HAPPYTIM E V E R G R E E N KO S H E R M A R K E T
INAUGURAL EDITION
ISSUE 01
FALL 2013
S
30,000 square feet of shophappy!
aisle by aisle
department by department tour
a sneak peek at
Jamie Geller’s
upcoming cookbook
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the BUTCHER at Evergreen 10
fishy’s fresh catch 20
Glatt Geshmak Deli & TAkeout 18
Sage Health Food 9
simply Sushi 13
Grocery 6
warehouse at evergreen 13
Zishe’s Bakery 16
what ’s inside
2
WHAT’SINSIDE
FRESH FROM THE FIELDS PRODUCE & GRAB AND GO 14
Jamie Geller’s Recipe Picks Center Spread
evergreen kosher market 59 Route 59, Monsey, NY P 845.352.4400 • F 845.352-4410 info@evergreenkosher
CON CEP T, DESIGN & P R ODUCTION by Ash &C rew, L LC • WWW. NOTTHEM USIC STORE. C OM t e x t by Lu bicom M ark eting C onsulting (lub icom. com)
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we created a destination for everyone
WELCOME
Number of products on our shelves
77%
Number of the customers who follow our butcher’s suggestions for how to best prepare their meat/poultry purchase come back to ‘just say thank you”
88
SECONDS
Time it takes for the “Evergreen Express” automated conveyor system to move your box of groceries from the front checkout area to the back loading docks
Welcome to the first edition of HappyTimes, the official publication of Evergreen Kosher Market. Located in the new Town Square shopping center, Evergreen is more than its wide aisles, huge product selection and great prices. Evergreen was created by people who live in Monsey and love Monsey. Just as Monsey offers a unique spirit and high quality of life, so does Evergreen. Boruch Hashem, our vision of creating a shopping destination that combines the friendliness of a neighborhood grocery with the value and convenience of a state-of-the-art specialty supermarket has been well received throughout the
community and the warm welcome we’ve been receiving means so much to us. Evergreen is our vision…but it’s your store. We hope you’ll look forward to shopping here regardless of your budget or the variety of items on your grocery list. We invite you to read on for a detailed description of the services we are so excited to offer. Thank you for making Evergreen a part of your life.
Tea m Evergreen
9000 pounds
The amount of flour used by Zishe’s... in just the first week
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23,169
3 WE LCOM E to E V E RG RE E N
BY THE NUMBERS
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5 9 Rou t e 5 9, Mo n s e y, NY • 845 .35 2 .440 0 • i nfo@evergreenkosh er
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Rabbi Wagsh al • 845. 444.6070
K AS HRUS
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The Growth of Monsey Evergreen was established to meet the demands of one of the fastest growing Jewish communities in the nation. More than 95,000 Jews live in Rockland County and that number is rapidly increasing. In the 1950s, Monsey was a one stoplight town with a single yeshiva. By 1997, Monsey had 112 shuls and 45 yeshivas. Today, Monsey is home to many Chasidic groups, world-renowned yeshivas and Jews of every background. With this dynamic explosion came the development of a remarkable infrastructure of educational, chesed, and social services organizations that continues to flourish. Evergreen Kosher Market stands on a site that was once the home of the local Monsey PathMark which made history in being the first major supermarket to significantly serve the kosher shopper, offering a wide variety of products for Pesach and all year round. The legendary Manager of PathMark at the time, Mr. Kevin O’Brien, said that “it was amazing to grow side by side with a rapidly expanding community.” Since its closing, a large gap was left where PathMark once was. And so, the Team at Evergreen stepped in to reinvent Monsey’s old friend and build a store suited to the community Monsey has become today.
Kashrus Takes a Front Seat at Evergreen
the Highest directives and guidelines are verified and implemented
A great deal went into the design and character of Evergreen, but no effort was spared when it came to kashrus. We wanted to make certain that the most stringent kashrus standards were in place and that all segments of the kehilla could be assured that we went the extra mile in all aspects of hashgacha. So we were delighted that Rav Chaim Meyer Wagshal of New Square, a noted rav in the kehilla and a well-known authority on kashrus universally respected for his extremely high standards, agreed to be the Rav Hamachshir of the store.
