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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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This national park would honor a Jewish philanthropist — if Republicans get back on board
The political climate is hardly favorable for a new national park centered on racial justice.
President Donald Trump this week called for sweeping budget cuts to the National Park Service and, in January, for the removal of slavery-related exhibits he said portray American history in a “woke manner.”
Yet a campaign to establish a national historic park honoring Julius Rosenwald — the Jewish philanthropist who funded schools for rural Black communities during the Jim Crow era — is pressing ahead.
Dorothy Canter, who launched the campaign in 2018, sees an opening for the park to finally become a reality. In February, Sen. Dick Durbin (D-Ill.) introduced legislation to create the Rosenwald National Historic Park, backed by seven Democratic co-sponsors.
But advancing the bill out of committee — much less to President Trump’s desk — will require Republican support. At a time when even the mildest celebration of diversity can be deemed an excess of the “woke” left, Canter is betting that Rosenwald’s story will be the exception.
“The environment is not the best, obviously, but this is a story that should appeal to anyone,” Canter told the Forward. “This is a positive story. Nobody can say it’s DEI.”
Rosenwald’s Legacy
Rosenwald was born in Springfield, Illinois, the son of German-Jewish immigrants. At 16, he dropped out of high school to pursue the family clothing business.
In 1895, he invested $37,500 in Sears, Roebuck & Company — a decision that would ultimately make him one of the wealthiest men in the United States in the early 20th century.
But guided by the Jewish value of tzedakah, he gave much of that fortune away. In 1911, he met Booker T. Washington, the formerly enslaved founder of the Tuskegee Institute, a training center for African American teachers. Washington urged Rosenwald to invest in Black education in the South.
Rosenwald would go on to help fund nearly 5,000 schools for Black students across 15 states. By 1928, one in three Black students in the rural South attended a Rosenwald school. Alumni of Rosenwald schools would include congressman John Lewis, poet Maya Angelou and civil rights activist Medgar Evers.
Canter, a retired biophysicist and national parks enthusiast, first learned about Rosenwald as an adult through a documentary — and was struck that this story of Black-Jewish cooperation was not more widely known.
“I knew that there was not one national park unit among the more than 400 that commemorated the life and legacy of a Jewish American, or told the story of Rosenwald schools,” Canter said. “And I can tell you that today, almost 11 years later, that is still the case.”
There are national historic sites and monuments honoring Jewish Americans, including the Rosenwald family home and the David Berger National Memorial. But a national historic park — a designation that often spans multiple sites and has greater cultural cache — has yet to honor a Jewish American.
Part of Rosenwald’s relative obscurity, Canter said, stems from his own philosophy. Rosenwald embraced a “give while you live” approach and did not believe in permanent endowments, requiring that the Rosenwald Fund spend all of its money within 25 years of his death.
That approach has yielded severe financial challenges decades later. Today, only about 10% of the more than 5,000 Rosenwald school structures remain, according to Brent Leggs, executive director of the African American Cultural Heritage Action Fund at the National Trust for Historic Preservation.
The Trust placed Rosenwald schools on its 2002 list of America’s 11 most endangered historic places, warning of an “urgent crisis of erasure, abandonment and deterioration.”
Many of the schools were built in rural areas that have since been abandoned, Leggs said, adding that the buildings were made of wood that has slowly decayed. The loss is personal for him: Upon researching the history for his job, Leggs discovered that both of his parents attended Rosenwald schools in Kentucky.
“It was a transcendent moment for me,” he said, “because I remember being at a school building that was literally vanishing history.”
The surviving schools have mixed ownership, Leggs said. Some act as local community centers, while others operate as commercial or office spaces, such as the Caldwell Rosenwald School in Huntersville, North Carolina — today, home to Burgess Supply, a carpet store.
A bipartisan issue?
In the final days of his first presidency, Trump gave a significant boost to the campaign for a Rosenwald national park.
He signed the Julius Rosenwald and the Rosenwald Schools Act into law, directing the Department of Interior to conduct a study assessing the feasibility of establishing the park. Eight Republicans had cosponsored the bill, and it passed with broad bipartisan support.
