Kosher Today - Matias Averbuj

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Kosher Today - Matias Averbuj

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Kosher Today PodcastKosher Wine & Jewish Life Across Latin America, with Matias Averbuj (Royal Wine/Kedem)Host: Menachem Lubinsky Guest: Matias Averbuj, sales lead for Royal Wine/Kedem in Latin AmericaEpisode SummaryMenachem Lubinsky sits down with Matias Averbuj, who has spent the last decade building Royal Wine/Kedem's presence across Latin America — now covering 22 countries. Matias, who started as a single salesman after connecting with Lubinsky through a yeshiva network, walks through how the kosher wine and grape juice business (including crossover brands like Bartenura's "blue bottle" and Kedem grape juice) has grown into a serious commercial market that reaches well beyond kosher-observant consumers. The conversation doubles as a tour of Jewish communal life across the region — market size, religious observance patterns, tourism-driven Pesach demand, and the state of antisemitism country by country — with a special focus on Panama, Mexico, Argentina, Brazil, and Venezuela.Key Topics DiscussedOrigin story: How Matias got his start in the kosher food business through a connection made by Menachem Lubinsky ten years ago, eventually joining Royal Wine as a salesman.Company footprint: Royal Wine/Kedem now sells in over 22 countries across Latin America, working with both kosher consumers and general-market supermarket chains.Crossover products: Bartenura ("the blue bottle") and Kedem sparkling/regular grape juice have become mainstream products, sold on supermarket shelves alongside non-kosher brands like Welch's.Panama deep dive: Home to roughly 15,000 Jews with very high kosher observance (80–90%), a large kosher supermarket, 40+ kosher restaurants, no local wine/food production (everything imported), and favorable tax policy drawing American and Canadian expats.Mexico: An estimated 50,000 Jews (mostly in Mexico City), with kosher demand also driven heavily by Pesach tourism in destinations like Cancún.Argentina: Roughly 250,000 Jews in Buenos Aires, with an estimated 40,000 keeping kosher; a well-developed communal infrastructure and, according to Matias, very low antisemitism.Brazil: A large but protectionist market — steep import taxes make imported products far more expensive at retail. Sao Paulo has the largest Jewish population, most of it Sephardic (Syrian origin).Venezuela: A community that has shrunk from roughly 20,000 to under 2,000 Jews, with most emigrating to Miami and Israel. Discussion of how the situation may shift following the fall of Maduro.Smaller markets: Costa Rica, Chile, Guatemala, Peru, and Colombia (Bogotá) — small Jewish populations but often near-universal kosher compliance during Pesach specifically.Retail strategy: How kosher products are merchandised in Latin American supermarkets — often placed in "specialty" or "international" sections rather than a dedicated kosher aisle, plus the importance of in-store demos and social media support.Pesach logistics: The high-pressure seasonal push (planning starts around October) to supply hotels, tourists, and once-a-year kosher buyers, including matzah distribution to isolated communities.Jewish demographic trends: Which communities are growing (Panama, Argentina, Brazil, Mexico) versus shrinking (Venezuela, Guatemala), and the role of Chabad throughout the region.Antisemitism: A comparative discussion of how Latin America compares favorably to Europe and, in the host's view, even parts of the U.S.Notable Quotes / MomentsOn Panama's unique kosher infrastructure: Matias describes it as feeling like "Miami or New York," with a kosher supermarket larger than most in North America and more kosher restaurants than many U.S. cities.On Venezuela's collapse: the community's drop from 20,000 to under 2,000 Jews is described as "a very sad story," with most departing for Miami and Israel.On merchandising strategy: kosher products are often shelved in "specialty" or "international" sections rather than kosher-labeled aisles, especially in smaller markets.Host's closing takeaways: lower antisemitism in Latin America relative to Europe/U.S.; strong crossover appeal of products like Bartenura and grape juice; near-total Pesach compliance in some communities despite low year-round observance.About the GuestMatias Averbuj leads Royal Wine/Kedem's sales operations across Latin America, based in Panama (previously Buenos Aires). Over ten years he has built a regional team spanning Argentina, Panama, and Mexico.About the HostFor Menachem Lubinsky and Lubicom Marketing and Business ConsultingCall 718.854.4450 or e-mail mlubinsky@lubicom.comThis show was Produced and edited by thepodwaves.com Kosher Today is available wherever you get your podcasts. Subscribe for more conversations on the people and trends shaping the kosher food and beverage world.

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