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Can Manischewitz make matzo ball soup hot again?
Last weekend, I was walking through Lower Manhattan, when I strolled past something confusing. Several women in matching baby blue leggings and puffer coats were dancing to pop music in a small park outside the Soho Apple store, surrounded by ice blocks with something — it was hard to tell what — frozen inside them. As I got closer, I realized that they were handing out some kind of greens-boosted energy drink. The set-up was a made-for-Instagram PR stunt.
The whole point of the event seemed to be to cultivate a cool Manhattanite sheen for the brand. People were taking cans of the beverage, because why not — it was free! No one, however, was hanging out and dancing with the paid promoters, who were dancing conspicuously alone. The drink, which was gross, piled up in nearby municipal trashcans. The whole thing left a sour taste in my mouth, and not just from the fake sweetener in the beverage. Do these stunts sell energy drinks? Do they sell anything at all?
These questions were front of mind when I showed up at an art exhibit at a gallery on the Lower East Side. The art show was called SOUP, and it was hosted by Manischewitz to mark the launch of, yes, a line of jarred soups.
When I walked in, there was a solid crowd mingling in the gallery. Photos from Manischewitz’s newest ad campaign from Ohad Romano — a delightfully campy set of family photos featuring, of course, jars of soup — hung on one wall, opposite the soup-free work of two other Jewish artists, psychedelic scenes by Dan Weinstein and colorful objects from Rosemarie Gleiser.
Orange-aproned waiters passed around teacups full of soup and a bartender made gin and tonics featuring Cel-Ray and spritzes with Manischewitz wine. (The wine is owned by a different company than the food products, so was unrelated to the event.) There was a line in the back room to get Manischewitz-themed patches sewn onto Manischewitz-branded hats. A baby on a woman’s hip giggled. A man in a sharp suit, cravat and kippah laughed with a group of friends as they all sipped chicken soup with matzo ball floaters.
But what did any of it have to do with actually selling soup?
Talia Sabag, a marketing manager at Manischewitz, told me that the art show was part of the rebrand that the company has been rolling out over the past few years. Their boxes of matzo went from a bookish off-white to a bright orange, with scribbled illustrations of little figures carrying bowls of soup across the box that look like they should have walked out of the Jewish Almanac. The company told The New York Times, in 2024, that the rebranding effort was to refresh the brand, but also to target a new base of “culturally curious” consumers. In short, they wanted to sell kosher products to everyone, not just Jews.
Nearly everyone at the art show’s opening, however, seemed to be Jewish. More relevantly, the show was only planned to be up for six days.
While I sipped my teacup of soup, I asked Sabag what the show was meant to achieve for the brand. At first, she stuck to the message, arguing that the show was exactly what it said it was: an art show about soup.
“We want to celebrate the interwoven ways cuisine plays a role in communicating Jewish culture to ourselves and to the world,” she said with a bright smile, all symbolized by “the warmth of soup!”
Eventually, though, we got down to it: “A lot of studies do show that Gen Z does buy products based on that coolness factor,” Sabag told me. (She mentioned Nutter Butter as an example; the cookie started posting surreal, apocalyptic memes and saw their sales spike as a result.) In the words of the Gen Z buyers the brand is trying to attract, the art show is aura farming.
But is it possible to make Manischewitz cool? The brand is so iconic, so central to American Judaism, that it almost feels like asking whether it’s possible to make Judaism itself cool. Whether or not Judaism needs help in that arena is an open question, but plenty of people and brands have been trying to boost its coolness factor, whether it’s handbag designer Susan Alexandra’s glitzy launch party for her line of Judaica or the transgressive Bushwick burlesque show, Sinner’s Shabbat.
“We want to open up the conversation to the younger generations of course,” Sabag said. “But we’re not neglecting our core audience: our bubbes.” That means balancing nostalgia and hipness.
It’s almost impossible to purposefully construct coolness; by its nature, it resists trying. Usually, trying to be cool can only backfire, like the event with the energy drink dancers.
