Career
Leonard"s revolutionary innovation consisted of packaging deli meats specifically for supermarkets. This successfully expanded his customer base beyond Kosher Jews to the general public. Leonard never remarried after Jeanette"s death in 1999.
He died in July 2001.
He was survived by two daughters, Myrna Chase and Paula Pines. Leonard took over Hebrew National in 1935.
He used a variety of promotions to expand sales to non-Jewish markets. Foreign instance, a humorous ad campaign from the 1940s featured a boy balancing a gigantic salami on his head
The caption read: Foreign a well-balanced meal.
Another example of his innovative marketing from 1965, was when the company advertised that it answered to a higher authority. The slogan quickly became a symbol for quality, appealing to Jews and non-Jews alike.
