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Letter from one Russian dissident to another dissident

The April 13, 2022 issue of The Jewish Post & News carried my article, “Conversations with a Friend in Russia,” about the war in Ukraine. 

My friend and I have continued to exchange messages about the ongoing illegal war of aggression by Russia via a secure network. 

Here is an edited version of a recent long letter my friend asked me to send via email to Russian dissident émigré Mark Feygin. 

Feygin is a former Russian lawyer and human rights activist. He also served from January 1994 to December 1995 as a deputy of the State Duma and was the vice mayor of Samara, notes Wikipedia.  

In 2011 and 2012, Feygin was active in opposition to President Vladimir Putin, and announced that he was forming an opposition party.  Since the February 24, 2022 Russian invasion of Ukraine, he has gained a following on YouTube, hosting daily discussions with Ukrainian presidential advisor Oleksiy Arestovych on his channel. I have made some minor grammatical and syntactical corrections to the letter. 

“Dear Mark!

“I hope my letter will not only reach you, but you will find time to read it. I considered it important to share with you the following considerations. I developed them as a result of a long – since February 24, and continuing all the time – following the course of Putin’s war against Ukraine.

‘“… this (Putin’s lies) is not obvious to the Russian layman …”’ These were your words in the New Year’s Eve stream at Zhdanov’s. That’s exactly what it is – for the main contingent, from which Putin’s occupying army is replenished, Putin’s lie is not obvious! This category of citizens has their brains blocked by many years of Putin’s propaganda. But it is necessary to make sure that Putin’s lies, his real war crimes and crimes against his own people become obvious even to the most recent idiots in this country! We need replacement drivers in their primitive and zombied brains.

“Why is it important to do this now, and not wait until Putin is somehow demolished and his accomplices, remaining in power, begin to explain to the masses that the dwarf ‘turned out to be not a father, but a bitch’ (as Andrey Piontkovsky voiced this scenario).

“This must be done now, in the midst of the war; because the doubts sown in the brains of marginals deformed by Putin’s propaganda is a real mechanism for influencing their motivation. This is a real mechanism to reduce the ranks of creatures ready to become consumables in Putin’s occupying army. The more degenerates join the ranks of the occupying army, the longer the war will last, the longer the torment of Ukrainians will continue, the more destruction there will be in Ukraine, the longer the maniac will be able to continue his terrorist activities. Therefore, it is important to reduce their ranks and change their motivation.

“The human psyche is a plastic material, an easily induced substance, but in order to reorient it, it must be acted upon. Putin’s propagandists, for their part, make an active direct impact on the brains of this redneck mass (and very effectively), but there is no counter-influence on this contingent.

“Clever verbose analytical streams of opposition bloggers and experts do not solve the problem of suppressing the drivers operating in the heads of this category of the population. They do not hear and do not listen to these clever arguments.

Here, Kiriyenko calls on the masses to make this real terrorist war the people’s war…. And, who is calling the Russian layman to the people’s war against Putin and his occupation regime? 

Some of the citizens come to understand the realities themselves. But the majority in this demographic cohort won’t make it on its own. If such appeals are heard, then (it must be done) in the verbose context of analytical reasoning and assessments. 

“But in this format, these appeals will not pierce the brains of idiots. They must be broken through with short and sharply directed formulations – directly calling Putin the only enemy of their homeland, of their nation. 

“Cattlemass, which includes representatives of all social categories of citizens, does not care about the suffering of Ukrainians. On the contrary, they rejoice at this because they have already had hammered into their heads that their enemies have settled in Ukraine, and Putin is their protector. These deformed brains cannot be reoriented by clever reasoning and revelations. 

“They need to briefly and clearly drive other formulas into their minds: that Putin is an enemy of the Russian (their) people; that Putin has plundered their country and is now finally destroying it; that Putin is an enemy of Russia, destroying the population of their country, exterminating them; that Putin is depriving their children and grandchildren of a future in this country; that each of their volleys in Ukraine is a volley that destroys their own country; that those who serve Putin are traitors to their country and there will be punishment for this; that Putin in power in Russia is Hitler’s revenge for the defeat in the Second World War, etc. – that Putin must be destroyed in order to save Russia and restore a normal life in their country for themselves. 

