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Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
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Fire at Postville, Iowa, kosher meat processing plant shuts down production ahead of the High Holidays
(JTA) — A major fire at one of the largest kosher meat processing plants in the United States is poised to increase the price of kosher meat ahead of the High Holidays, in addition to devastating the plant’s local community.
Investigators in Postville, Iowa, said on Wednesday that the fire that devastated AgriStar Processing started accidentally in the facility’s laundry room. The fire, which began on Tuesday, destroyed at least 75% of the plant and has put more than 600 people out of work, Fire Chief Jeff Bohr told the local TV network KCRG.
The fire has also interrupted a linchpin of kosher meat production, according to OU Kosher, the oversight agency run by the Orthodox Union.
“The damaged facility means a significant portion of kosher beef and chicken slaughtered and sold in the US will not enter the kosher supply chain,” Rabbi Moshe Elefant, the organization’s CEO, said in a statement on Wednesday. “Kosher consumers will feel the impact of the tightening supply with reduction of availability.”
Elefant said OU Kosher was working to “find solutions for ramping up production at other plants” while warning that the crisis could fuel bad actors.
“Unfortunately, when supply is limited, it creates opportunity for unscrupulous individuals who seek to make money by preying on the well-meaning Kosher observant public,” he wrote.
Jarad Bernstein, the executive director of the Jewish Federation of Greater Des Moines, said the fire represented “a terrible situation” in an email to the Jewish Telegraphic Agency.
“The impact on the local community and the business will be large,” he said.
The fire is not the first time that a crisis at AgriStar has sent the community into a tailspin. In 2008, a federal immigration raid at the plant, then known as Agriprocessors, netted the arrest of hundreds of workers and led to the arrest and conviction of the company’s longtime CEO Sholom Rubashkin on 86 counts of bank fraud, mail fraud and money laundering. It also led most of Postville’s Jewish residents to leave the town, which had developed as an unusual stronghold of Orthodox life in eastern Iowa.
Saying that “many people” believed Rubashkin’s 27-year prison sentence had been excessive, President Donald Trump commuted Rubashkin’s sentence in 2017. Rubashkin’s conviction stands.
Canadian Jewish billionaire Hershy Friedman purchased Agriprocessors and reopened it as Agri-Star. He told JTA in 2016 that he had done so after being urged by Jewish leaders to ensure competition in the kosher meat processing industry.
“It wasn’t done for financial purposes; it was done to really cater to the Jewish community,” he said about the purchase. “During the time Rubashkin was closed, the price of beef roughly doubled. After we acquired it, it came right back down.”
Friedman also said he had shored up the company’s employment practices, which had run afoul of the law, and made improvements to the slaughter process that had made Agriprocessors a target of animal rights activists.
Agri-Star said in a statement on Wednesday that it appreciated the first responders who “worked tirelessly and selflessly to protect lives and contain the fire” and the employees who had shown “inspiring” care for each other. It also indicated that it did not yet know the future of the plant.
“We understand there are many questions about what comes next,” Agri-Star wrote on social media. “While we are still gathering information and evaluating our short-term plans, we are committed to sharing verified updates as soon as they become available. We appreciate your patience as we work through this process thoughtfully and responsibly.”
This article originally appeared on JTA.org.
The post Fire at Postville, Iowa, kosher meat processing plant shuts down production ahead of the High Holidays appeared first on The Forward.
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California law on antisemitism in schools will be enforced after free speech challenge is defeated
(JTA) — A California law to prevent antisemitism in schools will be enforced after a federal judge dismissed a challenge from teachers and students who said it violated free speech.
U.S. District Judge Noël Wise on Tuesday ruled against a lawsuit opposing Assembly Bill 715, which went into effect in January. The new law introduces measures to curb the “widespread surge in antisemitic discrimination, harassment, and bullying” faced by “Jewish and Israeli American pupils across California.”
As part of the law, California is establishing an Office of Civil Rights with a new statewide antisemitism prevention coordinator for public schools, who has not yet been appointed. The law mandates teachers to provide “factually accurate” instruction rather than “advocacy, personal opinion, bias, or partisanship.” It requires local educational agencies to take action if they find that instruction or school-sponsored materials are discriminatory.
A group of teachers, students and the American-Arab Anti-Discrimination Committee filed a challenge in November. They said the law was unconstitutionally vague, chilled speech in the classroom about Palestinians and discriminated against Palestinian, Arab and Muslim students and perspectives.