But I have to admit: The art show was kind of cool. It nailed its aesthetic, embracing the absurdity and surrealism of a moment in which a historic, grandmotherly brand like Manischewitz would be running an aura farming event, tonally a perfect fit for an irony-pilled era. Yet it also took itself seriously in the right ways; it was, ultimately, an actual art show with Jewish artists’ work in a neighborhood with deep Jewish roots, serving historic Jewish food. It felt genuine and rooted even as it was irreverent. Every detail was thoughtful. The drinks were actually good. The soup was exactly the same as ever.
The truth is, Manischewitz’s rebrand is cool because Manischewitz has always been cool. So has Judaism.
The post Can Manischewitz make matzo ball soup hot again? appeared first on The Forward.
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New York City Officials Condemn Formation of Anti-Israel ‘Global Oppression’ Group in Mamdani Admin
Candidate Zohran Mamdani speaks during a Democratic New York City mayoral primary debate, June 4, 2025, in New York, US. Photo: Yuki Iwamura/Pool via REUTERS
A growing number of New York City officials are speaking out against the new “Global Oppression and Public Health Working Group” formed in Mayor Zohran Mamdani’s administration, arguing that the coterie foments antisemitism and increases hatred against the city’s Jewish community.
A cohort of staffers within the New York City Department of Health and Mental Hygiene reportedly formed the group and declared its purpose is to explore how supposed “global oppression” operates and affects health equity and the wellbeing of certain communities in the city. In its initial meeting, which lasted one hour, a presenter explicitly cited the conflict in Gaza as “ongoing genocide” and framed it along with other forms of alleged oppression as relevant to health outcomes, the New York Post reported.
“We really developed in response to the ongoing genocide in Palestine,” one presented said, according to video acquired by the Post. “And the working group aims to address the growing interests among the health department staff to learn about current and ongoing global oppression in its many forms and how it influences the advancement of health equity.”
Critics, including City Council leaders, say the working group crossed a line by focusing on international politics and critiques of a foreign government instead of core public health responsibilities like managing diseases. They argue this represents a misuse of taxpayer-funded time and resources.
Joann Ariola, a member of City Council, lambasted the group’s presentation as a distraction from the city’s actual health issues. She also accused the staffers of injecting “antisemitic activism” into city agencies.
“New York City already has an overwhelming plethora of health-care issues on its own. There is no need to begin a discussion on the problems facing other countries when there are so many issues to be tackled here at home,” she said in a statement.
“What this is, to be clear, is thinly veiled antisemitic activism that is attempting to normalize itself within a city agency,” she continued. “If Mayor Mamdani truly wants to create a New York for all New Yorkers, then he will join the growing chorus of lawmakers in condemning this group, because health care is not the arena for cultural or political bias to be tolerated.”
Lynn Schulman, a council member representing Queens, said she was “deeply troubled” by the group and urged the staffers to refocus their efforts on the critical health issues impacting the city’s residents rather than foreign affairs.
“I’m deeply troubled that New York City Department of Health and Mental Hygiene (DOHMH) employees launched a so-called ‘working group’ focused on foreign political issues — during work hours and using city resources — while New Yorkers face serious and urgent public health challenges at home,” she said in a statement.
“This incident is especially troubling given the alarming rise in antisemitism we are seeing in New York City, including multiple antisemitic incidents reported in recent weeks,” she continued. “Hosting a meeting that promotes inflammatory accusations while ignoring antisemitism entirely only deepens division and alienates Jewish employees and residents.”
Figures from the New York City Police Department (NYPD) released last week showed anti-Jewish hate crimes in the city skyrocketed by 182 percent in January during Mamdani’s first month in office compared to the same period last year.
Mamdani assumed office amid an alarming surge in antisemitic hate crimes across New York City over the last two years, following the Palestinian terrorist group Hamas’s Oct. 7, 2023, massacre across southern Israel.