“Your own shirt is closer to the body” and this should be emphasized in the information war. For them, these formulas should sound short, repeated and continuous. Otherwise, the majority will not reach.

“The lamentations of some well-known anti-Putin and anti-Russian bloggers-journalists that ‘Russians are genetically predetermined slaves’ are not just stupid and unfair (remember how the people rose in Khabarovsk, at least) – they are harmful, because they only help Putin’s mafia to consolidate the rednecks around Putin and use them as an instrument of his crimes.

“For the benefit of the cause of victory over Putin’s evil, it is necessary to reprogram these deformers as far as possible, in all possible ways, right now. Seeds of doubt can only germinate if they are thrown into the ground. Otherwise no.

“There is such a formula: “If a person is told every day that he is a donkey, he will soon scream like a donkey!’

 “This is how the human psyche works. Putin’s propaganda actively and aggressively uses this principle, it is built on this. And it gives results, as we all see. And yet there is no effective counteraction to this in the information war! The situation in the information field is similar to the situation in the real war on the combat front, where the defenders of Ukraine are forced (so far) to respond to massive shelling by the occupiers only by shooting down missiles in their skies and destroying the occupiers within their own territory. 

“In the information war, Putin’s people are persecuting lies, but by a method that affects simple brains. They aggressively stigmatize the victims of their aggression as ‘Nazis’, attribute all their own crimes to the victims, inspire their inhabitants that this is a holy war for the ‘defense of the Russian world’, etc. In the brains of Russian inhabitants (in very many) induced by Putin’s propaganda, there was a merger of retrospective images of the Second World War with their perception of the current acts of Putin’s occupiers as the war against enemies. And, in response to that from the so-called opposition on the information field, only wordy explanations of the depth of the maniac’s mental deformation, endless exposure and ridicule of his paranoid delirium, repeated discussions of his health and the vile tricks of his lackeys, etc. 

“This also needs to be voiced, of course, but this is absolutely not enough to achieve a result. Where are the active direct accusations and calls for a people’s war against the occupiers? The information war on the part of the anti-Putin forces should change from debatable and explanatory to offensive and accusatory, calling for resistance.

“Moreover, now the long-winded and repeatedly repeated arguments of anti-Putin bloggers also come with oppositionists (true and pseudo) attacking each other and their mutual denials. I do not give examples, they are well known. Well, what result should be expected from such an ‘information war’? Oppositionists cease to be trusted.  The opposition seems to be there, well, at least this, but the result? In the current format, these moans of the opposition can last forever.

 “To achieve success on the field of “information warfare” an active, aggressive counter-action is needed. We need a consolidation of all forces, and not neurotic outbursts and mutual pecking. If there is real resistance, it will objectively work to sow doubts in the zombie brains of the bulk of the Russian layman, reprogram them – point them to their real enemy, urge them not to become accomplices in the destruction of their own country. Moreover, it will be pure truth, reinforced for them by what they experience every day in their own skin. They experience, but endure and do not think about the reasons, because they are under hypnosis. There is no anti-hypnosis. There is no massive ‘trench agitation’. (It is all the more strange that it does not exist in a country with such historical experience – let us recall what successes the Bolsheviks achieved with their “trench agitation”). 

“Orcs can only be changed by driving other motivating blocks into their minds – that their real enemy is the one they currently serve. There are still surprisingly few examples of such active offensive work on the information front (as Arestovich said – “little, bad, not enough” – that’s exactly the case here!)

“A positive example of how this should be done is the New Year’s address of the Minister of Defense of Ukraine Reznikov. Everything is on point, strong and concise. It is all the more strange that “trench propaganda” is not used by anti-Putin informationists, when a maniac and the actions of his gang provide abundant objective texture for guilty verdicts and calls for a people’s war against a real enemy.

“These accusations and appeals must be made not only on some Telegram channels and (intricate, lengthy, often contradictory) on some YouTube streams, but in 24×7 mode, on all possible channels, briefly, persistently, with conviction and clearly. 

“It is necessary to use all available modern technologies in order to convey the necessary messages to the addressee. It is necessary to hack federal TV channels and load them with the necessary content (experience with regional TV has already begun to appear). 

