The demographics of Arizona have evolved so much over the last few decades that Arizona can now boast a number of kosher restaurants. But perhaps more surprising is that the Valley also has two kosher dessert enterprises – both with long-standing ties to the community.
Fairytale Brownies is celebrating its 20th anniversary. The business has come a long way since David Kravetz and his business partner, Eileen Spitalny, first sold the brownies at street fairs. They now run a multi-million dollar business with the majority of sales done through catalogues. There are 12 types of brownies that are certified kosher, all natural and with no trans fats, hydrogenated oils, preservatives or artificial colors. The brownies come in a variety of sizes and include sugar-free, bitesize
“Magic Morsels.” They’ve expanded their line to include six flavors of cookies and their newest addition, four flavors of Fairytale bars, made with a dark brown sugar base for those times when you want a little break from chocolate. Fairytale Brownies has about 40 year-round employees, but adds seasonal employees in the summer to gear up for the December holidays, when, after mailing out 1.4 million brochures, the lion’s share of their business is done. Always looking out for their employees, their southeast Phoenix facility enjoys a “quiet room,” with low lighting, several massage chairs and quiet music, to give some relief from the hectic pace of the holiday rush.
Everything is done on site, from baking to packaging to preparing for mailing. One of their latest acquisitions is a machine that can personalize tins, boxes and cards to include even photos, making the gifts as personal as can be. David, his parents, Dr. Robert and Nancy Kravetz, and his two brothers came to Phoenix in 1962 and joined Beth El Congregation, located in central Phoenix where David grew up. In high school, he was very active in BBYO, serving as chapter godol (president) and attending an international convention. David and Eileen, both long-time Phoenix residents, are very involved in the Greater Phoenix community and believe in giving back. In 2011 all of their team members, i.e., employees, worked together with Kaboom!, a non-profit that builds playgrounds around the country. They helped construct a playground for homeless children in Phoenix and the company matches customers’ contributions toward future playgrounds.
Cookies from Home was founded 30 years ago by Susan and Barry Brooks and purchased in 2010 by Corey Meiteen, who moved to the Valley from Toronto about eight years ago. One of the first actions Corey took after buying the company was to make sure the cookies were supervised and designated kosher. Having been a part of the Conservative Jewish community in Toronto, he wanted to make sure that he could serve all residents of the Jewish and general communities.
In addition to a wide variety of cookies, Corey now has 13 types of brownies and an array of packaging. Corey has redesigned his offerings to make sure they are made of organic and healthy ingredients and has added both vegan and gluten-free cookies. He spends 10 to 12 hours a week on his bicycle and values a healthy lifestyle. Reformulating his products to be all natural is reflective of this value.
Cookies from Home’s business is split pretty evenly between local and catalogue sales. A new concept Corey has added is ready-to-bake, pre-formed cookie dough. Business customers can receive a free loan of a compact oven with the minimum purchase of four cases per month, shipped on a bi-weekly basis to bake fresh on site for customers and employees. “The aroma fills the air, and if you’re apprehensive about a medical procedure, or nervous about signing those new mortgage papers, nothing says ‘calm’ like fresh-baked cookies hot out of the oven. It makes for a very inviting atmosphere.”
Corey believes in being involved in the Jewish community. His children, Harry and Chelsea, attended Pardes Jewish Day School, and Chelsea became a bat mitzvah through Congregation Beth Israel. Cookies from Home participated in a spring fundraiser with the Phoenix Hebrew Academy.
