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Friday January 11, 2008

Tel Aviv Kosher gets new owners, stricter certification

by stacey palevsky
staff writer

Recently, a dozen shoppers braved a torrential downpour to buy chicken breasts, challah and chocolate pudding.

But this wasn’t just any grocery trip. Customers walked through the rain on a Friday morning to make their Shabbat a little more special — thanks to Tel Aviv Kosher Market, which would have closed had it not been bought by a young Israeli couple in November.

Osi Fahima and Sam Levi — from Haifa and Bat Yam respectively — bought the store located next to two Asian markets on Irving Street at 26th Avenue in San Francisco’s Sunset District. And they’ve been giving it a makeover: Fahima and Levi have cleared the shelves, rearranged the store, ordered more Israeli items and added freshly prepared foods such as stuffed peppers, hummus and tabouli.

All the food will be under the supervision of the Vaad Hakashrus of Northern California, and a full-time mashgiach will supervise the store from morning to night, including the fresh meats and foods cooked on site. The previous owners did not have a full-time mashgiach.

Already, customers say they notice and appreciate the changes.

“It’s more organized and really clean,” said Robyn Lieberman. Although she doesn’t shop at Tel Aviv Kosher every week, she still feels it’s important to stop by occasionally.

“This is the only corner of Jewish ethnic food in the city,” she said. “I try to come because I want a place that’s dedicated to kosher food. I want this place to stay alive.”

Fahima moved to San Francisco two years ago from Los Angeles. The couple met through Levi’s mother. After a long-distance courtship, she decided to move here.

They soon joined the Modern Orthodox Congregation Adath Israel. When they heard that Tel Aviv Kosher Market was for sale, they went to check it out, and decided they liked the idea of running their own business. Levi continues to work at an antiques gallery, while Fahima runs the store full time.

Both have food service experience. Fahima used to work at the Israeli grocery store Super Sal; Levi used to manage and cook at restaurants in Israel.

“We’re trying to cater to both Israeli and American Jews,” Fahima said of their fresh and packaged food and beverage selection. “Sometimes people come in and they want cream cheese but they don’t know what the label says in Hebrew.”

Fahima and Levi are the market’s third owners. Alex Keselman, who was a pediatrician in his native Israel, previously owned and managed the market with his brother, Ron. The brothers bought the market in 2006 after nearly 30 years of operation by founder Mikhail Treistman.

Though the new owners have already made some changes, Fahima said customers can expect more between now and Passover. She and her boyfriend are working on stocking organic kosher chicken and beef.

“That’s exciting because it means this is a modern place, not just a shtetl or remnant of the past,” Lieberman said.

Added Levi, “This is a mitzvah … We’re not going to get rich from this business. We’re not going to be buying our own airplane, but we’re keeping busy and having fun.”

Tel Aviv Kosher Market, is located at 2495 Irving St., S.F. Information: (415) 661-7588.

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