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Iranian Jewish Life in Los Angeles: Past and Present

Saba Soomekh, Author

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Elat Market: Behind the Scenes

Many people do not realize how much time and work is put into the market business. Every morning, at 2 a.m., a worker goes to downtown to purchase fresh produce and comes back to Elat Market at around 7 a.m. Employees stack and order all the foods, and soon after, at 8 a.m., the store opens. The store closes at 8 p.m., yet the workers stay for about another hour to clean the store and prepare for the following day.

Elat Market is not the only Jewish Iranian market in the area, so another factor they must consider is dealing with their competition. As Novinbakht said, “Fighting does not help any of us.” Elat Market makes sure to be friendly with its competitors.

Unlike most markets, Elat Market did not implement any specific advertisement strategies. From the opening of the market, Elat Market was an instant success. There was no need to advertise because word of mouth in the Iranian-Jewish community provided them with great promotion for the business. Customers would tell their friends and family, which became a great source of marketing for Elat Market.
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