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# Posted 10:06 AM by Patrick Belton

MANISCHEWITZ WATCH: On the seventh day of Pesach, my true love gave to me....dry, stale, stinking unleavened bread. Mmmm...let's try that again.

So at breakfast this morning, I noticed an extraordinarily skillful bit of marketing by Mr. Manischewitz. I admit - I was in desperate search of reading material, since Berkowitz's virtue book was in hiding somewhere underneath my bed with volume two of We the People - it's a really broad church down there. So I was reduced to reading a cardboard box. Anyway, I'm now the proud owner of a 50 cent coupon for any "Guiltless Gourmet" product. Splendid marketing - by labelling their chicken soup as blissfully guiltless, you're automatically made to feel vaguely guilty about eating all other brands. For instance, at the moment I'm sipping vaguely-guilty coffee and contemplating a moderately-guilty protein shake in an hour or so. That's remarkably skillfully done.

(Okay, I know, it's actually Rabbi Manischewitz - as I read on their history page. But I felt better dissing on a faceless, abstract, corporate "Mr." Manischewitz than a real-life Cincinnatian peddler and shochet from the nineteenth century. And yes, by now you've probably figured out that it was my intention through panning Manischewitz to write them a paean. So there.)

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