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How Jewish leaders tried — and failed — to keep a Farrakhan follower off a Florida city council
(JTA) – When Brother John Muhammad emerged this fall as the leading candidate for a vacant city council seat in St. Petersburg, Florida, local Jews were distressed.
Muhammad is well known in the city as the president of a local neighborhood association and as a frequent advocate for minority groups. But Jewish leaders learned that he was also a follower of Louis Farrakhan, the Nation of Islam leader who has a long history of antisemitism, and that he had made comments dismissing concerns about Farrakhan’s record.
Jewish leaders tried to stave off Muhammad’s appointment, pushing for more extensive vetting of the seven candidates and, in the case of the local Holocaust museum, actively lobbying against him. But the council confirmed him in a 4-3 vote, leaving local Jews frustrated — before they considered ways to make the situation a learning experience for their city.
“When I see a situation like this, it screams ‘opportunity’ to me,” Michael Igel, chair of the Florida Holocaust Museum, located in St. Petersburg, told the Jewish Telegraphic Agency.
The saga playing out in St. Petersburg, Florida’s fifth-largest city, unfolded during the same period that a handful of Black celebrities, including Kanye West and Kyrie Irving, first became enmeshed in controversy over their own antisemitic comments and social media posts. The coincidence meant a dicey environment for broaching a conversation about the antisemitism of the Nation of Islam, whose rhetoric disparaging Jews overlaps with that of Hebrew Israelites, the ideology that Irving promoted by sharing a link to an antisemitic film.
It also turned St. Petersburg into a window for understanding how ties forged between Jewish groups and others can be tested.
Local Jewish leaders initially sought to stop Muhammad from gaining the city council seat, which was vacated after its previous holder resigned following redistricting and accusations she no longer lived in her district. They learned about Muhammad’s city council application only a week before the council’s vote, leaving them with little time to mobilize. The information came from a political rival of Muhammad, former mayoral candidate Vince Nowicki, who shared information about Muhammad’s Nation of Islam affiliation with local Jewish groups.
Nowicki also shared a comment Muhammad had made about Jews in a 2016 video in which Muhammad interviewed local Black LGBTQ activists. In the video titled “A Conversation About Growing Up Black And LGBT,” which JTA viewed, Muhammad said, “Minister Farrakhan got accused of being antisemitic for a long time because he pointed out and made some corrections about the activity of Jews. And anybody who says anything critical of the Jewish community is labeled as being antisemitic. Good, bad, right or wrong, it doesn’t matter what you say. If you criticize them that’s what you are.”
He continued, saying, “And I’m finding that it happens when you are critical of the gay community, when you say anything critical or anything that doesn’t align with that ideology, now all of a sudden you’re homophobic.” Muhammad’s comments about gay people received some light but friendly pushback from his interview guests.
Muhammad did not reply to multiple requests for comment by JTA, including to questions emailed to him at his request. He said during a public meeting ahead of the council vote that he thought scrutiny of him by Jewish groups had been unfair.
To Jewish leaders, the comments in the video coupled with Muhammad’s Nation of Islam affiliation were clear signs that he should not be appointed to the city council.
“I would sure hope that being antisemitic would be a red line, that you could not be a candidate,” said Rabbi Philip Weintraub of Congregation B’nai Israel, a Conservative synagogue in the city.
Jewish leaders began to take action, issuing statements and launching a letter-writing campaign to the council. They felt so much urgency that some even conducted business on Simchat Torah, a Jewish holiday when Jewish organizations typically pause their activities in accordance with Jewish law.
As a nonprofit, the local federation was constrained in how it could weigh in. Since it could not endorse or oppose specific candidates, it instead pushed for every candidate to be “properly vetted” and informed council members about Muhammad’s affiliations and past comments, according to Maxine Kaufman, executive director of the Jewish Federation of Florida’s Gulf Coast. She said the efforts did not have their intended effect.
“I don’t think anybody said, ‘Well, who is this Farrakhan, what does he stand for?’” Kaufman said. “I don’t think enough was done, personally.”