The study “resulted in positive findings,” concluding that the San Domingo School in Sharptown, Maryland, met all the criteria for a national park and recommending that Congress create a grant program to support the preservation of additional Rosenwald schools.
But Republican backing for a national park honoring Rosenwald’s legacy now appears to have waned.
The Forward called and emailed the three Republicans who cosponsored the 2020 bill and are still in office. None responded to the Forward’s question about their position on Durbin’s bill to establish the Rosenwald park.
A White House spokesperson directed the Forward to the national historic site at the Rosenwald family home but declined to say whether Trump was supportive of the national park commemorating Rosenwald schools.
Rep. Andy Harris, a Maryland Republican, went so far as to send a letter to President Joe Biden in 2024 expressing his support for “the expedited designation of a Julius Rosenwald And Rosenwald Schools National Park.”
His office did not respond to the Forward’s request for comment.
Nor did the office of Tim Scott, the Republican senator from South Carolina who previously advertised his support for the restoration of Rosenwald schools in his state. “Booker T. Washington helped build thousands of schools for Black children, advancing impactful educational opportunities throughout the South,” he tweeted in February 2024. “With the restoration of Rosenwald School, his legacy lives on in South Carolina. #BlackHistoryMonth”
‘A story for our time’
Durbin’s bill arrives just as the agency that would create a park faces drastic proposed cuts: Trump this week proposed funding for the already understaffed National Park Service be reduced by $736 million, or 25% of its budget.
Meanwhile, the president has sought to recast historical narratives at existing parks. In January, Trump ordered the National Park Service dismantle an exhibit about nine people enslaved by George Washington. Earlier this month, the Trump administration directed the removal of a pride flag from the Stonewall National Monument in New York City.
Yet Rosenwald’s story doesn’t fit neatly into the culture-war themes that Trump has singled out. Rosenwald himself was a political conservative, a laissez-faire businessman and steadfast Republican who believed in fostering economic self-sufficiency through education.
Dennis Ross, a former Republican congressman from Florida who retired from office in 2019 and has supported the Rosenwald park campaign, told the Forward he sees Rosenwald’s story as one conservatives should embrace.
“I’ve heard the argument that this is a way of trying to backdoor DEI. I totally disagree and take issue with that. This is showing what American history is all about,” Ross said. “If you were to dwell on the oppression of slavery, then maybe that argument might work. But I think the important thing is to look at the transition, the evolution from slavery to success.”
Canter is also optimistic, and said she plans to meet with a Republican senator — she declined to provide a name — whose staff has expressed interest in the park. As to whether Trump would sign the bill: She hopes the campaign will have the opportunity to put it on his desk.
“People with different backgrounds and cultures were able to come together, work together, find common ground and move this country forward,” Canter said. “So if that isn’t a story for our time, I don’t know what is.”
The post This national park would honor a Jewish philanthropist — if Republicans get back on board appeared first on The Forward.
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Trump Says Gas Prices May Remain High Through November Midterm Election
U.S. President Donald Trump takes questions from reporters while Vice President JD Vance and Secretary of State Marco Rubio look on, as they attend a meeting with oil industry executives, at the White House in Washington, D.C., U.S., January 9, 2026. REUTERS/Kevin Lamarque
US President Donald Trump said on Sunday that the price of oil and gasoline may remain high through November’s midterm elections, a rare acknowledgement of the potential political fallout from his decision to attack Iran six weeks ago.
“It could be, or the same, or maybe a little bit higher, but it should be around the same,” Trump, who is in Miami for the weekend, told Fox News’ “Sunday Morning Futures With Maria Bartiromo” when asked whether the cost of oil and gas would be lower by the fall.
The average price for regular gas at US service stations has exceeded $4 per gallon for most of April, according to data from GasBuddy. Trump’s comments on Sunday came after weeks of asserting that the spike in prices is a short-term phenomenon, though his top advisers are cognizant of the war’s economic impacts, officials have said.
Earlier on Sunday, Trump announced on social media that the US Navy would blockade the Strait of Hormuz and intercept any ship that paid a crossing fee to Iran, after marathon talks between the US and Iran in Pakistan over the weekend did not yield a peace deal.