“It is necessary to hack the loading of advertising plasmas on the streets of big cities and display the necessary frames and appeals on them. (It is technically possible, because there was a case when an amateur hacker put a porn video on Moscow street plasmas). Well, and so on. Do it now, and not wait until after the victory over Putin’s fascism. Information warfare is important as a direct instrument of real physical warfare, but to be effective it must be carried out with methods that penetrate to the target.

“That’s all for now. But, there’s a lot more to say.

“Respectfully, 

“Good luck and victories in your fight!

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Features

Is Hamas a “treatable” cancer?

By GREGORY MASON If we define Hamas as a cancer, can we devise a strategy to, if not defeat Hamas, at least manage it? Is Hamas “treatable?”
Defining treatable cancer
Although the cancer charities like to promote the notion that we are winning the war against cancer, a reference that confirms the suitability of conjoining cancer and Hamas, the reality is that five-year survival rates are increasing only slowly. While curative therapies continue to improve, early detection —encompassing both greater testing participation and technological advancements in testing —appears to be the most crucial factor in lengthened survivability.
The key treatment condition is the stage at which cancer becomes known. The typical staging has four levels, where the tumour:

  1. remains entirely within the margins (edges) of the organ
  2. reaches the margins.
  3. moves beyond the margin and invades the surrounding tissues.
  4. move another organ or system.
    Sometimes oncologists refer to precancerous growths as “stage 0” when a surgeon removes a skin lesion as a precaution. Progression among the cancer stages is known as metastasis.
    Most important is to understand that the five-year survival standard includes no reference to quality of life. Most cancer treatments compromise quality of life.
    Patients often assume the word “cancer” means a death sentence. Yet if detected early, the idea of “treatable cancer” invariably creates a sense of optimism since it also implies a course of action leading to a “cure.” Most oncologists are wary of raising false expectations when discussing the nature of a patient’s condition and the options for treatment.
    Three conditions mark a treatable cancer.
  5. Treatment options exist.
  6. Actions are feasible – the patient resides where the technology, talent, and treatments (medications) are available.
  7. Patients receive no guarantees that exist for a cure (complete remission), extension of life, or improved quality of life.
    Treatment outcomes for cancer exist in several dimensions: the extension of life, the quality of that life, and the difficulty of the treatment. Patients and physicians face complex trade-offs, where the difficulty of the treatment versus the expected gain in quality of life may induce the patient to curtail active treatment. The patient submits to the inevitable and enters palliative care.