The entrance to the Florida Holocaust Museum in St. Petersburg, Nov. 27, 2016. (Jeffrey Greenberg/Universal Images Group via Getty Images)
The Florida Holocaust Museum took another approach, circulating information about Muhammad to the wider community, along with a statement opposing the candidacy of anyone who would support Farrakhan’s antisemitism. Their goal, Igel said, was to educate the community about the severity of these views.
“There’s nothing else to talk about when somebody is supporting Louis Farrakhan,” Igel told JTA. “Particularly when you are seeking a position representative of a city, particularly one like St. Petersburg that is so known for its inclusivity and its openness.”
Igel praised some members of the city council who asked Muhammad pointed questions about his views at the vote, giving him the opportunity to refute Farrakhan’s comments about Jews. One council member who voted against Muhammad, Lisset Hanewicz, said her stepfather is Jewish and read Farrakhan’s past antisemitic statements into the record, saying, “I think people need to understand why a certain part of this community is upset.”
Igel acknowledged that getting involved in a city council appointment was an unusual move for a Holocaust museum. He said museum leaders had held a meeting beforehand to determine how to proceed but made a decision fairly quickly to weigh in.
“In this case, we don’t consider this to be a matter of politics,” Igel said. “This is a matter of morality. And this is what we teach.” If the candidate had been a white supremacist, Igel said, “that person would have been disqualified out of the gate.”
The Anti-Defamation League and Southern Poverty Law Center, two hate watchdogs, define the Nation of Islam as a group that propagates antisemitism and other forms of bigotry, not a religion. Founded in 1930 by Wallace Fard Muhammad, the Black nationalist group is not the same as traditional Islam and is rejected by most Muslim clerics; it entered mainstream prominence in the 1960s after civil rights leader Malcolm X and boxer Muhammad Ali publicly joined the movement. (Both later left the group, with Malcolm X publicly denouncing its leadership; he was assassinated shortly after, and two Nation of Islam members who were wrongfully convicted of his murder recently received a large settlement from New York City.)
The Nation of Islam entered its current era after Farrakhan took over the group in 1977. Now 89, he has used his platform to issue a steady stream of antisemitism, including calling Jews “wicked” and the “synagogue of Satan,” saying they have “wrapped your tentacles around the U.S. government,” and calling Hitler “a very great man.” Only a few years ago, the Women’s March progressive activist collective was nearly derailed over some of its founders’ associations with Farrakhan.
It is rare, but not unheard of, for public officials to have current or former associations with the Nation of Islam. Minnesota Attorney General Keith Ellison, a practicing Muslim, was dogged by accusations that he had formerly been a member of the group when he first ran for Congress in 2006; he apologized for his past associations with the group. Trayon White, a Washington, D.C. council member and onetime mayoral candidate who has spread antisemitic conspiracy theories, has donated to the group in the past. Former President George W. Bush once praised the group, and a photograph showing Barack Obama in the same room as Farrakhan was fodder for Obama’s critics during his presidential run.
Muhammad, who is referred to on the city council website as John Muhammad and whose legal name is John C. Malone, declined to condemn Farrakhan at the city council meeting.
“I am not willing to denounce the leader of my faith no more than a Catholic would be willing to denounce their pope,” he said.
Muhammad’s reaction to questions about Farrakhan particularly concerned the federation and other local Jewish groups. Kaufman told JTA she didn’t know whether Muhammad himself is antisemitic, but she said his refusal to disavow Farrakhan was alarming.
“I do have issue with his reverence of someone who is blatantly antisemitic, and he won’t disavow him, he won’t reject him,” she said, echoing the the federation’s official statement on the vote.
At the meeting, Muhammad did say that he had reached out to the Florida Holocaust Museum but had not heard back — and that he thought the museum’s criticism of him was unfair.
“What I found when we reached out to have dialogue with the Holocaust Museum director, they did not want to talk to me,” he said. “They wanted to evaluate and disqualify me based on the association that I have as an individual. I don’t think that that’s just.”
Muhammad also defended his record with Jews by claiming that they were among the “diversity of those who support me.” He added, “And if you look at those who oppose me, they’re coming from one particular group.”
Since the vote, a local Black newspaper condemned the scrutiny on Muhammad, calling it a “perusal into his faith practice.”