Jews were targeted in the majority (54 percent) of all hate crimes perpetrated in New York City in 2024, according to data issued by the NYPD. A recent report released in December by the Mayor’s Office to Combat Antisemitism noted that figure rose to a staggering 62 percent in the first quarter of 2025, despite Jewish New Yorkers comprising a small minority of the city’s population.
City Council Speaker Julie Menin called for an investigation into the health workers’ group.
“Our health-care officials should be fighting infectious diseases and addressing skyrocketing health-care costs instead of spending public time debating geopolitics on city time,” said Menin, who represents Manhattan.
“A thorough investigation into the use of taxpayer resources is necessary to protect the public trust and address the unacceptable rise in antisemitism across New York City,” she added. “Hosting a meeting that promotes inflammatory accusations while ignoring antisemitism entirely only deepens and alienates Jewish employees and residents.”
The outrage over the group has gone beyond city council to former officials and prominent associations.
Mark Botnick, an aide for former Mayor Mike Bloomberg, suggested that the group’s political bias could endanger the city’s residents.
“This is shocking. If these NYC Health Department staffers truly believe Israel is committing genocide, will they now boycott the Israeli pharmaceutical companies that make lifesaving drugs New Yorkers depend on?” he said. “Or is this just performative politics that has no place in a taxpayer-funded public health agency?”
Yael Halaas, president of the American Jewish Medical Association, also condemned the group’s presentation.
“This is a meeting using New York City Department of Health resources that promote libel against the Jewish people,” she said.
Moshe Spern, president of United Jewish Teachers, claimed that the presentation is part of a broader pattern of city officials abusing their powers to spread anti-Israel propaganda throughout critical agencies.
“Jewish city workers are struggling and honestly all agencies are turning a blind eye,” he said. “That is why we are all collaborating together. They cannot and will not divide the Jewish community anymore. We cannot allow this bias in NYC to continue.”
Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.
Leading members of the Jewish community in New York have expressed alarm about Mamdani’s election, fearing what may come in a city already experiencing a surge in antisemitic hate crimes.
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University of Nebraska Says BDS Measure Passed by Student Government Isn’t School Policy
Students for Justice in Palestine (SJP) participating in a “Liberated Zone” encampment at University of Nebraska, Lincoln in November 2025. Photo: Screenshot
The University of Nebraska-Lincoln (UNL) has implored the public not to regard a student government resolution endorsing the boycott, divestment, and sanctions (BDS) movement against Israel as an official statement of policy, citing its irrelevance to the institution’s decision-making process.
“While the University of Nebraska respects student governance and our students’ right to voice their perspectives, the members of the NU Board of Regents do not have plans to act on the divestiture resolution passed during Wednesday’s [Associated Students of the University of Nebraska, Lincoln] meeting,” board chairman Paul Kenney said in a statement. “Our Board of Regents retains final authority of university policy … UNL remains committed to fostering a safe and respectful environment for students, faculty, staff, and community members.”
As reported by The Algemeiner last week, UNL’s student government agreed to a vote on the measure, an initiative pushed by the Students for Justice in Palestine (SJP) organization. The resolution passed on Wednesday by a wide margin after being doggedly argued against by Jewish students who were subjected to unfounded allegations about links to Israel.
Launched in 2005, the BDS campaign opposes Zionism — a movement supporting the Jewish people’s right to self-determination — and rejects Israel’s right to exist as a Jewish nation-state. It seeks to isolate the country with economic, political, and cultural boycotts. Official guidelines issued for the campaign’s academic boycott state that “projects with all Israeli academic institutions should come to an end,” and delineate specific restrictions that its adherents should abide by — for instance, denying letters of recommendation to students applying to study abroad in Israel.
The student government, facing public scrutiny, ultimately amended the resolution to remove any mention of Israel and rename it the “Divest for Humanity Act.” The measure demanded divestment from armaments manufacturers to block “weapons complicit in the genocide and atrocities worldwide.”