Wise said it was too soon to consider these claims, given the uncertainties still surrounding the new Office of Civil Rights, its leadership and how it will define and respond to antisemitism. She also said that teachers and students did not provide sufficient evidence of infringements on free speech, and teachers could not claim speech rights on the job.
“Teacher Plaintiffs are not acting as private citizens and therefore do not have First Amendment rights while teaching,” Wise said in her ruling.
She also dismissed the claim that the law would discriminate against non-Jewish students. “The existence of an Antisemitism Coordinator does not change the Office’s overarching purpose to stop discrimination generally; it merely reflects the State’s decision to accord specific funds to a specific problem,” she said.
Malak Afaneh, a staff attorney at ADC, said the group was reviewing the court’s decision and considering its options.
“AB 715 has already caused educators to alter the way they teach out of fear that classroom discussions or activities could trigger complaints or investigations,” Afaneh said in a statement. “When teachers feel compelled to abandon cultural identity projects or avoid discussions about Palestine, it is students who are denied the opportunity to engage with diverse ideas and perspectives.”
The Jewish Community Relations Council of San Francisco celebrated Wise’s decision as “great news.”
“This ruling, and the fact that the case has been dismissed with prejudice, affirms that AB 715 is a strong, legitimate approach to protecting Jewish students — and all students — against harassment and discrimination,” the group said.
This article originally appeared on JTA.org.
The post California law on antisemitism in schools will be enforced after free speech challenge is defeated appeared first on The Forward.
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The El-Sayed effect: How Jews and Israel are factoring into Michigan’s other primary races
(JTA) — DETROIT — The intra-party debate over Israel that has dominated Michigan’s Democratic U.S. Senate primary is reverberating further down the ballot throughout the state.
Progressive former county health official Abdul El-Sayed’s bid to lead a swing state as an avowedly pro-Palestinian senator is being mirrored on a micro scale in Michigan’s 7th District — one of the nation’s most hotly contested congressional seats. In addition to endorsing a candidate there, El-Sayed and his movement have also taken aim at a Detroit-area incumbent who has belatedly embraced a pro-Israel platform, while a key architect of the 2024 “Uncommitted” movement is also running for local office.
In contrast, a young Jewish candidate hopes to pick up the mantle of El-Sayed’s rival in the Senate race, centrist U.S. Rep. Haley Stevens — and buck a growing national trend of Democrats turning away from supporting Israel. Jewish Democrats in the state, many of whom are drifting away from the party as a result of the discourse around the primary, are watching closely.
Here’s what you need to know about how Israel and Jewish issues are affecting other races in Michigan’s primary on Tuesday.
A swing district Dems hope to flip is dragged into the Israel debate
In Michigan’s 7th District, William Lawrence, a former climate activist who has called for an end to all military aid to Israel, is challenging two centrist Democrats for the party’s nomination.
The district, which stretches from the state capitol in Lansing into the Detroit exurbs and encompasses Michigan State University, is currently represented by a Republican. But Democrats are eyeing it as a promising pickup; the seat was previously held by Jewish Democrat Elissa Slotkin, who won her Senate election in 2024 even as Donald Trump won the state.
Lawrence’s campaign, though, is far from Slotkin’s staunchly moderate playbook. Lawrence recently rallied with El-Sayed, independent Vermont Sen. Bernie Sanders, and New York Rep. Alexandria Ocasio-Cortez in Lansing, where he called to “stop arming Israel and bring our money home to invest in housing and social security.”
Both of his major primary opponents, former U.S. Ambassador to Ukraine Bridget Brink and former Navy SEAL and Obama military aide Matt Maasdam, declined to refer to Israel’s conduct in Gaza as a genocide at a candidate forum, while Lawrence did. Recent polling from two Brink-sponsored firms shows Brink in the lead, while an April poll from the Lawrence-aligned Data For Progress puts him ahead by 6 points. Lawrence’s hopes for the nomination likely rest on Brink and Maasdam splitting the establishment vote.
As with many progressives running this cycle, opposition to Israel makes up a key part of Lawrence’s pitch — which his campaign feels confident about, despite the purple political makeup of the district.
“There is broad support for ending military support to human rights abusers and bringing that money home to fund good jobs, housing, and healthcare here at home,” his campaign told the Jewish Telegraphic Agency in an emailed statement responding to a list of questions about his positions on Israel.
Lawrence was a co-founder of the influential climate activist group Sunrise Movement, which has experienced infighting over pro-Palestinian advocacy. His rhetoric on Israel also played a role in the biggest scandal of his campaign to date. Comments he made on a 2024 podcast disparaging Black Democratic leaders as “a pillar, frankly, for establishment, capitalist, imperialist American power” that “defangs the white left” resurfaced shortly before his big-ticket rally earlier this month.
