Features
The late Rabbi Zalman Schachter’s time in Winnipeg recalled at lively evening hosted by Jewish Heritage Centre
(This article originally appeared in the Dec. 21, 2016 issue of The Jewish Post & News) By BERNIE BELLAN
It was billed as an evening that would be devoted to “Rabbi Zalman Schachter and the Winnipeg origins of the Jewish Renewal Movement”.
Like just about everything else associated with the late Rabbi Schachter (who died in 2014 at the age of 90), it was an evening not without controversy.
The Jewish Heritage Centre promoted the program, which was held Monday, Dec. 12, in the Multipurpose Room of the Asper Campus, as part of “its synagogue series connected with the Synagogues Exhibit at the Asper Campus.”
With the ever-clever Prof. Dan Stone serving as host, the audience of over 100 was treated to a series of reminiscences about Rabbi Schachter’s 19 years spent in Winnipeg (from 1956-75) – a time that paralleled the advent of the “New Age” movement, also a time during which the use of hallucinogenic drugs became highly popular among young people.
The evening featured three main speakers: Rabbi Alan Green, who was given his “smichah” by Rabbi Schachter; Prof. Justin Jaron Lewis, an expert on Hasidism and the organizer of an interview project centering around Rabbi Schachter’s time in Winnipeg; and Alexandra Granke, a graduate student at the University of Manitoba in the Department of Religion, whose Masters thesis dealt with the influence Winnipeg’s Jewish community had on Rabbi Schachter’s thinking.
There was also a contribution from Murray (Moish) Goldenberg, who was a protégé of Rabbi Schachter’s. Goldenberg read a poem devoted to the late rabbi’s memory.
Following the speakers’ presentations, Dan Stone invited anyone in the audience who wanted to tell of their own experience with Rabbi Schachter to speak up. One by one individuals told stories about how Rabbi Schachter touched their lives.
Lest anyone reading this think that the evening was nothing more than a love-in for Rabbi Schachter, however, there were some negative notes struck as well. Although he was undoubtedly a man of great charisma, Zalman Schachter had his detractors. Two themes mentioned several times, both by the featured speakers and audience members, coursed through recollections of his time spent in Winnipeg: his faithlessness when it came to his relationships with women, and his overt championing of drug use.
Following is an account of some of what was said:
Rabbi Green who, Dan Stone told the audience, will be leaving Winnipeg in 2018 to move to Fairfield, Iowa – the centre of transcendental meditation, described first meeting Rabbi Schachter in Los Angeles in the 1970s.
In time, Green became a devout follower of Rabbi Schachter’s, culminating in his receiving his smichah from Rabbi Schachter in Philadelphia, where he found the rabbi “surrounded by a bunch of old hippies” – some of whom “were leaders of the New Left in the 1960s.”
“My first class with him,” Rabbi Green said, “was kind of a Sinai movement for me. It literally took my breath away.”
Rabbi Schachter had a multitude of interests, including “Jewish mysticism, humanism, and modern psychology” among others, noted Rabbi Green. As well, “he was fluent in many languages.”
What impressed Rabbi Green quite deeply, he said, was how Rabbi Schachter “brought together Judaism and Indian mysticism”.
“How often we let fear get in the way of Jewish mysticism,” Rabbi Green said Rabbi Schachter once told him.
Turning to the subject of the Jewish Renewal Movement and Rabbi Schachter’s central role in that movement, Rabbi Green observed that “there are now hundreds of Jewish Renewal rabbis – most of them ordained by Rabbi Schachter.”
It was in Winnipeg, Rabbi Green noted, that Rabbi Schachter “created the first rainbow talit”. It was also here that “the interface between psychedelic drugs and spiritual practice” first took root among Rabbi Schachter and his many followers.
Rabbi Green commented, however, “that I always found this phase of Rabbi Schachter’s life to be somewhat embarrassing”.
Following Rabbi Green’s presentation, Justin Jaron Lewis took the podium to offer some observations about Rabbi Schachter’s time in Winnipeg. Lewis noted that Rabbi Schachter’s own autobiography has relatively little to say about the time he spent here, even though it was a fairly lengthy period. As well, the Wikipedia article about the rabbi barely mentions his time spent in Winnipeg, Lewis also observed.
It was partly because of that vacuum, Lewis explained that, at the behest of his colleague in the Judaic Studies program at the University of Manitoba, Ben Baader, Lewis embarked upon the creation of an oral history project devoted to gathering “memories of Rabbi Schachter during his Winnipeg years.”
