Shoppers on the hunt for new kosher-for-Passover selections this spring are in for a treat when they shop at their local Whole Foods Market.

Whole Foods will now feature a broad assortment of kosher-for-Passover items from Kedem, a leading manufacturer and distributor of kosher foods. Consumers who seek all-natural, gluten-free, and dairy-free for their Passover dietary needs can now find a wide selection at Whole Foods, the new destination for Passover food shopping.

“When it comes to kosher-for-Passover foods, shoppers will always look for the favorites they grew up with,” said Harold Weiss, executive vice president of Kedem Food Products, “but they’re also looking for a new twist on tradition–from whole-wheat and gluten-free to vegan and organic options. We’ve worked with Whole Foods Market for years, developing products that meet shoppers’ dietary needs and also meet the company’s standards, including no artificial colorings, preservatives, or sweeteners.”

“Who knew of Harrison’s Original Sweet Shoppe all-natural/fair trade chocolate chips, Rebecca and Rose gluten-free brownie crunch, or Yehuda organic matzo for Passover? None of these products were available until Kedem developed a program to bring them to Whole Foods,” adds Weiss.

Kedem Food Products and Whole Foods Market began innovating together about nine years ago, noted Weiss, when the two companies recognized a real need for more natural and organic kosher choices. When they embarked on this project, they started out with six items–just macaroons.

“Our shoppers have always looked to Whole Foods Market for the widest variety and best quality of products available and we knew we had to do more for our kosher shoppers,” said Dwight Richmond, global grocery purchasing coordinator for Whole Foods Market. “Kedem helped us deliver. They created new natural versions of traditional products, like the first commercially available tilapia gefilte fish specifically for our stores, and now we carry items shoppers simply can’t find anywhere else,” adds Richmond.

Kedem’s lineup of kosher-for-Passover products include:

-    Kedem biodynamic grape juice: The first grape juice produced in the USA certified by Demeter USA reaches the highest level of farming and organic standards (exclusive to Whole Foods).

-    Rebecca and Rose bakery products: A twist on brownie brittle and other baked goods, Rebecca and Rose brings a uniquely delicious, gluten-free version of brownie and blondie crunch, cookies, and the first commercially available boxed Passover doughnut (chocolate-frosted).

-    Gefen apple crisps: Make snack time more convenient with these tree-ripened snacks available in two varieties. Look for the Jonathan or Golden apple snacks.

-    Zeta Oil: Already a staple in the Whole Foods Passover program, but with the addition of hot pepper, the cooking options multiply. Zeta Olive Oil picks the olives from some of the oldest orchards on earth, including orchards on Mount Carmel, ancient orchards on the Jerusalem mountains, and on the hills of Galilee.

-             Other new items include gluten-free Cajun Panko from Chef Jeff Creations, Gefen cashew butter, and handmade shemurahmatzah from the Holy Land.

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