Tzvi Edelstein of Khal Adas Yeshurun: “Rav Wagshal is widely respected in the kashrus field and has worked with our hashgacha for two decades in various capacities. While working with us, he has transformed major companies and instituted various kashrus procedures, bringing them to new heights, which were thought not possible before Rav Wagshal took on the challenge. Similarly, when he provides hashgacha, it is accepted and respected by the most stringent segments of the Charedi community.”
In a letter congratulating Evergreen for its choice of Rav Wagshal, Rav Yosef Eisen of the Vaad Hakashrus of the Five Towns wrote: “Rabbi Wagshal himself through years of hard work and impeccable integrity and vast kashrus acumen has built for himself a very respectable and admirable reputation in many diversified areas in the kashrus field.” A similar letter was received from Harav Moshe
Rav Wagshal’s team includes extremely reputable mashgichim with expertise in inspecting fruits and vegetables for insects. This level of meticulous kashrus supervision is unprecedented and we want it that way, so that every resident of Monsey can be confident that every product made here at Evergreen lives up to the most rigorous kashrus standards possible: their own.
WE KNOW IT CAN BE A HASSLE TO WAIT IN LINE AND UNLOAD FULL SHOPPING CARTS. AS PART OF EVERGREEN’S SUITE OF REVOLUTIONARY SERVICES FOR OUR CUSTOMERS, WE ARE PROUD TO INTRODUCE A GROUNDBREAKING NEW PROGRAM CALLED ZOOM CHECKOUT.
Rabbi M. Edelstein KAJ Kashrus Administrator
Rabbi Yosef Eisen Rabbinic Administrator of The Vaad Hakashrus of the Five Towns
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THE innovative, custom, no-hassle checkout.
5 TH E in n ovat ive, custom , n o-hassle checkout.
INNOVATION!
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evergreen • 845. 3 52. 44 0 0
TH E HE ART OF OUR STORE
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Customer Letter
Evergreen’s Grocery Department
“I’m a big pesto fan.” During a recent trip to Evergreen, I asked Yoely Schonfeld what pesto he carries. He turned and motioned for me to come with him while he asked me what I like taste-wise and why. When we got to the end of the aisle, he grabbed a jar off the shelf and handed it to me. Before I could say “thanks,” he was heading to the refrigerated dips section – with me at his heels - where he reached in and grabbed a container of a different variety. I didn’t want to be a nudge, but I asked him if he had them in smaller sizes. Yoely nodded and disappeared for 45 seconds, after which he reappeared with smaller sized versions of BOTH brands. The fact that all of this took place in under 3 minutes and without the need for walkie-talkies, hand-held scanners and other “tools of the trade” is extremely impressive. That day I did, indeed, learn what it means to “shop happy!”
—shmuel
THE HEART OF OUR STORE
Meat, Produce, Takeout & Deli, Fish & Baked goods aside, Groceries is still the category no serious supermarket can afford to compromise on. As much as you’ll enjoy the fresh offerings in our specialty sections, you’ll love our selection of one of the largest collections of kosher grocery items available today to the kosher consumer. LET US HELP If you ever want an education about anything from soup to nuts, mustards to marinades to cake mix to cola, find the time to chat with Yoely Schonfeld. As one of the industry’s most
TH E HE ART OF OUR STORE
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evergreen • 845. 3 52. 44 0 0
TH E HE ART OF THE STORE
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Going Green
A Great Shopping Environment That’s Great For The Environment There are many reasons that Evergreen was chosen as the name for the new supermarket. Of course, there’s our emphasis on freshness in every department. But consider, too, our ecofriendly lighting, which is part of our participation in a special program sponsored by Orange and Rockland Utilities. We also have a special heating and cooling system that regulates the temperature in the freezer/fridge aisle, to make it comfortable for shoppers. These energy-saving measures will result in energy costs savings for us, which we will be able to pass along to you. “The owners of the new Evergreen and Town Square are going the extra mile by selecting higher energy-efficient alternatives,” a senior O&R representative said. “With over 130,000 square feet to illuminate, many spaces will feature state of the art LED lighting technologies. Our ‘Big Energy Solutions Program’ is an energy efficiency rebate program available to commercial and industrial customers in the O&R New York service territory to help offset the capital costs of large projects such as this one.” For more information on the Big Energy Solutions Program or any of the other commercial and residential rebate programs O&R offers, please visit www.oru.com/ greenteam or contact Steven Orman at 845-577-3694.