With contributions from 28 different individuals, all of whom whose lives were touched by Rabbi Schachter at some point during his time spent in Winnipeg – as the director of Hillel, as the representative of the Lubavitcher Rebbe, as a Professor of Religion, and in the many other roles he played, interviews were gathered. Those interviews now reside in a collection put together at the University of Colorado in Boulder (where Rabbi Schachter spent the final years of his life).
(If you would like to listen to any of those interviews simply Google “Winnipeg Jewish renewal”. According to Lewis, however, some of those interviews are not entirely positive in the impressions some interviewees had of Rabbi Schachter.)
The fact that Winnipeg seems to have been almost deliberately obscured in any writing, either by Rabbi Schachter himself or others writing about him, is somewhat of a puzzle for Lewis. After all, he observed, it was here that Rabbi Schachter “began the chaotic and colourful phase of Judaism that became so important in his later years.”
Perhaps it was the shroud of controversy that surrounded him while he was here that led to Rabbi Schachter’s downplaying the time he spent here but, as Lewis suggested, “over time the world has forgiven him even though he left Winnipeg under a cloud”.
It was left to Alexandra Granke to fill in some of the blanks that others have found when it comes to knowing more about the time Rabbi Schacter spent here.
As Granke explained, she was “the first person to have listened to all 28 interviews about Rabbi Schachter” that Winnipeggers gave. (By the way, if you have something you’d like to tell about Rabbi Schachter, you can still get in touch with Justin Jaron Lewis, who said he would love to hear from anyone else who might have something to contribute to the oral history project. He can be reached at Justin_Lewis@umanitoba.ca .)
In analyzing Rabbi Schachter’s often controversial stay in Winnipeg, Granke observed that “there was an air of inevitability about Rabbi Schachter’s break with the Lubavitch movement.”
Granke referred to an interview given by Abe Anhang, who talked about Rabbi Schachter’s use of LSD as the reason for his departure from the Chabad movement.
“His use of LSD runs through many of the other interviews,” Granke noted. Yet, she was “surprised by the relative nonchalance of many of the interviewees” toward Rabbi Schachter’s prolific drug use.
In fact, one interviewee mentioned how she was first introduced to “weed, mescaline, and cocaine” by Rabbi Schachter.
Rather than simply dwell on this aspect of Rabbi Schachter’s life though, Granke observed that many interviewees spoke of how he “opened up his group of followers to a different understanding of Judaism.”
“Doing drugs for him was not something fun,’ Granke noted. Rather, “for him it was about a way to reach a higher level of spirituality.”
Turning to yet another oft-criticized component of his life, Granke did refer to Rabbi Schachter’s having “fathered ten children with a variety of women.”
Yet, despite his somewhat notorious reputation, Granke suggested that others “were willing to overlook his lapses in moral judgment because he was so accepting of others.”
Although Reb Zalman, as he came to be known affectionately by his devoted followers, may have “been the opposite of what was expected of rabbis in Winnipeg,” his “dedication to people” is what seems to have been the mark that he left most often upon others.
“Reb Zalman always had time for others,” was a common refrain through the interviews, Granke said.
As one interviewee suggested, Rabbi Schachter’s form of spirituality, which he formulated while he was in Winnipeg, was “Buddhist chakra meeting Jewish sphirot”.
“He was a Jewish practitioner in a universal soul,” said one interviewee.
Granke referred to the interview given by Len Udow, who suggested that the pain of Rabbi Schachter’s wartime experience (when he fled first from Vichy France, then to Belgium, where he was “one step ahead of the Gestapo”) dissipated during moments in which he was engaged in prayer. “It was as if all the pain of the war was dispelled by the sudden connection with his many ancestors.”
Murray Goldenberg mentioned Rabbi Schachter’s having taught him the blessing for marijuana: “shehakol neheyeh b’dvaro” (who brings about everything by his word).
Yet, as I noted earlier, not everyone was so rosy-hued in their memories of Rabbi Schachter. David Wilder suggested that “the reason he (Rabbi Schachter) doesn’t mention Winnipeg in his writings is because of his situation with his family. His kids didn’t speak to him,” Wilder said (because of their father’s having left their mother to take up with the daughter of a well-known Winnipeg radio announcer).
Justin Jaron Lewis did say though, that “the kids reconciled with him at the end.”
As audience members after audience member spoke up to recall their own experience of Rabbi Schachter, it was easy to understand the enormous impact that this man had on so many Winnipeggers. As Jerry Cohen said, “There was no greater influence on my life Jewishly than Reb Zalman. He was a great influence to many of us in those early years in Winnipeg.”
#1 Mr. — Ernest Seinfeld 2017-07-09 11:15
This is the first time I am reading about this rabbi. I also read an article about him today in the Jerusalem Post and made the following comment:
“I remember Rabbi Schaechter as a fellow student in Vienna at the Sperlgymnasium (high school, the same Sigmund Freud atttended) in 1937.
