Community Magazine March 2014

36 COMMUNITY MAGAZINE KELLY JEMAL MASSRY A nd so it was with Moisha Binik’s first supermarket, which he opened over 25 years ago in Boro Park, in memory of his father, Mordcha Binik zt”l . The enterprise, which might as well have been called a “hesedmarket,” was begun as a kollel grocery co-op, meant especially for rabbis and yeshiva students. He charged the customers exactly what he paid for the products, and paid out of pocket for his utilities, rent and employee salaries. Moisha lived frugally and thus decided to launch this not-for-profit venture for the sake of families who were already overburdened with expenses. Not surprisingly, the rest of the Boro Park community was clamoring to shop at the Kollel Grocery. In response to the demand, Moisha’s moved to its present location on 39 th street between 13 th and 14 th Avenues, and welcomed all large families, not just families of kollel students. Moisha changed the supermarket’s name to KRM – Kollel Rabbeyim Mishpacha – to reflect the new client base, and purchased more square footage, as well. As the supermarket’s popularity continued to grow, Moisha took over the adjacent building and opened KRM to the community at large. Everyone wanted in on the unprecedented low prices. Word soon spread to Flatbush, and 15 years ago, Moisha’s opened in its current Ave. M and East 4 th Street location. The store’s growing popularity did not go unnoticed by competing groceries, which had no choice but to lower their prices to retain their customers. The Charity Store Besides lowering grocery expenses for untold numbers of Brooklynites, Moisha’s charitable enterprise has also found innovative ways to help the underprivileged. The store issues special “shop cards” to needy families – such as people who lost jobs, lost spouses or are temporarily impoverished – so they can continue shopping, for free. These cards look like ordinary credit cards, but bear Moisha’s logo on the front. At checkout, the beneficiary swipes the card like all other shoppers, so it does not appear as though the groceries are received free of charge. The shop cards are automatically replenished at the beginning of each month through an internal system, without anyone noticing. Hundreds of thousands of dollars’ worth of products have been purchased through the shop card system, enabling struggling families to receive the goods they need without Moisha’s longstanding tradition of generosity to the Sephardic community reaches new heights with its newly expanded Mega Market in the heart of Flatbush. When a business does not bring in any profits, it is considered a failure. Unless the business is not supposed to make any profits... “It’s so convenient,” says one mom. “You pull up to the ramp, they hand you a ticket, you walk into the store and eventually you come out with your wagon. Of course they help you to your car as you unload packages.”