The Jewish Business Network (JBN) played host to their monthly luncheon on Wednesday, November 16, at noon, at Temple University’s Center City location (1515 Market Street). This month’s guest speaker was Ross Born of the Just Born Candy Company, and the menu featured a wide array of kosher sandwiches and accompaniments from Genuardi’s and, of course, CANDY – yum.
Rabbi Menachem Schmidt, Executive Director of Jewish Heritage Programs, officially opened the program and stated he felt like a “rabbi lost in the wind,” being between Jewish holidays. He went on to state that each holiday has an image it is aligned with – i.e. Temple and Yom Kippur. On the “Holy of Holies” the High Priest goes in to the inner sanctuary of the Tabernacle and God speaks to him. On one occasion God said to the High Priest, “Give me a Blessing.” The High Priest was shocked. Rabbi Schmidt said that it is meant to show that each one of us has Holy/Spiritual power of his/her own.
The program then featured some brief remarks by Membership Committee Chair Rachel Wilner, of TD Bank, regarding the benefits of becoming a member of JBN and announcing the members-only 8th Night of Hanukkah Party date of Tuesday, December 27. Moving the program right along, Harris Gubin, Lead Ambassador of JBN and Account Executive at First Contact HR, started the monthly tradition of having luncheon guests introduce themselves.
Then, without further ado, the program was handed over to the guest of honor, Ross Born of Just Born Candy Company, which is headquartered in Bethlehem, PA. The first announcement he made was to let everyone know that Goldenberg’s Peanut Chews are not on the tables (like the Mike & Ikes), because they are dairy – but that they would be available after the luncheon.
Born went on to say the family-owned and operated business was started by his grandfather, Sam, who was a Russian immigrant whose journey to America took him through Prague and Paris where he worked at a candy store – there was little work for rabbinical students in the early part of the century. Grandfather Sam went on to open his own store with a business partner who unfortunately took off with the money one day a few years later, forcing Sam to close the business.
He officially opened “Born Sweets” in Brooklyn, NY in 1923 featuring French chocolates. He continued working in the business for 70 years, passing away at the age of 94. Today Ross and his cousin are the named business owners.
In the beginning they “made everything” including hard candies. Born’s grandfather invented the machine that puts the sticks into lollipops (in 1916), aptly named the “Born Sucker Machine,” and they made their own chocolate until the 1970s. Another creation from his Grandfather – jimmies (or sprinkles) for desserts. They were named after the guy who used to make them in the store… Jimmie – of course!
Today the company’s products are Mike and Ike® (1940), Hot Tamales® (1950), Peeps®, Teenee Beanee® and Goldenberg’s Peanut Chews® (acquired 2003). Born went on to tell the story of how they were selected to be the buyers of Goldenberg’s Peanut Chews because the sellers knew they would take care of the brand and their name. Speaking of the Goldenberg name, when Just Born took the brand national (it only had a regional focus originally), they took the Goldenberg name off the product as they thought only those locally would recognize the name. “We later realized that was a mistake,” stated Born, and they’ve put it back on.
According to Born, candy is an impulse buy for consumers, and only 25% of shoppers actually go down the candy aisle in grocery stores, so there is only a short time period to catch their attention. Born also referenced the phrase “PR builds brands; advertising sustains brands,” though noting that they do not advertise their Peeps® line and the Goldenberg’s didn’t advertise back during their time of ownership either.
As an active Jew, Born told attendees “truth be told” the company did not “go” Kosher until 1991, adding that Mike & Ikes are the #1 import business in Israel.
Born states that the two greatest assets of the company are the brands and the people (has staff of 600) – they nurture the brands and make things “tick”!
When the floor opened for questions, one luncheon attendee asked Born how he dealt with the temptation of the candy and his personal consumption levels. “Everything in moderation,” was Born’s reply.
Good advice!
Liz Galantino, Senior Associate
Metrospective Communications
Marketing, Public Relations and Strategic Communication
http://www.metrospective.net/