Igel said the museum had no record that Muhammad had reached out but encouraged him to come and learn more about the Holocaust and the nature of antisemitism. Stuart Berger, head of the local Jewish Community Relations Council, acknowledged at the city council meeting that Muhammad “has made himself available to us” at the federation, but that none of the federation staff “had been in direct contact with him.”
The federation’s involvement in Muhammad’s case became its own issue at the council vote, when the candidate referenced an email Berger had written to the county commissioner. In the email, Berger wrote that Muhammad’s vetting process had been “good enough for me!”
While Muhammad took the email as proof that the federation believed him to be fit for office, Berger and Kaufman maintain that it meant nothing of the sort. Berger had not been speaking on behalf of the federation, they say, and had not intended for his email to be shared publicly.
Now that Muhammad is on the council, attention has turned to building relationships with him. Kaufman has been meeting with individual city council members, and hopes to eventually meet with Muhammad himself. She also aims to have the federation make a presentation to the council about the dangers of antisemitism and push them to make a statement about it.
She doesn’t think it’s complicated. “I think hate’s hate,” she said. “Many different colors.”
Weintraub’s congregation is celebrating its 100th anniversary in March, and one of its congregants, Eric Lynn, is also involved in politics: he was the Democratic nominee for Florida’s 13th Congressional district in the midterms but lost his race to Republican Anna Paulina Luna, who said she was raised as a Messianic Jew and campaigned with far-right Rep. Marjorie Taylor Greene.
Weintraub himself is a member of an interfaith ministerial dialogue group with Black churches and says he’s “a professional optimist” when it comes to managing conflict between different communities. He sent JTA an episode of the public radio podcast “Hidden Brain” about how to keep conflict from spiraling, saying it “describes what I’ve tried to do.”
Since Muhammad was appointed, Weintraub has met with him; the pair had what Weintraub described as “a pleasant conversation.” The two talked about parenting and “shared traumas,” he said. They did not discuss Muhammad’s comments supporting Farrakhan, but the rabbi couldn’t help but think about him.
“I thought I was a termite, according to Farrakhan,” Weintraub said. In contrast, Muhammad “said I was a person, so that was nice.”
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California lawmakers pass bills to address antisemitism, deem ‘Jewish’ an ethnicity, and protect religious observance
(JTA) — California is poised to become the first state to deem “Jewish” an ethnic and racial identity, after lawmakers gave final approval to the groundbreaking legislation on Monday.
The SB 1387 bill, which would expand the definition of ethnicity “to include Jewish identity” in demographic data collection, will now head to the governor’s desk. If the legislation becomes law, state agency forms that allow for voluntary disclosures of ethnicity or race would also need to offer a “Jewish” option.
Both the State Assembly and Senate granted final approval to the bill in the last few hours of California’s 2026 legislative session, which concludes at the end of the day on Monday. Gov. Gavin Newsom, a Democrat, has until Sept. 30 to sign bills into laws or veto them.
The SB 1387 ethnicity legislation has been a priority among many California Jewish organizations, who argue that Jewish peoplehood should be connected to much more than just religion — and that the law should reflect that understanding.
This bill, which would take effect in 2030, would affect forms issued by agencies ranging from public schools to unemployment offices to prisons. Data collected would serve to inform research initiatives, identify disparities and guide policy decisions, while banning the disclosure of personal information, per the bill.
Joining SB 1387 in heading to the governor’s desk are five other bills that are relevant to the state’s 1.2 million Jews and that had the support of the Jewish California coalition.
On Sunday, the legislature passed AB 1853, a bill that bars threatening false and misleading information from California voter guides. Jewish California, which represents 43 organizations, praised the legislation’s advancement, stressing that 54 Jewish groups voiced their support for the bill within 48 hours of its introduction.
“Hate speech does not belong in a state-approved document paid by tax dollars,” David Bocarsly, CEO of Jewish California, said in a statement.
“AB 1853 boldly declares that our state’s official election documents can’t be used to spread conspiracy theories and bigotry,” added Bocarsly, whose coalition was not only a sponsor of this bill but also of SB 1387.
Also on Sunday, lawmakers approved AB 2664, the Safe Worship Zone Act, which would create a 100-foot zone around the entrances of houses of worship, where no one would be able to come within 8 feet of a congregant without their consent.