“No one who pays an illegal toll will have safe passage on the high seas,” he wrote on Truth Social.
Any US blockade is likely to add more uncertainty to the eventual resolution of the conflict, which is currently subject to a tenuous two-week ceasefire. The new tactic is in response to Iran’s own closure of the strait’s critical shipping lanes, which has caused global oil prices to skyrocket about 50%.
UNPOPULAR WAR HITS TRUMP’S APPROVAL
The war began on February 28, when the US launched a joint bombing campaign with Israel against Iran. The scope quickly expanded as Iran and its allies attacked nearby countries, while Israel targeted Hezbollah with massive strikes in Lebanon.
The war has buffeted global financial markets and caused thousands of civilian deaths, mostly in Iran and Lebanon.
Trump’s political standing at home has suffered, with polls showing the war is unpopular among most Americans, who are frustrated by rising gasoline prices.
The president’s approval rating has hit the lowest levels of his second term in office, raising concern among Republicans that his party is poised to lose control of Congress in the midterm elections. A Democratic majority in either chamber could launch investigations into the Trump administration while blocking much of his legislative agenda.
US Senator Mark Warner of Virginia, the ranking Democrat on the Senate Intelligence Committee, questioned the strategy behind Trump’s planned blockade.
“I don’t understand how blockading the strait is going to somehow push the Iranians into opening it,” he told CNN’s “State of the Union” on Sunday.
In a separate appearance on CBS’s “Face the Nation,” Warner said the blockade would not undermine Iranian control of the waterway.
“The Iranians have hundreds of speedboats where they can still mine the strait or put bombs against tankers in closing the strait,” he said. “How is that going to ever bring down gas prices?”
Although Trump has repeatedly said that the war would be over soon, Republican US Senator Ron Johnson of Wisconsin told ABC News’ “This Week” on Sunday that achieving US aims in Iran “could take a long time.”
“It’s going to be a long-term project,” said Johnson, who was not asked about Trump’s proposed blockade. “I never thought this would be easy.”
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Israel’s Ben-Gvir Visits Flashpoint Al-Aqsa Mosque Compound
Israeli politician Itamar Ben-Gvir walks inside the Knesset, in Jerusalem, Oct. 13, 2025. Photo: Chip Somodevilla/Pool via REUTERS
Israel’s far-right police minister Itamar Ben-Gvir visited the flashpoint Al-Aqsa Mosque compound in Jerusalem on Sunday, saying he was seeking greater access for Jewish worshipers and drawing condemnation from Jordan and the Palestinians.
The compound in Jerusalem’s walled Old City is one of the most sensitive sites in the Middle East. Known to Jews as Temple Mount, it is the most sacred site in Judaism and is Islam’s third-holiest site.
Under a delicate, decades-old arrangement with Muslim authorities, it is administered by a Jordanian religious foundation and Jews can visit but may not pray there.
Suggestions that Israel would alter the rules have sparked outrage among Muslims and ignited violence in the past.
“Today, I feel like the owner here,” National Security Minister Ben-Gvir said in a video filmed at the site and distributed by his office. “There is still more to do, more to improve. I keep pushing the Prime Minister (Benjamin Netanyahu) to do more and more — we must keep rising higher and higher.”
A statement from the Jordanian foreign ministry said it considered Ben-Gvir’s visit to be a violation of the status quo agreement at the site and “a desecration of its sanctity, a condemnable escalation and an unacceptable provocation.”
The office of Palestinian president, Mahmoud Abbas, said such actions could further destabilize the region.
Ben-Gvir’s spokesman said the minister was seeking greater access and prayer permits for Jewish visitors. He also said that Ben-Gvir had prayed at the site.
There was no immediate comment from Netanyahu’s office. Previous such visits and statements by Ben-Gvir have prompted Netanyahu announcements saying that there is no change in Israel’s policy of keeping the status quo.
Muslim, Christian and Jewish sites, including Al-Aqsa had been largely closed to the public during the Iran war. There was no immediate sign of unrest on Sunday after Ben-Gvir’s visit.