Holy Butter
Holy Butter
In the year of 2020, life took an unexpected turn for Dr. Jason Cohen, an anesthesiologist and pain-management specialist from the US. He found his flourishing transatlantic medical consultancy impacted severely by the coronavirus pandemic. Based in Modi’in, Israel, with offices in New York and New Jersey, Cohen faced a sudden drop in business, leaving him with time to ponder his next moves.
During the early days of lockdown, Cohen recognized a gap in the Israeli market for high-quality, healthy peanut butter. Researching further, he was dismayed to learn that 99% of the peanuts in Israel were imported from China, often laden with toxins like nicotine, and that local peanut butters were made from imported peanut powder rather than real peanuts. This revelation sparked his entrepreneurial spirit.
Determined to create a healthy and delicious product, Cohen tapped into the local agricultural resources. He learned from the Israel Groundnuts Board that over 70% of high-quality Israeli peanuts were exported, primarily to Europe. Seeing the potential in these locally-grown peanuts, Cohen purchased a significant quantity and began experimenting with roasting and grinding processes in his home, eventually developing what he believed to be a winning recipe. His final product, dubbed "Holy Butter," contains only peanuts—no added sugars, salts, or oils.
The peanuts are grown in the Negev, and Cohen has become close with a lot of the farmers who live in the south. He explains that because of crop rotations, the peanuts are grown on several different farms that have a three year rotation. The reason why crop rotation is important is that it reduces erosion, improves the soil and increases the nutrients available.
The launch of Holy Butter was met with enthusiasm. Cohen quickly sold through his initial batches, supported by his wife, Donna, a social worker, and their children. The product, although more expensive than commercial brands, boasts superior quality and health benefits, including unsaturated fats which are beneficial for heart health and cholesterol levels.
The transition from medicine to peanut butter production has been a fulfilling journey for Cohen. The venture not only taps into his love for wholesome, nutritious food but also connects him more deeply with Israeli agriculture and local production. He compares his new venture to a medical residency, learning every aspect of peanut cultivation and production. His deep dive into the agricultural sector has even led him to explore other products, such as 100% Israeli almond butter, from almonds grown in the Galilee, expanding his brand's reach.
Dr. Cohen's pivot from healthcare to gourmet peanut butter is not just a business move; it's a personal passion for creating a product "born and bred" in Israel, celebrating local produce and contributing to the local economy. With plans to expand distribution to American markets, Cohen's Holy Butter is set to spread its roots even further, providing a healthy, delicious alternative for those who crave some good- old peanut butter.