The story raging now in Israeli media is proving again two main points: the power of publicity and the innate masochism of Israeli consumer. It started several years ago, when our government, in its infinite wisdom, has lifted price control from some dairy products, cottage cheese* included. Naturally, the prices started to climb, more than doubling for cottage cheese, to take one example. So, a group of folks has created a stir, using (of course) Facebook as a vehicle. I am not offering a link here, since it's in Hebrew anyway.
The campaign brought results fairly quickly, getting the media involved, see an example here. Of course, our enlightened politicos are riding the cheesy waves to the utmost.
But the most amazing part of the story was its marketing outcome. As heard on the radio today: the sales of cottage cheese have jumped 25 to 50 %%, depending on the chain that reported the situation. Is there a lesson in this story? You bet.
Update: The boycott has started working, after the initial fiasco.
(*) Cottage cheese in Israel: yep, it's good, and compared to the gooey stuff sold in US and UK it's superb. No offense intended, people, seriously, but you are eating something that would better be used in construction or somewhat...
5 minutes ago
9 comments:
The sudden increase of sales was due to the huge discount offered by the supermarkets. I don't know more details because I didn't even look in the general direction of the cottage cheese, I'm fed up with the rising prices of milk products and this was the last straw.
I think the boycott is widely supported by angry mothers. There was one at the supermarket trying to explain to her 4-5 years old daughter why "we don't buy cottage cheese anymore".
As someone commented on the news, from the "cheese with the house" the cottage cheese is steadily becoming "the cheese that costs like a house".
Well, it's all settled now. Aside of price of cottage cheese, of course.
AFP reporters' souls will be transferred into frogs. Of the eatable variety.
Indeed, I think American cottage cheese IS used in construction. Although it's being kept quiet for some reason. Even in the old days (before the coming of cement) it was a better material than lime and not as costly to make.
Ah so there is a cottage cheese that is edible. I think I will hie me up to the Shalom in Barkingside to investigate
Yes, Israeli cottage cheese is sublimely tasty. No buts about it. It is fresh made, creamy and without any preservatives which means that you have to eat it on within a day or two of buying it. This is why it wouldn't be popular with the American consumer who prefers the month-long shelf life of the available cottage cheese and to hell with the taste.
But most dairy producta in Israel are sublime, an array of dazzling varieties, flavours, quantities and fat content. A paradise for the dairy aficionado.
"A paradise for the dairy aficionado" Which I am not. More of a meat and potato admirer, I would say.
Do that. But I don't believe they will have a real Israeli cottage cheese, it is not cuilt to survive transportation, I think. No preservatives, you see.
;)
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