In Austria classes in one’s religion were mandatory.
He kept trying to upstage our religion teacher by frequent interrupting him with “Raschi said”.
The rest of the students who had no idea of the teaching of Raschi and hardly were even aware of this great Talmud scholar, after a while gave him the nickname ‘Raschi’. The teacher obviously did not enjoy these interruptions but remained quiet and polite.
Ernest Seinfeld
es893columbia.edu”
I attended three years with him in the same classes. He sat always in the first row and tried to ‘shine’. He craved for attention, a trait his fellow students did not exactly find appealing.
In our January 18, 2017 issue we also printed this letter from members of Rabbi Schachter’s family, in response to the original article:
Response to article on Reb Zalman Schachter
We are the widow and children of Reb Zalman Schachhter-Shalomi, z”l. We want to recognize the initiative of the Jewish Heritage Center in convening a public forum honoring our father and Winnipeg origins of the Jewish Renewal Movement. While none of us live in Winnipeg any longer, we treasure the time that the family had in Winnipeg and are sorry that we were unable to be present for this forum. Had we been present, we would have contributed to this retrospective in the following ways.
- The article “The late Rabbi Zalman Schachter’s Time in Winnipeg Recalled at Lively Evening Hosted by Jewish Heritage Centre” misstated the tone of his family situation. Our father was wholehearted in his relationship with his wives and children. His marriage breakdowns were certainly not caused by lapses in moral judgment. Divorce almost always is difficult for the marital partners and children. In the case of Reb Zalman and Feigle, the decision to end their marriage was understandable as, much earlier, they recognized that their relationship was unsustainable. They had drifted apart as a result of the differences in their spiritual visions and only intentionally stayed together until their youngest child reached her Bat Mitzvah so that she would have the capacity to deal with family breakdown. None of the children harbor any resentment to children from other mothers. It is a testament to Reb Zalman’s love for his children, and our love for him, the that we are all in touch with one another to share each other’s joy and provide support in times of need.
- There is an element of physical harshness in the name Schachter, which has its origins in Shochet (slaughterer). Reb Zalman was someone who was deeply concerned with the increase in violent conflict in the world. He adopted a typical Jewish response to his concerns by adding a name that would bring to our consciousness the need to pursue peace, Shalom. For many years now, he has been known and called Rabbi Zalman Schachter-Shalomi.
- The relatively limited material in the University of Colorado archives on Jewish Renewal on Reb Zalman’s time in Winnipeg is not based in any way on any deliberate action on his part or because of an alleged cloud causing him to leave the city. Reb Zalman moved to Philadelphia because it had a larger Jewish community and was closer to other large Jewish centers in North America. Reb Zalman had begun providing rabbinic training in Winnipeg, but few students were willing to come to Winnipeg to study. The move to the east coast enabled many more students to access his training and become rabbis. As for the gap in current literature concerning Reb Zalman’s time in Winnipeg, we applaud Professor Lewis’s initiative in collecting oral histories to be added to the archive at the University of Colorado. Regarding the claim that Reb Zalman ignored Winnipeg in his autobiography, it should be noted that 97 pages of the 186 page “My life in Jewish Renewal,” (aside from the Appendices), are devoted to years living in Winnipeg. It is crucial to note, however, that much that happened during this period took place during his numerous travels outside Winnipeg.
We are aware that some of his views and activities were challenged by some elements of the Winnipeg Jewish community. Reb Zalman, as we all are, was human. However, for those who focused their comments at the forum on his imperfections, we wonder what standard they were holding him to. On the first Shabbat of the secular year We read Parshat Va’yigash. The story of our ancestor Ya’acov is drawing to a close. Yes, Ya’acov had issues with his wives, with his children, and with neighbors in the broader community. Those flaws, however, are not the major part of his remembrance. We remember him as a Jewish ancestor whose legacy was that all Jews now are known under Ya’acov’s second name, Yisrae. We are all B’nai Yisrael.
We, his widow, his daughters and sons, his grandchildren and great-grandchildren, all feel that we have been blessed by being the spouse and offspring of one of the 21 century’s greatest rabbis. Each of us, in our own way, is seeking to continue the contribution to society that he has made. May our actions and the actions of Winnipeg Jewry give our father’s neshama an aliyah!
Blessings,The Widow and all the children of Rabbi Schachter-Shalomi
Eve, Miriam, Rabbi Shalom, Josef, Yale, Chana Tina, Jonathan, Lisa, Shalvi, Rabbi Shlomo Barya, Yotam & Rossi
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.