Every single Friday afternoon, on erev Shabbos, Yoichi Herzog, president of Royal Wine Corporation and Kedem Food Products, picks up the phone and begins calling his Jewish, non-observant clients, people he’s met over the years in business.
His message is simple and consistent: wishing them a warm “Good Shabbos” and connecting on a personal level. If they try to talk business, he gently redirects them: “Call me Monday. This is my erev Shabbos call.”
Over time, he plants seeds. He encourages them to try just a little bit of Shabbos:
"At least turn off your phone and devices Friday night. It will change your life and your relationships."
And if a full Shabbos feels like too much? “Keep half of Shabbos,” he tells them.
He sends them photos of his beautifully set Shabbos and Yom Tov table, surrounded by his children and grandchildren, letting them feel the elegance, peace, and warmth of Torah life. He tries to show them the beauty of Shabbos, and many respond.
Some start keeping half of Shabbos. Others begin attending shul more often. Some join him for Shabbos meals.
If, for some reason, they don’t receive his weekly call, they reach out themselves because the connection has become so meaningful.
Yoichi urges others to do the same. Imagine the impact if every Yid would call just three non-frum Yidden every erev Shabbos. We could change the face of Klal Yisrael. Share the beauty. Let them feel the gift.
His passion comes from his father, who used to say, “We are not in the kiddush hayayin business. We are in the kiddush Hashem business.”
In our scattered, fast-paced world, the gift of Shabbos has never been more needed. Let’s cherish it—and let’s not hesitate to share a taste of it.