The bill, which received the backing of a wide-ranging interfaith coalition, is modeled after Colorado’s bubble zone law that offers patients protection around reproductive health clinics.
“The rise of antisemitism is undeniable, and our communities must be protected,” Democratic Assemblymember Rebecca Bauer-Kahan, the bill’s author, said in a statement.
“AB 2664 gives communities an important tool to push back against harassment and intimidation and protect the sanctity of our houses of worship,” Bauer-Kahan added.
Meanwhile, on Thursday, the legislature approved AB 395, which would require government agencies, K-12 schools and public universities to avoid scheduling major events or meetings on days “that members of the public would be unable to participate or be present due to the ritual observance of a religious, cultural, or ancestral holiday.”
Among the Jewish observances that would be codified on a list of such holidays are Rosh Hashanah, Yom Kippur and the first and last two days of Passover.
“For too long and in too many communities, religious minorities and other people of faith have been asked to make difficult choices on the days that matter most to them,” Democratic Assemblymember Jesse Gabriel, the bill’s author, said in a statement.
“This legislation would help to prevent that injustice and ensure that Californians of all backgrounds can fully participate, particularly when important decisions are being made,” added Gabriel, who chairs the California Legislative Jewish Caucus.
Lawmakers on Thursday also approved another Gabriel bill, AB 1836, which seeks to close a gap in the current structure of the California State Nonprofit Security Grant Program. Because the program allocates security funds only for a nonprofit’s physical building, off-site events like menorah lightings on Chanukah were not eligible.
A fifth bill relevant to the Jewish community, AB 1763, is also heading to Newsom’s desk, after passing in the legislature last Tuesday. This bill would include religious holiday observance as a type of excused absence in schools, without requiring a written request from a parent or guardian.
This article originally appeared on JTA.org.
The post California lawmakers pass bills to address antisemitism, deem ‘Jewish’ an ethnicity, and protect religious observance appeared first on The Forward.
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Massachusetts progressive Markey, a longtime Israel critic, expected to rout centrist challenger
(JTA) — Massachusetts incumbent and Israel critic Sen. Ed Markey, 80, is expected to handily fend off the more moderate 47-year-old Rep. Seth Moulton on Tuesday, in the state’s Democratic Senate primary.
Although polls project that Markey, a progressive stalwart, will retain his seat, this race began as a neck-and-neck battle between the old and new guard. Yet in contrast to many recent primaries, the junior candidate in this case is the more centrist of the two.
If current numbers hold, Markey could go from leading Moulton by just single digits two months ago, to trouncing him by 30 percentage points. The incumbent recently “opened a large lead,” with the University of New Hampshire’s Bay State Poll projecting a 63% to 28% victory. That’s a dramatic shift from June, when the survey estimated a 41% to 35% margin. Since then, according to Bay State, Moulton lost moderate support while Markey consolidated socialist and progressive backing.
The University of Massachusetts Amherst offered similar predictions, placing Markey far ahead of his competitor, 60% to 32%. Emerson College Polling, meanwhile, showed a comparable lead for Markey, with the incumbent at 60% and Moulton at 33%.
“At the end of the day, one of the reasons for Moulton’s flame-out is that he had no case to make other than ‘I’m younger than Ed Markey,’” Jeff Robbins, a Boston-based attorney and former Senate investigative counsel, told the Jewish Telegraphic Agency.
“He wasn’t able to obscure that very well,” added Robbins, who also served as delegate to the United Nations Human Rights Commission under President Bill Clinton. He also began organizing rallies in support of Israel in 2012, during his time serving as chairman of the New England Board of the Anti-Defamation League.
Markey began serving in the U.S. House of Representatives 50 years ago, staying in that role until he was elected to the Senate in 2013. During his time in the House, he was a member of the Congressional Progressive Caucus, and in the Senate, he has voted for multiple resolutions aimed at cutting military aid and munitions sales to Israel.
Moulton, meanwhile, was born two years after Markey arrived on Capitol Hill. He has been serving in the U.S. House since 2015 and has been critical of both the Democratic socialist agenda and the aging establishment, instead calling for “new energy, new ideas and leaders willing to put people over politics.”