SJP exalted its passing as a victory for its mission to foster a climate in which pro-Israel support in the US is untenable.
UNL’s SJP chapter has praised Hamas terrorists as “our martyrs,” promoted atrocity propaganda which misrepresented Israel’s conduct in the war against Hamas, accused Israel of targeting “Palestinian Christians,” and distributed falsehoods denying Jewish indigeneity to the land of Israel. Since Hamas’s Oct. 7, 2023, massacre across southern Israel, the group has denounced UNL’s alleged ties to Israel, which includes a partnership in agricultural research, as investments in “death” even as it accuses the institution of Islamophobia.
The national SJP group, which has been linked to Islamist terrorist organizations, has publicly discussed its strategy of using the anti-Zionist student movement as a weapon for destroying the US.
“Divestment [from Israel] is not an incrementalist goal. True divestment necessitates nothing short of the total collapse of the university structure and American empire itself,” the organization said in September 2024. “It is not possible for imperial spoils to remain so heavily concentrated in the metropole and its high-cultural repositories without the continuous suppression of populations that resist the empire’s expansion; to divest from this is to undermine and eradicate America as we know it.”
At the time, the tweet was the latest in a series of revelations of SJP’s revolutionary goals and its apparent plans to amass armies of students and young people for a long campaign of subversion against US institutions, including the economy, military, and higher education. Like past anti-American movements, SJP has also been fixated on the presence and prominence of Jews in American life and the US’s alliance with Israel, the world’s only Jewish state.
Antisemitism on college campuses is pervasive, Jewish students reported in a recent survey conducted by the StopAntisemitism advocacy group.
Fifty-eight percent of respondents reported having “been a victim of antisemitism on campus” while 88 percent who brought the matter to campus officials said they were dissatisfied with the handling of the investigation. Sixty-five percent said they felt “unwelcome as a Jew in certain spaces” at some point and 61 percent said diversity, equity, and inclusion (DEI) initiatives do little in the way of reducing hatred.
“The 2025 findings prove that antisemitism on campus is systemic, not episodic. It is embedded in the culture, policies, and power structures of higher education,” the group said. “Jewish students who report harassment are routinely dismissed, ignored, or retraumatized. Administrators hide behind ‘process,’ either because they too are afraid or, worse, because they are complicit. Faculty validate and amplify extremist rhetoric, some even teaching it in class. And DEI offices, the very departments tasked with protecting minority students, often serve as engines of anti-Jewish hostility.”
Elite colleges are often the most hostile environments, the group said in a report which assigned mediocre and failing grades to over a dozen elite American colleges, citing the institutions’ failing to mount a meaningful response to the campus antisemitism crisis.
Of all the Ivy League universities assessed by StopAntisemitism, only three — Cornell University (C), Dartmouth College (B), and Princeton University (D) — merited higher than an “F.” StopAntisemitism, which is led by executive director Liora Rez, said other schools in the conference, such as Harvard University and Yale University, continue to offer Jewish students a hostile environment, citing as evidence feedback it has received from Jewish students who attend them.
“At Harvard, Jewish students report high levels of self-censorship and antisemitism, with federal authorities finding the university showed ‘deliberate indifference.’ Despite new initiatives, the campus climate remains tense and accountability uncertain,” the report said. “At Yale, Jewish students faced harassment, exclusion, and blocked access, prompting a federal investigation. Despite policy changes, the campus remains hostile and unsafe for Jewish students.”
Other elite schools such as the University of Chicago, Northwestern University, the Massachusetts Institute of Technology, and Wesleyan University didn’t perform well either. Ds and Fs were given to the lot. Meanwhile, in the Washington, DC metropolitan region, a destination for students aspiring to future roles in government, American University and Georgetown University earned Ds.