respected merchandisers, his familiarity with every item in the store is unequalled and he brings to Evergreen a new level of customer service. When he and his team – and all our employees – say, “Let Us Help,” they really mean it – and they really can. Smart Service. Smart Prices. We understand that families live on budgets and we’re here to help you meet yours. Our Executive Manager, JJ Lefkowitz, has spent the past many years honing his formidable skills as a buyer with the sole focus of giving his customers the most for their money. He’s always on the lookout for ways to save on items that our customers use so that “shop happy” won’t end at checkout counter.
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Sage H e alt h/Nu t ri t i o n • 845 .35 2 .440 0 e xtension 607
2.3
The number of times a week that the average shopper visits our store
THE FIRST FAMILY OF FEELING BETTER Welcome to Sage, brought to you by the Zahler family.
Sage at Evergreen is a store within a store, devoted to your health and well-being. The Zahlers are the legendary leaders in kosher health products and, at Sage, they offer a wide assortment of brand-name vitamins, nutritional supplements and health foods. They even have a Nutritional Consultation Counter where Sage’s nutritionist can guide you in making selections from the large variety of health products. Since founding their well-known store in 1984, the Zahlers have been helping people stay healthy and have spent years developing their own line of vitamins and supplements, but the store carries a full line of all major brands that are kosher. The shelves are full of packaged, fresh and frozen health foods, spelt and carb-free items and natural homeopathic remedies. Their incomparable level of professionalism, discounted prices on so many items, modern display, health consultation and customer services are now available at Sage at Evergreen. You might even get to catch a piece of “sage” advice from the legendary Mrs. Zahler herself. When it comes to feeling good about health food or vitamins, Sage is a natural. Shop Healthy!
368
The number of varieties of products in our produce department
724
thousand ft. The length of checkout tape that has been printed by our registers during our first 3 weeks
11,439
Number of feet of copper wire used in our state of the art cooling/ refrigeration system, one of the most energy efficient in the country
9 TH E F I RST FAM I LY OF FE E LING BE TTE R
BY THE NUMBERS
BUTCHE R • 845. 3 52. 4400 extension 60 3
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QUALITY
The Butcher at E vergre E n
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Whether you are looking for a specific shechita or a particular cut, you will find it on the shelves or you can order it at the Meat Department Service Desk. Choose from the large selection of veal, lamb, and of course, beef. There are rare and exotic cuts like Crownsville roasts, delectable squabs, signature cowboy steaks and stuffed veal, as well as your favorite roasts, steaks, pickled meats and capons. If meat is not your area of expertise, R’ Shraga Duvid will be thrilled to walk you through the world he knows so well.
SERVICE In addition to his unparalleled knowledge of the world of meat, R’ Shraga Duvid is a noted Talmid chacham, a musmach of Rav Klein of Bnei Brak and is fluent in Yiddish and English. He is wellversed in all areas of kashrus and hashgacha and he understands that the meat business needs round-the-clock dedication to make sure there’s something for everyone, regardless of budget, palates or chumras.
VALUE In keeping with our policy of creating a custom made shopping experience for our customers, our poultry department has a product selection to fit every household taste and budget. Our state of the art showcases feature a large variety of chicken, cut and packaged in regular and family pack sizes. We also carry your hard-tofind favorite specialties like capons and extra thin cutlets, chicken steaks, turkey, duck, cornish hens and pickledchicken roasts, all at family value pricing.
The Butcher at Evergreen
KASHRUS, QUALITY, SERVICE, SELECTION & VALUE. In the ethos of the shtetls of Eastern Europe, the “katzav” (butcher) was one of the most trusted and respected members of the community. He knew his customers well, which meant he could provide exceptional service. Today’s modern kosher supermarket is a far cry from the katzav’s store, but at Evergreen, we like our customers to get the same personal service they would have gotten from the shtetl butcher. Our Executive Meat Specialist, R’ Shraga Duvid Asofsky, believes in some of those old school values when it comes to taking care of his customers. He will welcome you with his trademark smile and impress you with his vast knowledge. And he’s created a meat department
that has already been reviewed by customers and professionals alike as the most sophisticated kosher retail meat department in the USA. His goal is to be your personal butcher. He and his staff are available to help with recipes, suggestions, meal ideas and how best to cook, slice, and even warm up your selections. They understand what you need, sometimes even before you do, and will happily share their expert knowledge of glatt kosher meats, at whatever price level your budget allows. And because R’ Shraga Duvid, along with everyone at Evergreen, is obsessed with quality and freshness, every cut gets his personal final inspection to ensure that it’s customer-worthy.
