Features
“Proof of Life” – New book about Syrian conflict tells spellbinding story of one man’s search for a young American who went missing in 2014
Review by BERNIE BELLAN The war in Syria which began in 2011 following upon earlier upheavals in the Arab world that were ignited by what became known as the Arab Spring has, by and large, vanished from the headlines of the world’s newspapers.
Once Russia intervened on the side of Bashar Al Assad in 2015, along with Iran and its Hezbollah acolytes, the tide was turned in favour of Assad. It is true that American troops, along with their various allies in Syria, were instrumental in ridding Syria of ISIS, but there were many more factions fighting the Assad regime than ISIS.
The complex world of what really amounted to inter-tribal warfare in Syria resulted in some of the most atrocious acts imaginable committed by all sides in the conflict, although when it came to the use of military hardware to massacre entire populations, Assad’s forces set new levels of barbarity in terms of the degree to which they were willing to gas, bomb, and murder innocent civilians throughout the conflict.
Within this nightmarish world, however, there were many individuals who not only did not suffer at all during the conflict – they actually thrived. Some were members of different militias who capitalized on capturing Western journalists and humanitarian workers in Syria, holding them for huge ransoms when they could.
We in the West were witness to the horrendous brutality that ISIS was capable of when it came to dealing with those captured Westerners – including their beheadings on a regular basis, but other groups were also willing to engage in equally savage treatment of innocent Westerners. In the cases of those other groups, however, the goal by and large was to trade Westerners for money.
Often captured journalists or humanitarian workers would be traded back and forth among groups. There were different reasons for the shuffling around of prisoners. For one, it made it almost impossible for anyone wanting to retrieve those prisoners to keep track of them. Secondly, at different times different groups placed different values on certain prisoners, depending on where they came from and with whom those groups were in a position to negotiate.
Into this hellish world stepped Daniel Levin, a Swiss-born Jew now living in the United States whose expertise is in negotiating with some of the world’s most unsavory characters. Levin is a lawyer by training and his legal negotiation skills were put to good use when he began working “with a European foundation and select individuals in Syria” in what became a project known as “Project Bistar”.
The purpose of Project Bistar, Levin explains in an incredibly fascinating new book (that is yet to be released for sale to the public) titled “Proof of Life”, was to mediate between the warring sides in the Syrian conflict, “in the hope of working quietly behind the scenes toward a negotiated settlement and, at a second stage, identifying young, next-generation individuals of the Alawite, Sunni, Druze, and Christian communities with leadership potential.”
Levin explains that, until 2015 when the Russians intervened on his side, Assad appeared amenable to a negotiated settlement, especially when rebel forces were inflicting terrible damage on his own forces.
With that as background information, in 2014 Levin found himself thrust into a situation totally unexpectedly in which his negotiating skills were put to a supreme test.
As a press release that was sent to me in January described it, “Daniel Levin was at his office one day when he got a call from an acquaintance with an urgent, cryptic request to meet in Paris. A young man had gone missing in Syria. No government, embassy, or intelligence agency would help. Could he? So begins a suspenseful, shocking, and at times brutal true story of one man’s search to find a missing person in Syria over eighteen tense days.”
Thus begins “Proof of Life: The Undercover Search for a Missing Person in Syria, where Arms, Drugs, and People Are for Sale“.
This lengthy preamble to my review of the book was necessary to provide some context for what the book is all about. Since the story that Levin tells – and the events which he describes are all true – although he has changed the names of most of the characters in order to protect the identities of individuals whose lives might be in danger, even years after the events which he describes.
Reading “Proof of Life” is like reading any well-written, fast paced thriller – except in this case, knowing that what you are reading really did happen will often leave you feeling physically ill when you realize the depths to which humans are capable of sinking to the present day. And I’m not just talking about the depravities of various armed groups around the world, many of which are Islamic it must be said (whether in the Middle East, Africa, the Philippines or any other of a number of areas in which offshoots of Al Qaeda or ISIS still hold sway).
Some of the most notorious characters in “Proof of Life” are not at all involved in actual fighting; instead they are the parasites who see opportunities in conflict situations to make vast sums of money supplying such commodities as drugs and women to the fighters.
It was within this dangerous and completely shadowy world that Levin found himself when he was asked to help obtain information about a young American by the name of Paul Blocher who had somehow entered into Syria sometime in 2014 – and disappeared.
As Levin describes it, he was contacted by an old friend who asked him for a favour, which was to use his various and very useful contacts throughout the region to do what he could to find out what happened to Blocher.
What follow sin the book is a complex series of encounters with some fascinating characters, most of whom are Arabs of varying nationalities, in locations including Ankara, Beirut, Washington, Amman, and Dubai, as Levin pursues a trail replete with scattered bits of information that bring him ever closer to the one character who he is certain can reveal what actually happened to Paul Blocher.
Throughout reading this book I couldn’t help thinking that Levin, who doesn’t at all hide his Jewish identity, was quite fearless in his willingness to seek out individuals whose reputations would leave just about anyone else terrified to even go anywhere near them, let alone try and arrange to meet them.
