Kashrus certification has long since extended beyond the
realm of food products. Today every company seeking to
increase its share of the chareidi market knows that the more
problematic a product is and the more it is liable to contain
elements that are unfit from a religious standpoint, the
greater the need to win a seal of approval. The latest entry
into the telecom industry, where the need for
hechsherim is crucial, is Barak 013. The long-distance
calling company has long been working hard to make itself
worthy of a mehadrin seal of approval.
First it paved the way with philanthropic programs within the
chareidi community, such as setting up a nationwide
communications network for Yad Sarah and an inter-
organization communications network for ZAKA.
Then it set about sweeping aside hazards that could be bad
for chareidi business. The company made preparations to
provide suitable alternatives for existing customers and new
subscribers to ensure they would not be exposed to unseemly
materials, investing tens of thousands of dollars in a
special system that automatically identifies and blocks
problematic international calls. The company has even trained
special staff to monitor the calls.
The agreement, which was signed in the homes of HaRav Nissim
Karelitz and HaRav Yehuda Silman, earned the company
certification from Mishmeres Hakodesh Vehachinuch in Bnei
Brak. In exchange, 013 Barak pledged to block all
inappropriate content services and to show sensitivity by not
participating in events the chareidi and religious public
would find offensive.
CEO Natti Frei explained to Yated Ne'eman why 013
Barak is motivated to pursue this initiative. "In a Jewish
state obtaining a hechsher is a very natural move that
can benefit everyone. And if it allows us to do better
business with the chareidi public, that's great. As a
commercial enterprise we are constantly alert to our
customers' needs. And since we employ dozens of chareidi
women on our staff we insisted on meeting the unique and
important requirements and decided to accommodate ourselves
to them."
Frei considers the hechsher to be a significant
improvement for the company and the chareidi consumer, like
an additional standard the company meets that represents a
declaration of faith in its activity. "We made a point of
adopting the Standards Institute standard for data security -
- although it is not mandatory — to safeguard our
customers' data and improve service. By the same token it is
important to us to receive this hechsher and it
improves the level of religious service. Perhaps you could
call it our religious standard. A technical improvement
alongside a spiritual improvement. This kashrus makes us more
efficient in every sense and comprises a part of our strategy
of constantly improving ourselves and positioning ourselves
better."
The move is the first in a series of marketing plans that
Barak 013 for the chareidi sector, such as offering various
benefits and attractive rates. "I am confident that as a
result of these plans more chareidi customers looking into
Barak have now received an official answer and will join
us."
