Sauces, Understanding Promoted

In an effort to beat traditional swords into new plowshares, New York businessman Daniel Lubetzky has teamed Arabs with Jews to market a line of multipurpose condiments.

The theory behind PeaceWorks Inc. is that economic interdependence can shatter animosities and cultural stereotypes, and that economic stakes will be too high to return to the battlefield, says Lubetzky, president of the company that has an Arab/Jewish integrated staff and management.

Raw materials are grown, processed and bottled in the Mideast, and 5 percent of the profit is used for workshops on developing tolerance among the personnel involved in the joint venture.

The company labels its products Moshe Pupik & Ali Mishmunken’s World Famous Sauces.

To market them, it has created a cartoon fable of those two characters, who manage to be friends despite their differences.

All the products are certified kosher and are dairy-free.

Included in the line are sun-dried tomato “sprate” (a sauce/spread/ pate), $5.95; green olive sprate, $5.95; basil pesto sauce, $5.95; and sun-dried tomatoes, $7.95. (all are 7.4 ounces); filled olives, $4.95 for 4.4 ounces; extra-virgin olive oil, $14.95 for 14 ounces; and olive seasoning, $6.95 for 3.5 ounces.

Order by calling (800) 732-2321.