The Butcher at E vergre E n
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EVER
GRE
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Y READ TO OK CO
prepared seasoned & ready Ready to cook 8 45 . 3 52. 4400
With growing families, work, home, carpool, surprise guests, suppers and even Shabbos meals can sometimes be overwhelming. Our solution? Ready To Cook, a delectable selection of prepared, pre-marinated and seasoned meat and chicken, realistically priced and ready to pop into the oven. Many shoppers have difficulty finding the “prep” time needed to slice, dice and marinate. We realized that if we do the first few steps for you in our kitchen, you can take it home, put on your own finishing touches and cook it in your kitchen. For Yom Tov, Grilling Season, or weeknight family suppers, our kitchen prepares classic favorites like pre-formed, but uncooked, meatballs, with a choice of sauces; shwarma you just need to sauté and serve in a pita or with a salad; frozen deli rolls ready to bake; pre-breaded shnitzel in a variety of flavors; stuffed capons; beef and veal roasts, and much more. We also carry stocks and sauces to help you along in the cooking process. Look for our ever-changing menu including ready-to-bake appetizers and side dishes to round out your menu planning. Your meals will be homemade - with a little help from Evergreen.
The Simply Sushi counter at Evergreen has a menu of both traditional and innovative sushi products. With an enormous array of both raw and cooked rolls, their experienced chefs are also happy to take personal requests. From a quick sushi craving to an elaborate, elegant platter, the Simply Sushi experts bring you the best tasting kosher sushi available anywhere.
Many hundreds of families have relied upon the talents of Mr. and Mrs. Yitzchok Weber to enhance their Simchas. The Weber’s flair for the original has earned them a reputation for creativity and class. Now the Weber’s are focusing their skills on your weekly Shabbos flower needs by opening the Blossom’s Floral Bar at Evergreen. Their passion for their trade is unmatched and we are proud to have the Webers on our team. Stop by their cozy corner and pick up a fresh and affordable bunch for your Shabbos table, or ask them to create a special bouquet just for you.
very simply simply sushi 845.352.4400 EXT 215
warehouse AT EVERGREEN
get more pay less Evergreen is committed to serving the unique needs of our growing community. That’s why we’ve created The Warehouse at Evergreen, a special aisle where we offer a Costcolike experience with a selection of products available in bulk at deeply discounted prices.
Evergreen On CalL
shop while you wait We want to help you use your time at Evergreen as efficiently as possible. With our On Call paging system, you won’t have to wait in one place for your special orders to be ready.You can place orders in specific departments, continue shopping the rest of the store, and we’ll page you when your orders are ready for pick-up. Say you’d like a custom fruit platter for an upcoming kiddush, or you need something special from the Fish, Sushi or Meat departments. Place your order and you’ll be given a pager. Head over to Zishe’s, pick up some flowers at Blossom’s or something from the Dairy case. When your special order is ready, the pager will let you know.