He established the Serve America PAC in 2017 to support the campaigns of “military veterans, other service-driven candidates and next generation leaders” in the 2020 election cycle. The Boston Globe recently threw its support behind Moulton, calling for “new vision and vigor” in “an aging, ailing and deeply unpopular Democratic Party.”
Yet a recent New York Times piece described Moulton as a “rebel without a cause,” who has “tried to drift where he thinks the political winds are blowing.” One such drift relates to his breakup with the American Israel Public Affairs Committee last October, when he announced that he would be “returning AIPAC donations and refusing to accept any donations or support from them.”
“In recent years AIPAC has aligned itself too closely with Prime Minister Netanyahu’s government,” Moulton said. “I’m a friend of Israel, but not of its current government.”
Track AIPAC, a group that documents political spending by pro-Israel lobbies, declared in response that “returning AIPAC’s blood money is better late than never.” The group demanded that Moulton call the war in Gaza a genocide and “stop writing blank checks” to Israel’s “tyrannical regime.”
Citing Federal Election Commission records, Track AIPAC found that pro-Israel PACs have spent about $101,500 on Moulton over his career — a relatively modest amount for a six-term congressman..
“It is clearly the safe thing to do, if you are running for a nomination in the Democratic Party, to aggressively distance yourself from Israel,” said Robbins.
He described the situation as “reflective of the reality that we have seen play out in spades over the last year,” in which Democratic candidates are “running for the hills about AIPAC and treating it as a boogeyman.”
Not only was Moulton’s decision insufficient to recruit AIPAC detractors to his campaign, but it also rattled many members of the Jewish community.
Political scientist Samuel Abrams at the time described the decision as “the moment when an ambitious, mainstream Democrat concluded that distancing himself from the organized Jewish community is a political asset, not a liability.”
“In today’s Democratic ecosystem, the act of rejecting traditional Jewish institutions has become a badge of progressive credibility,” wrote Abrams, a senior fellow at the American Enterprise Institute, a center-right public policy think tank.
David Frum, a writer for The Atlantic and former speechwriter for President George W. Bush, suggested that Moulton was “opening the door *just a little* to anti-Jewish feeling,” In other words, Moulton would seek to win his primary by borrowing some “Mamdani energy,” Frum added, referring to the popular progressive mayor of New York City, Zohran Mamdani.
“If you want to have a prayer of being elected in a Democratic primary in this country, you had better be able to say, ‘I don’t take money from AIPAC. In fact, I never heard of it before,’” Robbins said.
But he stressed Moulton’s 30-point lag in the polls has nothing to do with Israel and everything to do with his opponent’s political shrewdness and refusal to allow anyone “to run to the left of him.”
Markey is not new to staving off a younger, center-left candidate. In 2020, at 74, he defeated the then-39-year-old Rep. Joe Kennedy III — marking the first loss for a Kennedy in a Massachusetts election, according to the Cook Political Report.
If the current polls prove accurate, Tuesday’s race could “mirror Markey’s successful ‘peak-late’ approach to winning in 2020,” Spencer Kimball, executive director of Emerson College Polling, said in a statement. “Younger voters appear more likely than older voters to support Markey, suggesting the campaign did not create the generational divide Moulton may have anticipated.”
As for Moulton’s relationship toward American Jews, he has historically denounced hate crimes and voted for resolutions on antisemitism. He also condemned Claudine Gay, former president of his alma mater, Harvard University, when she refused to say that calling for the genocide of Jews would violate the institution’s code of conduct.
Prior to his rejection of AIPAC money, Moulton’s stance on Israel was fairly balanced, with consistent messages on Israel’s right to defend itself, alongside criticisms of the country’s military operations in Gaza and calls for expansions of humanitarian aid.
Moulton’s objections have paled in comparison to Markey’s stance, which has ranged from demanding an end to arms sales to accusing the country of committing war crimes.
Markey did condemn Hamas’s Oct. 7, 2023 attack on Israel as terrorism, continuing to deplore the “dark day” as “heinous” in a statement two years later. But in that same statement, he also stressed that “more than 65,000 Palestinians have lost their lives in the brutality of the war in Gaza” and called “to stop the bloodshed.”
However, the senator didn’t always disapprove of Israel.
