The Catch: By Diran Avagyan

Erewhon recently opened its new location in the heart of Glendale, at the epicenter of the Armenian community, drawing significant attention and traffic to the area.

Founded in Boston, Massachusetts, by a Japanese couple in the 1960s, this certified organic retailer is a Benefit Corporation (B Corp) that meets the highest standards of verified social and environmental performance, accountability, and transparency. As stated on its website, “Erewhon supports 5 pillars: Our People, Our Partners, Our Planet, Our Community, and Education.”

I do not know who conducted their market research, but opening an Erewhon in Glendale seems like a brilliant idea to me.

First, the name itself resonates with many Armenians, as some people associate it with Yerevan, the capital of Armenia.

The second catch was the integration of cultural elements, such as creating the $18 “bird's milk” smoothie.

Lastly, the marketers probably recognized the affinity within parts of the Armenian community for a posh and exclusive lifestyle.

Kudos to the marketers and business strategists at Erewhon for their ingenuity in making the brand so attractive.

Drawing a parallel, I wonder what kind of marketing Jesus used to recruit His disciples.

In Matthew 4:19, Jesus told His disciples, “Follow me, and I will make you fishers of men,” and they followed Him.

Why did these fishermen trust Him? What was the “catch,” one may ask from today's perspective?

The Church Fathers explain this through the paradox of abundance that preceded the call (Luke 5:1–11). After an exhausting night of unsuccessful fishing, Jesus worked a miracle, and their nets were filled with such an enormous catch that the nets began to tear and the two boats nearly sank.

These simple fishermen understood that true abundance is found only in God, and that without Him all human efforts are ultimately futile.

The question for us today is this: What kind of abundance are we attracted to? Do we take the bait of material wealth, prestige, and status, or do we seek the spiritual abundance that never diminishes?

As we consume the products and messages of modern society, including marketing ads and clever tactics, let us remain mindful of life's deeper values and remember that true abundance is found not in what we possess, but in our relationship with God.