Given that he had been tasked with an assignment that very few individuals in the world would be capable of performing, as you read the very careful preparations he continually put in place prior to his meeting any of these dangerous individuals, although Levin doesn’t describe to any extent how he developed his unique expertise in negotiation and subterfuge, you can only marvel at the thinking he displayed at all times in planning his course of action.
At a certain point in the book though, the name of a drug known as “captagon” began to take on a prominent role in the story. I had to digress from reading “Proof of Life” to acquaint myself with just what Captagon is.
Captagon is a powerful amphetamine that is most popular in the Middle East, where it is both the recreational drug of choice in such countries as Saudi Arabia and the drug that was used by all sides during the Syrian conflict that, in the words of a BBC correspondent describing how Captagon is used in Syria,“gives people a euphoric feeling that they can take on the world and are relatively indomitable. [It] suppresses appetite and gives you a very long burst of energy, something like 18 to 24 hours.”
“Amphetamine use by fighters is commonplace, but I wondered if the specific properties of Captagon made it the perfect war drug.
“ ‘That depends on what your values are in the war,’ “ according to Max Kravits, a researcher who has spent years studying the use of Captagon in the Syrian conflict.
“ It is incredibly deteriorating and debilitating and it makes fighters take risks they otherwise wouldn’t take. But if your goal is simply to take said hill regardless of the human cost, it certainly seems to be doing the job.’ “
As Levin pursued his quest to find out what happened to Paul Blocher, he was led ever closer to the one man who, it is had become apparent from a variety of sources, would be able to tell Levin what happened to Blocher.
That man’s name was “Anas” and if you ever wanted to conjure up a more insidious villain you would be hard put to find anyone more absolutely evil than Anas. When Levin finally saw Anas for the first time – and he made sure that he was carefully hidden so that Anas did not see him, he was blown away by Anas’s physical appearance: A massive six foot five, so muscular that he said Anas’s wrist was as big as Levin’s thigh. (It turns out that Anas was a steroid junkie, which both explained his enormous physique and the almost constant bouts of rage to which he was prone.)
And, although you can’t help but fear for Levin as he entered into the proverbial lion’s den, knowing that this is a true account, the overriding question as he describes his eventual face to face encounter with Anas, was how was he going to pry information out of someone who, it turns out, was actually capable of killing his own child to exact revenge on a wife who dared to leave him.
“Proof of Life” was just recently published (in 2021, as a matter of fact) and the copy I was sent was a review copy. But, as I was reading this incredibly fascinating book (and I know I use that phrase all too often in describing books that I love), I kept thinking to myself: All right, we know that Israel is engaged in an ongoing war of sorts with Iran in Syria, as Iran uses Syria as its base for arming Hezbollah, and that threatens to turn into a major all–out war with Hezbollah, but what of the actual conflict in Syria itself between Assad and all those factions that were fighting his regime? Has it all quieted down or are we just not hearing about it any more?
Here’s the answer, as Daniel Levin writes in his postscript to “Proof of Life” (and again, it was just written in 2021):
“These days, conventional wisdom holds that the conflict in Syria has been decided. The war is over. Bashar al-Assad and his regime won with the help of Iran, Russia, and Hezbollah; the opposition, the Kurds, and ISIS were defeated. Sure, some nasty things did happen, but it’s time to move on and rebuild the country.
“Turns out, conventional wisdom is not particularly wise. This war is not over. The killings have not stopped. The chemical gassings, the cluster bombs, the executions, the torture, the human trafficking the annihilation of entire villages – they all continue. For millions of trapped Syrians, the nightmare never ends. A small group of privileged men connected to the regime through family or business have amassed unimaginable fortunes as they control the war economy, trading everything – food, medicine, fuel, heating, oil, drugs, weapons, prisoners, young girls – and looting the destroyed cities for scrap metal, copper, steel, and anything of value. Like in all war, the only ones left are a few extremely rich individuals and many extremely poor people. Everyone in between has been wiped out. Yes, the war economy is alive and well, and this war will last as long as that remains the case.”
The insights that Levin offers throughout this book – and what I just quoted is but one example of the level of knowledge that he brings forth about of what is really going on in Syria – may differ from commonly accepted wisdom about what has happened in Syria of late. Yet, Levin’s profound understanding of the Middle East left me with only one conclusion about the Arab world: It is a cruel jungle, often surrounded by a façade of material wealth that only disguises the fact that it is thoroughly tribal in nature – and an extremely dangerous world in which to set foot.
Lucky for the Israelis who are now establishing connections throughout much of the region – they know what they’re getting into. They’ve been operating in what is probably the most dangerous neighbourhood in the world for a very long time. I’m sure that Israel has a lot of Daniel Levins around who know how to negotiate their way through the metaphorical landmines into which Israel is now stepping.
“Proof of Life” is set to be released to the public in May 2021.
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:
- remains entirely within the margins (edges) of the organ
- reaches the margins.
- moves beyond the margin and invades the surrounding tissues.
- 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. - Treatment options exist.
- Actions are feasible – the patient resides where the technology, talent, and treatments (medications) are available.
- 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.
Features
Seeking gangsters, must speak Yiddish: Bringing the Hasidic underworld to life in ‘Caught Stealing’
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.
Features
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.
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.