“For a long time he was right there with the Jewish community,” Barry Shrage, a professor of practice at Brandeis University and the longtime former president of the Combined Jewish Philanthropies of Greater Boston, told JTA.
In fact, Shrage and Robbins recalled in a recent Boston Herald column that during a November 2012 Hamas-Israel conflict, Markey asked them to help him organize a pro-Israel rally. The event, they wrote, was “full of appreciation for the fundamental fact that Israel is surrounded by non-state and state actors committed to annihilating it.”
But less than two years later, the tides had turned. After winning a 2013 special election to serve out the remainder of John Kerry’s Senate term, Markey then faced a general election in 2014 for a full Senate term. That summer, Hamas rockets rained down on Israel again, and the military responded to the attacks, as it did in November 2012.
Robbins said that when he and his colleagues decided to organize another rally in support of Israel at the time, he reached out to Markey.
“He ducks. He dodges. He doesn’t return the phone calls. He doesn’t return the emails,” Robbins recalled. “He had calculated correctly that it was not in his interest to have anything to do with Israel anymore.”
Shrage echoed these sentiments, observing that “it turned out to be at least from a political standpoint, if not from a moral standpoint, the right path.”
“It’s not a surprise that Markey is separating himself from Israel in every way that he can,” he added.
Looking toward the future, Shrage said that he had some hope for a turnaround on Israel in the Democratic party if, perhaps, a recent progressive primary winner lost against a Republican in the general election. Some possible examples could include Senate candidates Angie Nixon in Florida or Abdul El-Sayed in Michigan.
While Robbins agreed that a loss for El-Sayed could give a slight bump to Democratic supporters of Israel, he was pessimistic about the long-term ability to reverse the party’s increasing hostility toward the Jewish state.
“The only conceivable trigger for a walking back of this trend would be some massacre of Israelis so terrible that even the left would have to concede that Israel had the right to do what it did,” Robbins said.
“The problem with that is, it’s already occurred,” he added.
This article originally appeared on JTA.org.
The post Massachusetts progressive Markey, a longtime Israel critic, expected to rout centrist challenger appeared first on The Forward.
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‘Jews.com’ is posted on billboards across NYC — meet the Messianic Jewish preacher putting them up
Billboards have been popping up around New York City, with a simple, if cryptic, message: Jews.com. There are several across from the Barclay’s Center in downtown Brooklyn. There’s one on the Upper East Side. Another looms over a highway.
If you visit the site, however, you won’t find information about Judaism, at least not as Jews understand it. Instead, you’ll find videos of a man named Kirt Schneider. And he’s talking about Jesus.
Schneider is a Messianic Jewish self-proclaimed rabbi — though, when we spoke on the phone about the billboard campaign, he did note that he had not been ordained, nor had he gone to yeshiva. “I realize the Orthodox community wouldn’t understand me as a rabbi,” he said.
Schneider’s mission with the site and billboard campaign — which he said was inspired by a vision he had while sleeping — is to introduce Jews to “to simply look at the evidence” that Jesus is the Jewish messiah, he said.
Most of Schneider’s sermons and writings on Jews.com talk about prophecies throughout the Hebrew Bible that he — along with most Christians — believe prove that Jesus is the messiah. Jesus, Schneider pointed out, was a Jew as were his early followers; he said this means there is no conflict between being a Jew and a Christian.
“What I’m wanting to do is shed the veil and the misinformation over the Jewish people that’s been placed upon them by almost 2,000 years of rabbinic tradition and to help them see through at least some of that,” Schneider told me. “I love my rabbis, but I think there’s been a coverup in the sense that rabbis have tried to prevent the Jewish people from taking a serious look at Jesus. I believe that Jesus is the Jewish messiah.”
But, of course, for centuries now, one of the main differences between Judaism and Christianity — arguably the defining difference — is that Jews do not believe that Jesus is the messiah, and Christians do. And that difference of opinion has driven centuries of antisemitic persecution of Jews, who Christians have accused of killing Jesus, going against God and taking part in a demonic cult by continuing to practice Judaism. Jews, for their part, often see proselytizing as disrespectful and harmful; every Jewish denomination as well as many major groups reject Messianic Judaism as a form of Judaism, and most scholars consider it a form of Protestant Christianity.