Setting aside voodoo, cancer treatments include surgery that targets specific tumour sites, chemotherapy that uses a cocktail of chemicals that targets cancerous cells without affecting healthy tissue, and palliative care. Palliative care accepts the inevitable course of disease leading to death.
The final issue is that a systemic cancer, such as lymphoma, stands in contrast to a tumour, which exists at a defined point. Treatment is different for each type. Systemic cancers require chemotherapy, while point cancers require surgery.
Hamas as a cancer.
Some may object to my characterization of Hamas as a cancer since they see Hamas as freedom fighters for Palestinian independence. No comment. No apology.
The origin of Hamas is the Muslim Brotherhood, which started in Egypt during the late 1920s as a labour movement among Suez Canal dockworkers, led by Hassan al-Banna. Its goals were to spread Islam across the Arab world, oppose colonialism (primarily British and French) and promote the Arab mission in Palestine. This movement has spread rapidly throughout the Middle East and beyond.
Hamas (Harakat-al-Muqawama-al-Islamiya or “Islamic Resistance Movement”) was established in 1987 following the first intifada, when Arabs living in Gaza, Judea/Samaria and East Jerusalem engaged in a violent protest against what Hamas and other groups perceived as unjustified Israeli governance over their lands. A core goal was to build support for the Muslim Brotherhood, which had lost support to Palestinian Islamic Jihad (PIJ) sponsored by Iran. It is one example of the conflict between Sunni Islam (Muslim Brotherhood) and Shia Islam (PIJ).
Rather than an isolated tumour, Hamas in Gaza is but a derivative lesion of the broader Muslim Brotherhood cancer. Although not part of the Palestinian Authority, it is the most popular movement in the West Bank. It may well have had a hand in the weekend attack in Jerusalem that killed six and injured 13, although many malign actors are available.
Another Muslim Brotherhood lesion is the Hamas leadership that has remained ensconced in luxury Qatar hotels. Israel’s recent attack on the Hamas leadership in Qatar is another attempt to excise the tumour, with a subtle twist. Qatar has operated duplicitously. On the one hand, it has sheltered Hamas leaders and shovelled buckets of money to support their war against Israel while also serving as a “neutral” mediator in the hostage negotiation. Along with Iran and Türkiye, it is a significant funder of the Brotherhood, not only throughout the Middle East, but also in Europe and North America.
Qatar has also opened a series of tumours in post-secondary education, especially in its funding of elite universities. This aligns with the long view inherent in radical Islam and the Muslim Brotherhood. Funding “endowed chairs” enables external funders to circumvent standard academic hiring procedures, placing academics with specific viewpoints in key academic positions. This becomes a critical element in the metastasis of radical Islam. In addition to promoting Islam and an anti-Israel perspective, these faculty members work in partnership with post-modern ideologies that undermine recognition of the past achievements of Western civilization. This is not to defend the past, as much exists in Western history that needs correction.
Defeating Hamas: Tactical win or strategic loss?
Israel’s goals in Gaza have fluctuated, reflecting its extraordinary duration and the existence of the hostages. Many do not want the Netanyahu government to proceed with the final expulsion of Hamas from Gaza. Most opponents to such a campaign within Israel fear it is not possible without massively increased civilian casualties, further hostage deaths, and a prohibitive cost in soldiers’ lives for the Israel Defence Forces.
In addition to the potential costs, commentators such as Andrew Fox believe it is not possible to eliminate Hamas. His essential point is that Hamas has shown a remarkable capacity to adapt. However, he has applauded the attack on the Hamas leadership in Qatar.
The situation has become dire. First, throughout the Middle East, a multitude of cancerous lesions exist in the form of radical Islamic parties vying for control. In the West Bank, in addition to Fatah, the Palestinian Authority (PA) includes other factions such as the Popular Front for the Liberation of Palestine (a Marxist-Leninist group), the Democratic Front for the Liberation of Palestine, the Palestinian Peoples Party, and the Palestine Popular Struggle Front. Not part of the PA, but very influential and popular are Hamas and Palestinian Islamic Jihad.
In Gaza, in addition to Hamas and Palestinian Islamic Jihad, the major political factions include Fatah (much weakened since 2007), a range of Salafi-Jihad Groups, and the Popular Front for the Liberation of Palestine, all of which vie for support. Finally, in addition, several clan-based militias are operating, which Israel currently funds and arms, primarily to irritate Hamas.
A multitude of factions may arise to fill the vacuum if Hamas disappears. Indeed, none are anywhere as strong and capable as Hamas was. But deep pockets exist in the form of Qatar, Türkiye, and Iran to rebuild Islamist military capacity in Gaza.
The many points of radical Islam, comprising funding in Western universities, the mass migration that results in multiple Western societies being unable to integrate newcomers, and post-modern ideas infusing government and corporate management, have merged to create a systemic cancer that seems impervious to treatment, certainly to precise tumour excision.
Israel can play a furious whack-a-mole model of surgical strikes to excise the many tumorous lesions originating from the Muslim Brotherhood. And it may succeed in bringing Hamas to the table to release the remaining hostages and cease its Gaza operations. Israel can score a tactical victory.
But if the West declines to address the systemic cancer of radical Islam and Hamas reconstitutes itself in the West Bank, a strategic victor will elude Israel, and it will return to excising yet another tumour.
Israel’s refusal to wage the information war and Western leaders losing their way and becoming politically indebted to recent migrants may become the strategic errors prolonging the conflict.

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Seeking gangsters, must speak Yiddish: Bringing the Hasidic underworld to life in ‘Caught Stealing’

Liev Schreiber, Austin Butler and Vincent D’Onofrio in Caught Stealing. Photo by Niko Tavernise

By PJ Grisar September 3, 2025

This story was originally published in the Forward. Click here to get the Forward’s free email newsletters delivered to your inbox.

A duo of burly, gun-toting Hasidic gangsters and their doting bubbe are the breakout characters in Darren Aronofsky’s Caught Stealing — at least, for figures not of the feline variety. To bring them to life, the film had a secret weapon: a Yiddish whisperer.

