Menachem Toker is the voice of chareidi radio, the man who picks the next big star and keeps his audience chuckling, but don’t be fooled. There’s a mandate behind the moves
(Photos: Lior Mizrachi)
Cofix CEO Avi Katz picks up his cell phone.
“Avi how are you?”
“Good thanks who’s this?”
“It’s Menachem Toker from the radio. We’re live. We love your products great stuff. Didn’t you promise that you’ll always sell coffee for five shekel a cup? Why did you go up to six shekels?” The CEO of the popular coffee chain hesitates and in his silence you can almost hear him weighing his options. He can hang up and reject the ambush or play the good sport. But Menachem Toker with his lightning-quick banter and easy affability has already made Katz a friend part of the joke.
Katz takes a deep breath. “I see you like to surprise people” he says then launches into an explanation about the price hike.
A few days later in the heat of a public debate about featuring a Sephardic personality on some denomination of the shekel Shas leader Aryeh Deri telephones Bank of Israel governor Karnit Flug and challenges her. Ms. Flug answers the minister with respect explaining that it isn’t simple to add new denominations — large amounts make money-laundering simple she says. Deri debates her and eventually the call ends.
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