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845.352.4400 EXT 220
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Blossom’s Flower Bar
13 SI M PLY SUSHI /BLOSSOM S/WARE HOUS E /ON CA LL
flower power
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Evergreen Produce is Fresh from the Fields
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evergree n • 8 45. 3 52. 4400
E vergreen Produce is F resh from t he F ields
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IT’S ALL ABOUT
FRESHNESS We stock Evergreen the way we stock our own homes and it all starts with our produce department. We guarantee that what you pick from our shelves is as fresh as the day it grew, and if you don’t find what you’re looking for, it’s because it didn’t meet our quality standards. Our selection is literally handpicked daily and includes fresh fruits and vegetables, lettuce mixes, a wide variety of expertly cut fruits and vegetables, platters, and salads. Our obsessive commitment to freshness
is matched only by our commitment to prices that have earned us the reputation as the best place for produce in Rockland County. We are well aware of the halachic intricacies involved in enjoying this level of freshness, so our full-time mashgiach is trained in bedika for various kinds of produce and all fresh products on our shelves, checked under his expert supervision. If you have any questions about the bedika process, feel free to ask to speak to the mashgiach. It’s a fresh approach to produce. Shop Fresh and Shop Happy!xxx
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ZISHE’SNEWHOME
18 years ago, after 30 years of baking in their home for numerous Shabbos events and Simchas, Zaidy and Bubby Feder, and their sons Zishe and Levy Yitzchok were ready to share their creations with the world. That’s when they opened Zishe’s Retail Bakery which was quickly adopted by the Monsey community as “our bakery.” Now, at Evergreen, Zishe’s is literally “our bakery.” As you move toward the bakery aisle, you’ll find yourself beckoned by the aromas of fresh rugalach, babkas, koskosh and baguettes. The bakery’s unique layout allows you to watch the pastries and challahs being baked in their state-of-the art oven where you can grab a freshly baked chocolate cheese danish or warm roll just as they come out of the oven. Their wonderful line of delicious products has been expanded and now it’s easier than ever to get your daily dose of Zishe’s, right here at Evergreen.
17 zish e’s new home
“The children call me ‘the Zaidy of the Bakery.’ All my young visitors get delicious cookies but only in exchange for a sweet bracha!”
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Zi s h e ’ s Bak e ry • 845 .35 2 .440 0 e xt e n s i o n 605
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Taking Deli & Takeout To A Whole New Level
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Glat t G e s h mak • 8 45 .35 2 .440 0 e xt e n s i o n 604
Shop Geshmak Every family needs a good chef now & then. Meet our expert chefs, the Itzkowitz family
When it’s time for a break from the kitchen, you can count on the Itzkowitz family from Monroe. They’ve been expert chefs for many years adding a homemade touch to their extensive repertoire. At Evergreen, they’re known as Glatt Geshmak, and they’re here with a full menu of “heimishly gourmet” delicacies, just for you and your family. Glatt Geshmak is an experience. First, visit their full service showcase overflowing with traditional favorites and gourmet selections. Then move over to their carving station, where you should have them hand-slice a pound or two of the best smoked and cured meats in town. After that, pick up one of their delicious soups, signature dips or fresh salads from the “grab and go” refrigerated display. Finally, don’t miss the “hot table” where you can serve yourself from a choice of fresh and hot everyday favorites, ready anytime and always delicious. Pick up a full container or tray for a family supper or just a small nosh to get you through the day.
TAK I NG DE L I & TAK E OUT TO A WH OLE NE W LE V E L
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FI SHY’S F RE S H CATC H
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ONE VISIT TO FISHY’S FRESH CATCH AND YOU’LL BE
hooked
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F ISHY ’ S F RESH CATCH • 845. 3 52. 4400 extension 6 0 6
For the past quarter century, Neiman’s Fish has provided Monsey residents with premium fish daily, sourced fresh from local markets. Now, Fishy Neiman has brought his expertise – and famous smile – to Evergreen, offering an expanded, unique variety of fresh fish. At Fishy’s Fresh Catch, you’ll find the highest standards of kosher, quality and service and a selection so fresh, you’ll be looking for the boat. Along with traditional favorites, Fishy’s selection also includes a beautiful assortment of marinated and prepared fish ready to pop into your oven, for an everyday supper or your Shabbos or Yom Tov table. Fishy’s also offers on-the-spot grilling or frying so you
can take it home hot and ready to serve. If it’s value and convenience you’re looking for, you’ll find some of the more popular fish selections pre-packaged and in familysized packages. “There is no other place in the world that we felt would understand our vision,” says Fishy. “Evergreen’s philosophy shares what has defined us for over a quarter of a century, namely service, value and seriously superior quality.”
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L et Us Help desk • 845. 3 52. 4400 extension 6 0 1
S HOP HA PPY!