Motl Didner, program director for the National Yiddish Theatre Folksbiene, first heard rumblings of the crime caper through a casting notice seeking Yiddish-speaking actors. He didn’t know the notice was for an Aronofsky film, but he passed the details along to members of the company, and even sent in a self-tape to be considered for a role.

Later, the production got in touch to use him as a Yiddish coach.

“That’s when I found out who exactly it was that I lost out to,” Didner said in a phone interview. “I don’t feel so bad about losing out to, like, Liev Schreiber.”

Didner worked with Schreiber, Vincent D’Onofrio and Carol Kane — respectively playing a pair of frightening drug lords and their grandmother — settling on a Hungarian dialect for their dialogue, and even rewriting some of their Yiddish lines. (The dynasty to which the brothers belong is never specified, but their scenes with Kane were filmed on location at a Lubavitcher household in Crown Heights, Brooklyn.)

The duo show up as a threat to the film’s protagonist, Hank (Austin Butler), who finds himself caught in the middle of their quest to recover piles of money from other ethnic gangs in 1998 New York City.

Kane, Didner said, took naturally to the mamaloshen. While she isn’t conversational in Yiddish in real life, her breakout role was as a Yiddish-speaking immigrant in Hester Street, and she more recently had Yiddish scenes in the Amazon Prime show Hunters.

Schreiber, for his part, sang Yiddish songs growing up, and “had an ear for it,” Didner said.

D’Onofrio, who isn’t Jewish, was “really kind of thrown deep into the Jewish world,” Didner said, but was very meticulous in getting his “meshugenahs” on point. Crucially, he nails the pronunciation of his beloved bubbe’s title: For native Yiddish speakers, it sounds more like “boh-beh” than “bubbie.”

Didner was on set for the scene in which Butler’s Hank slurps a bowl of matzo ball soup with the brothers. Somehow, word spread that the Oscar winner was shooting in the neighborhood, something of a novelty for the Hasidic enclave. Evidently the heartthrob has a young Chabad fan base.

“When filming wrapped at the end of the day, there were a couple hundred teenage girls waiting to get a glimpse of Austin Butler,” Didner recalled. It was like the reception of the Beatles or, better yet, Elvis.

Didner wasn’t the only dialect coach for D’Onofrio and Schreiber; they had a separate one for English.

“Darren Aronofsky was very specific,” Didner said of “the boys” — how Aronofsky referred to the characters. “He didn’t want them to speak English with a Yiddish accent.”

Instead, they speak with Hank in a measured, yet still menacing, American aksent. It’s when they discuss how to handle him — and whether he deserves to be roughed up — that they revert to Yiddish.

There were also separate consultants, Didner said, to make sure the customs included in a bustling pre-Shabbat sequence at Bubbe’s house were authentic.

Didner saw the film over the weekend, and was happy to see diverse languages included in it.

“There’s also Spanish and Russian in there,” Didner said, adding he hopes that linguistic richness is “part of an increasing trend that people are looking for that sort of authenticity.”

PJ Grisar is a Forward culture reporter. He can be reached at grisar@forward.com and @pjgrisar on Twitter.

This story was originally published on the Forward.

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What led to the complete disappearance of Sabra Hummus from store shelves?

“Don’t it always seem to go

That you don’t know what you’ve got ’til it’s gone”

-from Joni Mitchell’s “Big Yellow Taxi” (1970)

By BERNIE BELLAN I wasn’t actually thinking about Sabra Hummus until one day recently when I was sitting together with a group of guys – some of whom were Israeli-born when, out of the blue, one of them asked me if I knew why you couldn’t find Sabra Hummus anywhere in Winnipeg?

“Can’t find it?” I thought. Surely it must be available somewhere here. I said that I thought it must be on a grocery shelf at least in Sobeys on Taylor because if any store was going to have a product with as obvious an Israeli name as “Sabra,” it was going to be Sobeys on Taylor.

After all, going back a few years, anytime you went shopping for hummus the Sabra brand was ubiquitous.

