The Rebbe's Choice

The Rebbe's Choice is a specialty kosher food brand founded in 2014 by Naftali Engel, inspired by Chassidic teachings and a passion for authentic, high-quality Jewish cuisine. The company was born from a transformative experience in the mystical city of Safed, Israel, where the founder discovered a deeply flavorful homemade herring that sparked a vision: food as both a physical and spiritual experience rooted in Hasidic tradition. What began as a single herring recipe developed in a Yeshiva kitchen has grown into a full product line sold under The Rebbe's Choice and its associated brand Litfish. The company specializes in traditionally inspired kosher foods crafted with fresh, high-quality ingredients and proprietary manufacturing processes. Its core product category is herring, offered in a variety of unique, small-batch flavors developed through a creative process deeply influenced by Hasidic stories, personalities, and teachings. Beyond herring, the brand has expanded its portfolio to include smoked salmon, flatbread kichel, pickles, spices, and additional specialty items. All products are positioned at the intersection of traditional Heimish cuisine and a premium, modern sensibility — described by the brand as 'where Heimish meets high end.' The Rebbe's Choice targets the kosher consumer market, particularly those with an affinity for Ashkenazi and Eastern European Jewish food traditions, as well as those observing Shabbos and Jewish holidays. Products are available through local kosher grocery retailers as well as direct-to-consumer shipping nationwide, with a wholesale program for retailers. Specific product attributes highlighted include wholesome ingredients, small-batch production, and allergen-conscious formulations such as egg-free and nut-free options on certain items. The brand appeals to a community-oriented customer base and incorporates Jewish storytelling and Torah content — Divrei Torah and Chassidic stories — as part of its brand identity and customer engagement strategy. The company operates with a direct and approachable voice, building loyalty through a strong cultural connection to its audience. With a growing product assortment and both retail and e-commerce distribution channels, The Rebbe's Choice has established itself as a distinctive player in the specialty kosher food segment.