“Even since the recent Gaza ceasefire agreement, antisemitism remains loud, bold, and unchecked, revealing that none of this is about Israel but instead is about Jew-hared, plain and simple,” the report said. “Coordinated protests, ideological harassment, and institutional apathy continue to endanger Jewish students. Families must confront the facts: Are you prepared to send tuition dollars to a school that allows your children to be threatened, targeted, and blamed simply for being Jewish?”
Follow Dion J. Pierre @DionJPierre.
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NCJW names new leader as group steps up work on Israel, antisemitism
The National Council of Jewish Women has named Jody Rabhan, its longtime policy director, to lead the organization as it grapples with how to balance progressive advocacy with support for Israel.
The 133-year-old group has helped rally Jews in favor of reproductive rights, especially after the Supreme Court overturned Roe v. Wade four years ago, but drifted closer to more conservative Jewish establishment organizations amid the Israel-Hamas war.
Some of the drive behind that shift appeared to come from Sheila Katz, before she announced she was stepping down as CEO in the fall. “We need those who claim to be our friends to passionately and unequivocally condemn antisemitism,” Katz posted shortly after the Oct. 7 Hamas terrorist attack. “Silence is not neutrality; it’s complicity.”
The organization joined with a coalition of Jewish groups that took an especially hard line on criticism of Israel, including the Conference of Presidents and the Brandeis Center, during a spat with former President Joe Biden’s Education Department.
“Oct. 7 really changed everything, and that trajectory for NCJW was very real,” Rabhan said in an interview with the Forward. “And in some ways that made a lot of sense for us.”
Rabhan referenced instances of sexual assault against women on Oct. 7, and against Israeli hostages in Gaza, and said that NCJW was well-positioned to address antisemitism on the left because it participated in many progressive coalitions. “It’s work that we are committed to continuing,” she added, noting that countering antisemitism and hate was a new addition to its current strategic plan.
Israel has “certainly always been part of our portfolio and that’s only going to grow,” said Laura Monn Ginsburg, the president of NCJW’s board of directors.
But Rabhan, who first joined NCJW over 25 years ago, also emphasized the importance of staying “in community” with non-Jewish organizations on the left. “Particularly in this moment, where we’re in an administration that is really testing the levers of our democracy, we need one another more than ever,” she said, referencing President Donald Trump.
Katz, who now works for the Jewish Federations of North America, praised Rabhan in a text message as a “powerful and deeply trusted choice” to lead the organization, and said she would continue “strengthening both our communal voice and our broader civil rights impact.”
NCJW has undergone several significant changes in recent years. Nancy Kaufman helped shift its focus from community service to advocacy during her time as CEO in the 2010s, including relocating its headquarters from New York to Washington, D.C.
Katz was hired shortly thereafter as a rising star in the Jewish world. She came from Hillel International, where she served as vice president for student engagement and participated in a New York Times investigation into sexual harassment allegations against financier and philanthropist Michael Steinhardt.
During her tenure, Katz helped mobilize Jews following the Supreme Court’s Dobbs decision, including raising hundreds of thousands of dollars to help fund abortions and providing educational materials and other resources for synagogues and Jewish organizations that wanted to get involved in promoting reproductive rights.
More than 2,000 clergy signed onto its “Rabbis for Repro” campaign, while synagogues across the country hosted their own “Repro Shabbat.” Yet NCJW has since had to navigate deep divisions in the reproductive rights world over Israel following Oct. 7 that have included allegations of antisemitism at major abortion advocacy nonprofits.
NCJW has not historically lobbied on behalf of Israel, even as it has long worked on gender equality issues there. Nevertheless, it has occasionally found itself targeted by progressive activists including the local D.C. chapter of the Sunrise Movement, which briefly sought to boycott the organization over its stance on Israel.
“Sometimes you have to change partners in certain moments — and we’re not afraid to do that when necessary,” said Ginsburg, the board president. “But overall we want to be in partnership and we want to find a way to make that work.”
The post NCJW names new leader as group steps up work on Israel, antisemitism appeared first on The Forward.