prices and discounts in advance of Jewish holidays. For example, for one week in 2008, the chain sold milk for less than the price of water, and drove headline prices of chicken down to 0.79 shekels per kilo. For Rosh Hashanah 2010, it again grabbed headlines by offering chicken, apples and honey at 1 shekel per kilo (13 cents per pound). Similar promotions were carried out for Passover 2011. In 2009 the chain's discounting policy began to make a dent in the market share of Israel's leading supermarket chains, Shufersal Ltd. and Blue Square-Israel Ltd. Industry analysts attribute the chain's success to Levy's management strategy and marketing skills. Rami Levy Hashikma Marketing stock trades in the TA-75 and TA-100 indexes at a market cap of NIS 1.77 billion (US$474 million)(2011). Locations There are currently 44 Rami Levy supermarkets, located in several Jerusalem neighborhoods as well as in Afula, Akko, Ashdod, Ashkelon, Bat Yam, Beersheba, Beit Shemesh, Eilat, Hadera, Haifa, Holon, Kadima, Karmiel, Kastina, Kfar Saba, Kiryat Shmona, Lod, Mevasseret Zion, Modiin, Nesher, Netanya, Nahariya, Pardes Hanna, Petah Tikva, Ra'anana, Ramat Gan, Ramat Hahayal, Rehovot, Rishon LeZion, Rosh Haayin, Tiberias, Yavne, and Zichron Yaakov. There are also five locations in the West Bank: Beitar Illit, Gush Etzion, Sha'ar Binyamin, Ariel, and Mishor Adumim. Levy's stores in the West Bank are often cited as a model of Arab-Jewish coexistence, as Arabs and Jews shop and work there side-by-side. In 2010, the locations in West Bank, which attract thousands of Palestinian shoppers and top Palestinian Authority officials, and which are staffed by both Arabs and Jews, were targeted by the PA's anti-Israeli goods campaign. For several months the PA attempted to discourage Arabs from shopping at Rami Levy supermarkets, culminating in an official boycott of the chain in September 2010. At the same time, there were concerns among some Orthodox Jews in the area regarding security and especially the issue of intermixing between the male Arab shelving staff and the female Jewish cashiers. All these issues have been largely put aside by the local populations, as witnessed by the multi-ethnic crowds that fill the stores on any given afternoon. Diversification In-house brand and outlet stores Rami Levy Hashikma Marketing markets a house brand called Hamutag (, lit. "the brand"), which includes food, detergents, and toiletries. Some stores have "Pizza Hashikma" and "Burger Hashikma" outlets which sell fast food at a discount. The chain