The Congressional Black Caucus condemned his remarks and called on his supporters to “withdraw their support.” In a subsequent statement, Lawrence said he had been referencing “my horror at the genocide in Gaza” and talking about working “to organize Black Americans against the genocide.” (Though she appeared at the Lansing rally with him, Ocasio-Cortez has declined to endorse Lawrence.)
Fewer than 10,000 Jews live in the greater Lansing area, out of a total population of 479,000, according to a 2021 population report from Brandeis University. Local Jewish institutions have expressed alarm about El-Sayed’s movement: When the candidate brought left-wing streamer Hasan Piker to MSU’s campus for a rally earlier this year, the university’s Hillel issued a statement saying it was “deeply troubled” by the appearance of what it called a “known antisemite.”
Asked by JTA about the safety of his Jewish would-be constituents, Lawrence’s campaign responded, “Will takes Jewish safety extremely seriously and stands firmly against anti-semetisim [sic] which is unfortunately on the rise across the political spectrum.” The Brink and Maasdam campaigns did not respond to JTA requests for comment.
After moving from DSA to pro-Israel, this Detroit congressman is fighting to keep his seat
Why is a Detroit-area race between two non-Jews, in a district with few Jews, also pivoting on Israel? The answer reveals the state of intra-left politics today.
In Michigan’s 13th District, encompassing much of Detroit and its western suburbs, state Rep. Donavan McKinney is challenging incumbent U.S. Rep. Shri Thanedar for the Democratic nomination. A member of the Democratic Socialists of America who has been endorsed by, and campaigned with, El-Sayed and national pro-Palestinian figures, McKinney’s campaign literature champions a focus on “kitchen-table issues,” including public health in Detroit.
Yet his website’s major policies also include a large section labeled “Palestine,” in which he pledges to end military aid to Israel and calls on Israel to “release all Palestinians who have been detained.”
A Black politician running against an Indian-American incumbent in a majority-Black district, McKinney has also made racial representation a central factor to his campaign, twinning Black identity with the pro-Palestinian cause as a growing number of other local activists have also done.
McKinney’s embrace of the issue could play particularly well in his race against Thanedar, who has — unusually — ventured from the left to the center on Israel. A businessman and failed gubernatorial candidate (he and El-Sayed both lost the Democratic primary to Gretchen Whitmer in 2018), Thanedar was initially a DSA member himself. As a state legislator in 2021, he co-sponsored legislation calling for an end to U.S. military support of Israel.
He abruptly changed course during his 2022 congressional run, in a redrawn district formerly held by Palestinian-American Rep. Rashida Tlaib. Thanedar then expressed more pro-Israel views on the campaign trail even as pro-Israel lobbyists AIPAC endorsed an opponent. (He largely self-financed his successful congressional run.)
Once in Congress, Thanedar took an AIPAC-sponsored trip to Israel and shifted his views to become a staunch pro-Israel advocate. After the Oct. 7, 2023, Hamas attack on Israel, he renounced his DSA membership, citing a New York rally hosted by the group praising the attacks that he called “hate-filled and antisemitic.”
“I see this as the biggest murdering of Jews since the Holocaust,” Thanedar told the Michigan Advance, of the attacks, also publicly criticizing Tlaib for her own response. AIPAC, once his enemy, spent more than $2 million on his 2024 reelection campaign, according to federal disclosures. The lobbyists are fundraising for Thanedar again this cycle, though the latest reported federal elections data indicate that AIPAC-aligned spending for him has been a tiny fraction of the millions it has spent in other races.
The battle looks to be bruising. Polling is scant, but a progressive-aligned poll earlier this month had Thanedar a narrow 4 points up. On Monday a handful of Congressional Black Caucus members, breaking with House Minority Leader Hakeem Jeffries, endorsed McKinney — a rare measure to take against an incumbent. The caucus’s McKinney backers include Reps. Ilhan Omar of Minnesota and Summer Lee of Pennsylvania, both hardline Israel critics.
Neither McKinney’s nor Thanedar’s campaigns responded to JTA requests for comment for this article.
A young Jewish LGBTQ legislator may pick up Stevens’ pro-Israel torch
As Jewish Democrats in Oakland County, the affluent, heavily Jewish Detroit suburbs, have bemoaned the state-level Democratic tilt toward anti-Israel rhetoric, many are clinging to a silver lining: state Sen. Jeremy Moss, who is bidding for Stevens’ congressional seat in the 11th District.
