Mirit Shalvi

Q. Can you tell us a bit about your upbringing and how it has shaped you?

I grew up in Israel in a culture where food is deeply connected to family, tradition and community. Meals were never just about eating — they were moments where people gathered, shared stories and celebrated together.

That experience shaped how I see food brands today. For many people, food products represent memories, traditions and identity. That perspective has guided how I approach brand building throughout my career, especially when working with heritage brands that carry cultural meaning for generations of consumers.

That philosophy has been particularly meaningful in my current work with Manischewitz. For many families, the brand is woven into holiday traditions and everyday meals. Our role has been to honor that legacy, while finding ways to bring it forward for a new generation of consumers.

Q. What were some of the pivotal moments that led you to where you are today?

A major part of my professional development came from working with global consumer brands at Unilever. That experience provided valuable insight into how large international organizations build long-term brand equity, while adapting to changing consumer needs.

Earlier in life, serving as an officer in the Israeli Navy also had a lasting impact on my leadership style. It taught me discipline, teamwork, and the importance of strategic thinking under pressure.

All of these experiences came together in my current role at Kayco. I am proud of the transformation of iconic brands like Manischewitz, including its recent brand refresh and new product innovation — making this a defining chapter of my career.

Q. How has your career evolved over the years?

Over time, my career has evolved from focusing primarily on marketing execution to leading broader strategic initiatives involving brand growth, partnerships and innovation.

Today, my role combines marketing strategy, business development, and collaboration with international food companies. At Kayco, I have the opportunity to work with heritage brands that have deep cultural roots, while helping expand their reach.

We’ve also focused on experiential marketing initiatives, like the Manischewitz Deli on Wheels, which brings the spirit of the classic Jewish deli directly to communities and events. It’s a fun and engaging way to introduce the brand to younger audiences, while reconnecting longtime fans with the foods they grew up with.

We also launched an art exhibit called SOUP in the lower east side of Manhattan to launch the new ready-to-enjoy Manischewitz Soup line.

For me, it’s incredibly rewarding to help evolve a brand that holds such an important place in culinary and cultural history.

Q. What is the best advice you ever received and why?

One piece of advice that has stayed with me is: Respect the heritage of a brand, but never let it stand still.

Many food brands have decades — sometimes centuries — of history. That heritage creates strong emotional connections with consumers, but it also requires continuous evolution.

That mindset has guided much of our work with Manischewitz.

The goal is always the same: Preserve what people love, while making the brand relevant for the future.

Q. What deli retail trends have impacted the industry most over the last year?

One of the most significant trends in the deli and specialty food space is the growing interest in authentic, heritage-driven brands. Consumers increasingly want products with a story, cultural connection and real culinary roots.

At the same time, convenience and innovation are reshaping traditional categories. We’ve seen this firsthand with the strong response to Manischewitz’s new soup line and expanded prepared foods. Consumers appreciate the combination of nostalgic flavors and modern convenience.

Another important trend is the power of experiential marketing.

Together, these trends show that even the most traditional food categories can evolve in exciting ways when brands stay connected to both their heritage and their consumers.

Q. What hobbies do you enjoy outside of work?

Outside of work, I enjoy spending time with my family, traveling, and exploring different cuisines and food cultures. I’ve always been fascinated by how food connects people across cultures and traditions.

I also enjoy staying active through workouts and skiing, which has become a favorite activity for our family when we travel together.

These experiences constantly remind me how powerful food can be in bringing people together — something that continues to inspire both my personal life and my professional work.