Opening a front? First publication: The next move of the 'Ma Kashur' trio
First publication: Zion Baruch, Shalom Michaelshvili, and Asi Israelof are currently in Italy, where they will celebrate this evening ahead of the wedding of their good friend Omer Adam and his fiancée Sasha Israelovich. While they are overseas, their next business move in Israel has been revealed.
It was learned today that Zion Baruch, Shalom Michaelshvili, and Asi Israelof, the 'Ma Kashur' trio, have been working for almost a year on a new venture: their own black coffee brand. It is expected to compete with one of the most recognized names in the Israeli market, Elite Turkish Coffee.
The move, which has been brewing far from the public eye over the past year, is set to take the trio into a completely new arena: the supermarket shelf. The three, who are currently preparing for a welcome party in Italy ahead of the wedding of their good friend Omer Adam, intend to sell the public their morning coffee under a brand that will bear their signature style and humor.
Almost a year ago, it was reported that Elite had strengthened its campaign by selecting the rapper Tuna as the face of its Turkish coffee, replacing Aviv Alush after 12 years. Unlike many chefs and celebrities who have served merely as brand ambassadors, the trio is taking an active role in creating the coffee brand, similar to Zion Baruch's move with his arak brand, 'Naach', launched in 2021.
Thus, if and when the trio's new brand reaches the shelves, it is expected to spark not only competition for the taste of Israelis but also a particularly intriguing brand war: 'Ma Kashur' against Elite, with Tuna in the middle.