Moss, a Jewish and pro-Israel candidate, has a campaign platform of standard liberal issues including gun safety, cost of living and LGBTQ rights (Moss is gay). He has been endorsed by many of the state’s leading Democrats. And while his campaign website platform doesn’t mention Israel or antisemitism, he has angrily denounced antisemitism in both parties.
“The overwhelming majority of Jews believe in a place of refuge in a Jewish homeland. But if you even mention how woven the Jewish religion is with Jewish sovereignty in Israel, today you get called a ‘colonizer,’ a ‘racist,’” Moss said in a 2024 speech from the state Senate floor. “‘Zionist’ is now being weaponized as a slur, and it is infuriating that the same people who will say that also post ‘Happy Passover’ to all who are observing without acknowledging what we’re actually observing.”
Moss called out antisemitism on the left again after the attack on Temple Israel in West Bloomfield earlier this year. Following the state Democratic convention in Detroit, at which a lawyer for pro-Palestinian encampments who had a social media history of praising Hezbollah received the party’s nomination for the University of Michigan board of regents, Moss called the nomination “unacceptable” and said he would refuse to vote for the nominee. Moss’s campaign did not return a JTA request for comment for this story.
Many Jews in the district who back Stevens also have high praise for Moss — though AIPAC, which has broken campaign records in spending for Stevens’ Senate race, has spent minimally for Moss, according to the latest federal elections data. Democratic Majority for Israel made a small donation to his campaign, as have former AIPAC leaders.
Moss probably doesn’t need their support: He has a strong likelihood of prevailing in the primary. Though polling in the district is scant, he dwarfs his competitors in fundraising and name recognition. Some pro-Palestinian progressives, including California U.S. Rep. Ro Khanna, have backed Aisha Farooqi, an attorney who has called to halt military aid to Israel. Her campaign, though, hasn’t caught on with El-Sayed’s supporters on the level of Lawrence’s or McKinney’s. Another fringe candidate, Don Ufford, launched a website called “AIPAC Jeremy Moss” in a bid to target the presumptive frontrunner.
Should Moss prevail in the primary and in the general election, he would return the heavily Jewish district to Jewish representation for the first time since former U.S. Rep. Andy Levin lost his 2022 reelection bid to Stevens — in a redistricted primary that saw AIPAC backing Stevens. Levin, a progressive, is backing El-Sayed in the Senate race.
An ‘Uncommitted’ founder returns … with big-ticket Democratic support
Further down the ballot, a key architect of Michigan’s 2024 “Uncommitted” movement designed to pressure Democrats on Israel is running for state Senate — as a Democrat.
Abbas Alawieh, a Lebanese-American former legislative staffer for both Levin and Tlaib, is making a bid for local office after becoming a national name for his role in pushing Democrats to vote “Uncommitted” over former President Joe Biden in the 2024 state primary ballot. The movement, which began as Listen to Michigan, was based largely on dissatisfaction with Biden’s support of Israel’s war in Gaza.
It attracted a groundswell of support — including from some Jews — and spread to other states, crystallizing a lack of enthusiasm for Biden that built to him stepping off the presidential ticket. Alawieh emerged again as a thorn in the party’s side during that year’s Democratic National Convention, when he and other “Uncommitted” delegates unsuccessfully lobbied to place a Palestinian speaker on the agenda.
As he now emerges as a party hopeful, Alawieh is mending some surprising fences in the establishment. This month he secured the endorsement of Michigan Gov. Gretchen Whitmer, and recently sat down for a meeting with former Vice President Kamala Harris — who lost Michigan in her 2024 presidential run, which many analysts chalked up at least in part to “Uncommitted.” (Alawieh himself has said he voted for Harris, though not all of his movement’s co-founders did.)
The former VP “initiated” the meeting after months of phone calls, Alawieh said in a statement, adding that he had urged her to oppose “the Israeli military’s genocide in Gaza” and “ethnic cleansing” in Lebanon.
Alawieh says he doesn’t expect Israel to be a major part of his focus in the state Senate. Still, he recently told the Michigan Advance, “The party was undoubtedly wrong about Gaza in 2024.” His campaign did not respond to a JTA request for comment.
He is running in a district that includes Dearborn, which has a large Arab and Muslim population. Alawieh isn’t the only “Uncommitted”-adjacent figure running for office this primary cycle: In Wisconsin, Francesca Hong, who helped lead the parallel “Uninstructed” movement, has a plausible path to victory in her gubernatorial primary.
This article originally appeared on JTA.org.
The post The El-Sayed effect: How Jews and Israel are factoring into Michigan’s other primary races appeared first on The Forward.

