Sunday, April 18, 2010

Ultra High Madreiga

With a massive "sanctification of the name" and a stunning display of achdus and chesed, Machmirim Milk has joined forces with New Square Milk in the creation of a new line of Ultra High Temperature milk and juice products. Ultra High Temperature (UHT) milk, made famous by Italian corporation Parmalat, is milk that is flash-heated at a temperature of 275 degrees for 1-2 seconds, allowing the milk to become sterile, then placed in a sealed container where, unopened, has a shelf life of up to nine months without requiring refrigeration.

UHT milk is popular in Europe, in countries like France and, of course, Italy, where the high cost of refrigeration compromises the ability to produce and distribute milk and juices at reasonable prices. Milk produced this way is especially important to developing countries where many of the population is without access to refrigeration. But despite the relative safety and convenience of the product, many countries, particularly in Africa, Southeast Asia and parts of the Carribean, are still without adequate milk because of general costs. Many cannot even afford the very basic kitchen staples.

That is where Machmirim-Square steps in. According to a source close to the co-presidents of Machmirim, Menachem and Schneur Bistritzky, whose corporate motto is “Anachnu Machmirim Bnei Machmirim,” the company felt "pained by the plight of the Haitian people" and felt a moral obligation to help them in their recovery, with a new line of UHT milk, made exclusively for charitable distribution.

"Business is not important when it comes to saving lives and the fact that Machmirim is our competitino does not matter one bit" says a New Square Milk company source who preffered to be unnamed. "Who knows? maybe the cholov Yisroel will be a sgeelo for parnossa for the "Haitians" says Schneur. Machmirim-Square palns to have 100,000 liters of milk in Port Au Prince by next Purim.