So, I said to the fellow who had asked the question that I was now curious to delve further into whether Sabra Hummus had indeed disappeared from Winnipeg store shelves. I added that I would start by inquiring at the Sobeys store on Taylor – where I knew the manager, Dave McDonald, and that I would ask Dave whether it’s true that Sabra Hummus is no longer available at his store.

I emailed Dave asking him that question but, while I was waiting for a response, I began to search on the internet to see whether there might be an explanation as to what had happened to Sabra Hummus – and whether its disappearance from store shelves wasn’t something unique to Winnipeg.

Naturally, I began with a Google search for Sabra Hummus. While the search led me to discover many different things about Sabra Hummus, the one thing that I found most surprising is that Sabra Hummus, despite its Israeli name, is now wholly owned by PepsiCo.

It was when I received a phone call from a Sobeys representative in response to an email I had sent that it also emerged that, as has been the case with many other products that come from the US, Sobeys had decided to stop importing Sabra Hummus (which used to come in 30 different varieties) ever since Trump imposed his tariffs on Canadian exports going back to February of this year. (Sobeys, by the way, owns many different brands of stores: Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Farn Boy, Longo’s, and Lawtons Drugs.)

But, to my even greater surprise, I learned from a representative of PepsiCo that Sabra Hummus is not even being produced any more – at least not in the plastic tubs that had the very recognizable Sabra logo on them. I’ll have more about what the PepsiCo representative wrote in an email to me, but first – a brief history of Sabra Hummus – and the many problems it’s endured over the years.

Most of my information came from – where else? Wikipedia, but it turned out the Times of Israel also had a very interesting article – written in December 2024, that examined the effect that the Boycott Divest Sanctions movement (BDS) had on Sabra Hummus.

Yet, while both the Wikipedia and the Times of Israel articles did talk about the problems that the Sabra brand had been encountering in recent years, it was only when I received that email from a representative of PepsiCo that I was able to verify that, as of now, Sabra Hummus is no longer being manufactured altogether although, as I’ll explain later, Pepsico does plan on bringing it back into production in 2026.

What happened to Sabra Hummus then?

Here’s some of the information about Sabra Hummus that is largely taken from the Wikipedia article about Sabra Hummus:

“The company was founded in 1986 by Zohar Norman and Yehuda Pearl as Sabra-Blue & White Foods. The company was bought in 2005 by Israeli food manufacturer Strauss.

“In March 2008, Strauss entered a joint-venture partnership with Frito-Lay, a division of the multinational PepsiCo corporation. Strauss owned 50% and PepsiCo 50% of the company. In November 2008, the company announced the construction of a new $61 million plant in Chesterfield County, Virginia, expected to employ 260 people and come on line in mid-2010. The company grew over 50% between August 2008 and August 2009.

According to Wikipedia, by 2016, Sabra Hummus had become the dominant player when it came to selling hummus in the United States: “By 2016, Sabra had gained a 60% market share of hummus in the United States, and, through its co-ownership and sales channels with PepsiCo, was close to $1 billion in annual sales.”

The Times of Israel article noted that Sabra’s share of the hummus market in the US grew even more: “At the start of 2021, Sabra Dipping Company — which is jointly owned by Strauss Group and PepsiCo — sold US supermarkets nearly two-thirds of their hummus.”

Yet, it all seemed to start coming apart in recent years. By 2024, according to Wikipedia, Sabra’s share of the US hummus market had dropped to only “36%.”

There are many reasons for Sabra’s rapid descent from dominance of the US hummus market and both the Wikipedia and Times of Israel articles examine those reasons, but it does seem strange that, notwithstanding the drop in sales that Sabra might have suffered in the past few years, PepsiCo has simply stopped producing it altogether.

I wouldn’t have believed that until I received the email from a representative of Pepsico, to which I referred earlier. Here’s what I was told: “Regrettably, we are temporarily stepping back from full-size hummus tubs to improve product offerings. We know that’s a big disappointment since fans like you have been looking high and low for it!

“Our full-size hummus tubs are expected back in late 2026. In the meantime, our Guacamole and Hummus Snackers remain available at many grocery stores across Canada.”

After reading that email, one might be forgiven for thinking that something drastic – something beyond loss of market share, had happened to Sabra Hummus.

But Sabra had had huge problems in the past – from which it always bounced back.

