultra-religious
Muslim
Lactose Intolerant
Don't Know
None
Other
Triangle K
Star K
OK
OU
Kof-K
K
Health Conscious
If All Products Were Exactly Alike (e.g. in terms of quality, size,
price, taste, etc.) Which Symbol Would Be First Choice to Buy
45
40
35
30
25
20
15
10
5
0
Ultra-religious
Muslim
Lactose Intolerant
Refused
Don't Know
None
Other
Triangle K
Star K
OK
OU
Kof-K
K
Health Conscious
Reasons OU Symbol Is First Choice
Most trusted
Familiar/w ell know n
Good/high quality/standards
Easiest to find
Careful supervision
Health Conscious
Lactose Intolerant
Certified by Rabbi
Have alw ays used
Muslim
Hebrew w riting/character
Ultra-religious
Like the taste/good food
Indicates kosher
Authentic
Others
DK
0
20
40
60
OU Company Testimonials


“Attaining OU certification was very
important for our brand,” declared Francie
Patton, Vice President of Corporate
Communications. “It has brought us new
opportunities in the kosher market
because the OU is accepted everywhere.”

Ed Turillo , Dreyer’s Ice Cream, Regulatory and
Compliance Manager said, “When Dreyer’s
bought the Skinny Cow product line in
2004, they’d been certified by a different
Rabbinical agency, and because we
wanted to keep all Dreyer’s products
with one agency, we migrated the
products to OU. It offers the most
internationally accepted seal of
approval. Kosher consumers trust it –
they know the rigor and supervision that
stand behind the label.”

“When reflecting on our brand’s amazing
growth, Chobani must express its
appreciation to the Orthodox Union, the
world’s largest and most widely
recognized kosher certification agency.”
Mr. Ulukaya, company founder and CEO.
“OU certification has opened new
channels of distribution in new markets
for us, and within markets where Jelly
Belly was already doing business,”
Herman Rowland, Sr., Chairman of the Board, Jelly
Belly Candy Company.

“Today, many consumers are turning to
kosher certified products for allergen
and health-related reasons. The OU
symbol represents the use of pure
ingredients and has become a universal
seal of approval.” Tom Dempsey, President,
Utz Quality Foods.

“The OU kosher certification is well
respected in many quarters, even among
those who are not kosher observant. The
OU kosher certification is a clear mark of
superior quality, and we are delighted to
have won this highly regarded
certification,” says Glenmorangie Brand
Director in the United States, Brian Cox.
Cutting Edge Technology
Manage Your Kosher Program
OU Commitment to Excellence
 We will ensure excellent and timely service.
 We have the expertise and experience to make kosher projects
successful and stress-free. We commit to ensuring that projects proceed
as smoothly as possible.
 The OU is bound by a strict confidentiality policy. Our staff is trained
to keep all client information private.
 The OU’s marketing and PR department will create a campaign to help
market your company’s products to kosher consumers.
OU In The Media
 “ Getting a kosher certification is a shrewd way for a company to gain
market share for a minimal investment.” No kosher certification conveys the
message, or can gain your company greater market access, than the Orthodox
Union.
 “Often labels will sport an ‘O’ with a ‘U’ inside. This is the stamp of
approval of the largest kosher-certification body, and basically means there’s
no need to read the label….”
 Prudential Bache Food Analyst, John McMillan – “The “Kosher Seal” is
equivalent to what the Good Housekeeping seal meant in the 50’s.”