Monday, July 13, 2020

While COVID-19 has many local businesses thinking outside the box, Johnny Shore of Ma’adan has been thinking inside the box, The Kiddush Box that is. A convenient meal to go, The Kiddush Box is filled with Shabbat favorites including deli roll, hard salami, potato kugel, pickles, olives and rugelach. It feeds two people and is available with or without alcohol.

Shore, who before the pandemic would gather with friends for a weekly kiddush club, thought, “Why not do it virtually?” He created The Kiddush Box and delivered it to these friends’ respective homes so they could get together distantly to enjoy their favorite Shabbat foods. It was an instant hit so he decided to market it.

The concept quickly spread throughout the community and on social media, where photos of The Kiddush Box went viral and have received more than 15,000 views. To Shore’s delight, orders started coming in from all areas near and far and the feedback has been overwhelmingly positive. One person contacted him from Israel requesting three boxes for siblings in Bergen County so that they could at least join together virtually to commemorate their mother’s yahrzeit with a nice dinner.

There’s a lot of creativity behind the idea said Shore, who will customize the boxes per customer requests. “All of the boxes are made fresh and can therefore be tailored to specific events including bar or bat mitzvahs and engagements,” he added.

He recently delivered bris bags filled with bagels, cream cheese and rugelach for people to enjoy after a COVID-style Zoom ceremony. With graduations and Father’s Day around the corner, he predicts many families who can’t join together will consider celebrating with unique boxed creations.

On an average Shabbat, Ma’adan caters seven or eight institutional kiddushim. With that suspended, The Kiddush Box has become a decent alternative to generate income. Shore said area shuls have expressed interest in The Kiddush Box as well.

“During this difficult time while shuls are shuttered, a small gesture like The Kiddush Box really resonates with congregants.”

The staff at Ma’adan loves the concept and is thrilled to produce The Kiddush Box or any other type of packaged meals people request. Shore is excited that his idea has been so popular and that the community has joined together to support small businesses like his. He hopes this will inspire other local stores to think about pivoting their businesses as needed to align with COVID-19 protocols.

Ma’adan is offering a discount for box orders of 10 or more. For more information or to place an order please call 201-692-0192 or visit www.maadan.com.