Here’s what Wikipedia noted about problems Sabra had encountered in the past: “On April 8, 2015, Sabra recalled 30,000 cases of its classic hummus after a tub in Michigan tested positive for Listeria.”

Then, the Wikipedia article went on to say: “On November 19, 2016, Sabra voluntarily recalled multiple hummus varieties across the U.S. after Listeria was discovered at one of its manufacturing plants, though the company stated the bacteria had not been found in any of its actual products.

“In March 2021, Sabra recalled about 2,100 cases of 10 oz. Classic Hummus, following a routine inspection by the FDA in the US, due to a possible salmonella contamination. The recall affected 16 states in the U.S.”

Yet, despite all that, as has previously been noted, the Times of Israel article of December 2024 pointed out that, prior to that March 2021 product recall, Sabra Hummus still dominated the US market for hummus, to the extent that nearly two-thirds of the hummus sold by US supermarkets came from Sabra.

Sticker on a tub of Sabra Hummus that called for a boycott of Sabra products

To this point we haven’t mentioned one other factor that certainly affected sales of Sabra Hummus, although to what extent is very hard to determine: The concerted boycott campaign which was part of the BDS (Boycott, Divest, Sanctions) movement that targeted Sabra Hummus in particular, and which had been started at several different universities in the US, beginning in 2010.

According to the Times of Israel December 2024 article, the “campaign against Sabra hummus started on the US West Coast 14 years ago, when anti-Israel activists began denouncing Sabra for donating food to the IDF Golani Brigade.

However, despite that campaign having “kicked into higher gear”… with “hundreds of supermarkets and other stores in North America and Europe” having had stickers denouncing Israel placed on tubs of Sabra Hummus, the ToI article insists that the BDS campaign which was carried on mostly on US college campuses was not a major factor in declining Sabra Hummus sales.

Instead, the Times of Israel article claims it was the March 2021 product recall that was the decisive factor in Sabra Hummus sales plummeting. According to the ToI article, “a salmonella contamination recall on products made at Sabra’s Virginia factory took a devastating toll on the brand, which lost half its market share in just one quarter.”

And yet – to make matters even more complicated, an article in still another publication suggested that, notwithstanding that March 2021 product recall – which also led to a complete shutdown of Sabra’s primary manufacturing plant in Virginia, sales began to bounce back in 2022!

In a December 2022 article in an online publication titled “Manufacturing Dive,” Sabra CEO Joey Bergstein is quoted as saying that the brand has been “‘consistently climbing back,’ and it has regained its No. 1 position in the hummus category, according to IRI data cited by Sabra. When it was missing from shelves, he said more than half of consumers decided not to buy hummus instead of switching to another brand. Those who did switch are coming back to Sabra, the IRI data showed, and the brand is taking back market share.

“‘When you stop production, you open the door for a competitor,’ Bergstein said. ‘We’ve been able to grow back in a relatively short period following that disruption, which I think speaks to the health of the brand.’”

In the final analysis, there is a combination of factors that have led to the disappearance of Sabra Hummus from store shelves – not, as I first thought, perhaps only in Winnipeg but, as it turned out, everywhere in Canada and, as I learned after reading that email from the PepsiCo representative – in the US as well.

There were multiple incidents of suspected contamination of Sabra products; there was the campaign that was part of the BDS movement to boycott Israeli products – especially Sabra products; and finally, there was the decision by major Canadian grocers to stop importing products from the US.

Although I did like Sabra Hummus, I can’t say that I’m heartbroken to learn of its disappearance. But it is sad to think that a product which had such an identifiably Israeli name is no longer available – even if that product had stopped being manufactured in Israel years ago.

One more note: In 2018 PepsiCo acquired another well known Israeli food company: SodaStream. SodaStream still has a plant in Israel although, again after coming under fire for having a plant on the West Bank, SodaStream closed that plant in 2015 and opened a new plant within the green line. Chalk that one up to a victory for the BDS movement. I wonder whether, in the future, we’ll learn more about how much damage the BDS movement really did cause Sabra Hummus. It still seems strange to me that a product which was, until quite recently, the dominant player in its field, has simply disappeared. It suggests to me that the BDS movement had quite a bit more impact than one might be willing to concede.

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