A vision of billboards
This is not the first time Schneider has attempted to bring Jews to Jesus; he runs a TV show on Christian cable networks called Discovering the Jewish Jesus, and has radio shows on the same topic — success that has made him a millionaire, thanks in part to donations from believers. He even blessed Donald Trump as part of a group of evangelical pastors and televangelists.
This is not even Schneider’s first billboard campaign targeting Jews; he ran billboards in Times Square in 2019 advertising a different website, theJewishJesus.com, also attempting to bring Jews to Jesus. (Schneider would not answer how he paid for these expensive billboard placements beyond saying that he had been “very successful” in his career.)
Schneider was raised as a secular Jew, and was bar mitzvahed at a Conservative synagogue in Cleveland, Ohio. However, in his early adult years, while working as an encyclopedia salesman — in a story he has written about online and repeated almost verbatim to me over the phone — he had a vision of Jesus on the cross while asleep, or, as he put it, in a “supernatural state of conscious awareness.”
From then on, despite the best efforts of his family, he became a follower of Jesus.. (The billboard campaign, he told me, was also the result of a vision.) Schneider just does not consider following Jesus to make him any less Jewish, because Judaism, to him, is purely carried by blood, not belief.
“A Jew is someone who is born a physical descendant of Abraham, Isaac and Jacob. You can be a Jew and be an atheist and still be considered a Jew, you can be agnostic and still be considered a Jew,” he said. “The only Jews that aren’t considered Jews are the Jews who believe in Jesus,” something he said was “very sad.”
This is why Schneider said he does not refer to himself as a Christian; the term, he said, comes from the Greek word for messiah. He wants to emphasize his belief that Jesus is specifically the Jewish messiah through avoiding Greek in favor of Hebrew terms like “moshiach.”
“A Christian is someone who is not born a Christian, technically, a Christian is someone who makes the decision to follow the Christ. I am a Jew, and I believe in the Jewish messiah,” he said. “And if you want to use the Greek, then I’m a Christian.”
Schneider’s sermons and writings on jews.com are similarly peppered with small bits of Hebrew: He refers to God as “Hashem” and Jesus as “Yeshua,” the Hebrew form of the name, both of which are common practices in groups Messianic Jewish groups including Jews for Jesus. In some videos — though not those on jews.com — he sports peyot (sans kippah) and a tallis, as though he is Hasidic, all choices he makes, he said, as a way to “incorporate his Jewish identity” into his discussions of Jesus.
But aside from those aesthetic markers, Schneider makes little mention in the videos on the site of the usual Jewish practices, like keeping kosher or observing Shabbat, and instead focuses on Jesus. And though he may prefer not to call himself a Christian, he did attend a Christian Bible college where he met his wife and even preached in “mainline” Protestant Christian churches in 1985, before becoming a salesman for several decades. He founded his current ministry, Discovering the Jewish Jesus, in 2002.
Bringing ‘Messiah Yeshua’ to Jews
Messianic Jewish organizations have long sought to convert Jews to Christianity, and have incorporated markers of observant Judaism as a strategy to attract Jews to the fold — one of the reasons various Jewish organizations have sometimes labeled Messianic Judaism a form of antisemitism and fraud, arguing that by representing themselves as Jews, they confuse people into attending their services or believing they speak on behalf of the larger Jewish community.
Schneider is taking a page out of the proselytizing playbook beyond his aesthetic and linguistic choices; his jews.com billboards are placed in the New York City area. And outside of Tel Aviv, he has a Hebrew language campaign with billboards asking passersby, in Hebrew, “What if he was right?” There’s a matching website for that campaign, too, also in Hebrew.
On the main website of his ministry — where monthly donors are promised a shofar made in Israel — there is a page about “Jewish outreach” that states “God has placed a specific burden on Rabbi Schneider to lovingly, directly, and faithfully bring the truth of Messiah Yeshua to Jewish people,” and create a “spiritual harvest among Jewish people.” The billboards concentrated in the heavily Jewish areas of Tel Aviv and New York City, are Schneider’s attempts to do just that.
“This thing is going to blow up,” he said of his attempts to bring Jews to Jesus, “and nothing’s going to be able to stop it.”
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