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Bus Service
Evergreen Coordinates Community Input to Improve Bus Service Transport of Rockland’s (TOR’s) Loop #2 bus has always been a heavily-used route in main Monsey, stopping at popular streets and shopping centers. But the route has also been tedious, traveling in one continuous circle that sometimes lengthened commute time. At Evergreen, we know many of our customers rely on public transportation. TOR was responsive to our input from its riders and, as a result, conducted an analysis of the existing service area, including a review of ridership trends and changes in land use and development. Based on our community input and their service area analysis, TOR redesigned Loop #2 to better serve our growing community. Loop #2 now travels both Eastbound and Westbound. By going in two directions, it offers less time waiting for the next bus to arrive. It also means shorter travel time, as passengers can board the bus going in the direction of their destination. The new improvement has also added “front door” stops at Town Square, at the mall entrance and other main stores. The Loop #2 change means that buses now pick up people on both sides of the road, so passengers must remember to wait on the side of the direction they are traveling. It now operates from 8:20 am to 6:30 pm and the new schedule added mid-day service where there was higher demand, eliminated two early morning trips and four evening trips with little to no ridership. The improvement also brought the route back to Route 306 from Blauvelt Road, but will continue to serve all other previous stops. Please stop by the Customer Care counter at Evergreen and fill out the short survey we can share YOUR ideas with TOR to improve service for everyone. All submitted surveys will be entered into a raffle to win a $250 gift certificate to Evergreen. Ride Happy!
We have assembled a team of experienced and talented people whose job it is to help you make those choices and help you
Shop
HAPPY! We understand that grocery shopping is a central part of daily life. Suppers and school snacks, Shabbos and Yom Tov and Simchas - the supermarket has become more than just a place to buy food. From choosing which apples to buy for the first day of school, to selecting a special roast for your Yom Tov table, what we buy, how much we spend, and how much time it takes us, all have a great impact on our daily lives and the lives of our families. We’re here to help every step of the way. From soup to nuts, mustards to marinades to cake mix to cola when our employees say, “Let Us Help,” they really mean it – and they really can.
JJ Lefkowitz Executive Manager JJ (Yaakov Yosef) Lefkowitz knows the community well having lived here all his life. An eyewitness to Monsey’s extraordinary growth, he knows exactly what shoppers in our community expect when they walk into a supermarket. JJ is an expert in buying and pricing Evergreen’s products to fit everyone’s needs. As Executive Store Manager, he anticipates your needs well before you do your shopping, ensuring that all products and services are tailored to your individual experience. JJ has worked in food retail for almost 20 years, and his vast experience adds a dimension to Evergreen that you just won’t find anywhere else.
Yoely SchonfelD Manager of Operations Yoely Schonfeld brings the highest standards of excellence to Evergreen’s aisles as Manager of Operations. From a quick, healthy salad to a full cart of groceries, the objective is the same: to make sure that every customer leaves the store with what they came in for, and then some. He keeps the shelves well stocked with a variety that ranges from the traditional to the exotic, and his creative edge is no doubt a major factor in taking the shopping experience to the next level. His subtle, yet remarkable, nuances in store displays will make you feel welcome and comfortable when navigating Evergreen’s wide aisles. Each and every time you visit Evergreen, Yoely’s merchandising talent will enhance your shopping experience.
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Chesky Kauftheil is a well-known community activist, leader and philanthropist whose creativity and passion for innovative change are his hallmark traits. His vision of creating excitement in the kosher aisle has already been tested through his leadership in founding other major community stores. Chesky is best known for his accomplishments in the business and philanthropic communities as Founder and Chairman of ACG Equities LLC, a New York based real estate investment firm; Founder and Chairman of Kosher Fortune, LLC, a specialty-specific food organization with expertise and ownership in supermarkets and an online portal for kosher foods; and, Founder and Chairman of Mishkan Yecheskel, a nonprofit umbrella foundation focusing on youth education, mentoring and providing services to the sick and the needy. Through his Kosher Media Network, he has taken this vision all over the world, reaching large numbers of people who are interested in kosher. His bottom line has always been about the end user and nowhere will this be better seen that at Evergreen.
23 OUR M ANAG E M E NT TE A M
Chesky Kauftheil Chairman
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L e t U s H e lp de s k • 8 45 .35 2 .440 0 e xt e n s i o n 601
evergreen kosher market 59 Route 59, Monsey, NY 10952
Presort Standard US Postage Paid Ramapost