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How many Hebrew Israelites are there, and how worried should Jews be?
(JTA) — Dressed in matching purple hoodies and shirts, with gold fringes attached to the bottom in observance of Deuteronomy 22:12, hundreds of members of a controversial Hebrew Israelite group marched through the streets of Brooklyn on Sunday.
“Hey Jacob, it’s time to wake up,” they chanted, using a term for people of color who have yet to embrace their “true” identity as descendants of the Biblical Jacob, later called Israel. “We got good news for you: YOU are the real Jews.”
The march and a demonstration that followed at the Barclays Center were organized by Israel United in Christ in solidarity with Brooklyn Nets star Kyrie Irving, who was suspended for eight games after he posted a link to an antisemitic film on social media last month and then was slow to apologize. But IUIC has also used the controversy to promote its incendiary ideology and recruit new followers into what it calls “God’s army.”
After the demonstration — the second held by IUIC outside of the Brooklyn arena this month — the group’s founder posted a message on his Twitter account. “We are not here for violence,” Bishop Nathanyel Ben Israel wrote, “we are here for the spiritual war.”
Before 2019, those American Jews who were even aware of the once-obscure Black Hebrew Israelite spiritual movement likely associated it with the loud but non-violent street preachers who would harangue pedestrians in city centers. In December of that year, however, extremists professing Israelite beliefs attacked a kosher grocery store in Jersey City, New Jersey and a Hanukkah party in Monsey, New York. Two Jews were killed in Jersey City, and a 72-year-old rabbi who was stabbed in the head in Monsey died from his injuries three months later.
With the memory of those attacks still fresh, and against the backdrop of a surge this fall in public expressions of antisemitism combined with threats of violence against Jewish communities emanating from other extremist corners, the militant posturing of IUIC has alarmed many Jews already on edge.
Rabbi Mordechai Lightstone of Crown Heights observed on Twitter that the Israelites who regularly preach near his home on Shabbat have been “particularly aggressive” of late, heaping verbal abuse on both him and his children. On Sunday afternoon, Lightstone posted a video of IUIC members assembling for their march and rehearsing their chants in Grand Army Plaza.
“Terrifying,” commented Elisheva Rishon, a Black and Jewish fashion designer who blames Hebrew Israelites for inflaming tensions between the two communities to which she belongs. A few Twitter users compared the march to the 2017 far-right rally in Charlottesville, at which participants chanted “Jews will not replace us.”
The recent IUIC rallies give the impression that the radical wing of the Hebrew Israelite movement is large and riled up. Meanwhile, recent comments by Kanye West, the rapper who now goes by Ye, and Irving that align with elements of Hebrew Israelite doctrine suggest the movement has broad support among powerful Black celebrities.
But how big is the movement in reality? What percentage are extremists who assail Jews as impostors who stole their heritage from them? And if Black Israelism has entered the marketplace of mainstream religions in the United States, should Jews be concerned?
The numbers
The only available statistics on Israelite identification in the United States were collected as part of a small national survey conducted by an evangelical Christian research firm in 2019. For that survey, which sought to capture African-American attitudes toward the state of Israel, Lifeway Research asked 1,019 African Americans, “Which of the following best describes your opinion of Black Hebrew Israelite teachings?”
Most respondents (62%) said they are not familiar with the teachings, but 19% said they agree with “most of the core ideas taught by Black Hebrew Israelites,” and 4% said they consider themselves Hebrew Israelites. The remaining 15% said they either “firmly oppose” the teachings or disagree with most of them. (The survey did not specify what those teachings are.)
The 2020 U.S. Census put the Black population at 41.1 million, so extrapolating from the Lifeway data, there are approximately 1.6 million Hebrew Israelites in the U.S. — not counting the small numbers of Latinos and Native Americans who also belong to Israelite groups — and 7.8 million people who may not identify as Israelites but who agree with the spiritual movement’s main teachings.
For lots of these people, the attention that West and Irving have brought to their belief system has been validating.
“Israelism is becoming part of the plausibility structure of Black America,” Christian activist and author Vocab Malone told the Jewish Telegraphic Agency, referring to a social context in which certain ideas are considered credible. “The suspicions that a lot of folks have toward the Jewish community, they think they’re vindicated now.”
Scott McConnell, Lifeway’s executive director, told JTA that the survey’s sponsor, the Christian Zionist organization Philos Project, supplied the question about Hebrew Israelite teachings. Asked if there are plans to include similar questions in future surveys, he replied, “I know there are some pastors at African-American churches that have concerns about some of their parishioners being led astray by the teachings of the Hebrew Israelites, so we’ll keep it on our radar.”
Malone, who uses an alias in keeping with hip-hop culture, is a close observer of the Israelite world. The Phoenix resident frequently engages in debates on the street and online with members of groups described as hateful by the Southern Poverty Law Center — including IUIC, Israelite School of Universal Practical Knowledge, Israelite Church of God in Jesus Christ, and The Sicarii — in hopes of convincing them to follow what he considers to be the true path of Christianity.
Founded in 2003, IUIC has proven the most adept at creating public spectacles and garnering media coverage. The group operates 71 U.S. chapters and 20 international ones, according to the Anti-Defamation League, and it holds men’s conferences each year that culminate in choreographed marches on city streets, like the one on Sunday in Brooklyn. Based on the size of those marches, Malone estimated that national membership has grown from around 5,000 in 2015 to around 10,000 today. Other radical groups likely have much smaller memberships but don’t share any figures, preferring to “play their cards close to their chest,” Malone said.
These estimates suggest that the extremists comprise a very small percentage of the 1.6 Hebrew Israelites living in the United States.
Ultimately, IUIC has a goal of recruiting 144,000 Black, Latino and Native American people who will be spared by God during the end time, as foretold in the book of Revelation. In order to achieve this goal, the group sends representatives to proselytize overseas, including in parts of Africa and the Caribbean. (IUIC did not respond to requests for comment from JTA.)
Both the Southern Poverty Law Center and the ADL monitor the activities of IUIC and other radical camps, as Israelites call their groups. However, spokespeople for both organizations told JTA they do not know how many people belong to these camps.
An online movement
What is clear is that the camps have greatly expanded their reach in recent years, taking their message from street corners to the entire globe thanks to the internet and social media. IUIC members run dozens of YouTube, Facebook, Instagram and Twitter accounts where they post a constant stream of videos and memes, many containing antisemitic tropes. One recent Instagram post shows a startled-looking Hasidic Jewish man holding his hat above the words “The Synagogue of Satan.” (Louis Farrakhan, the leader of the Nation of Islam, uses similar language about Jews. A video he recorded this month defending West and Irving has been viewed millions of times.)
The main IUIC YouTube channel, @IUICintheClassRoom, has 126,000 subscribers and 29.4 million video views. A series of videos posted three years ago on the channels of local chapters provide some insight into how members hear about IUIC and why they join.
The most common way these members say they found their way to the camp was via videos they watched online. “Prior to actually coming to IUIC, I did do some Israelite window shopping,” recounts Officer Joshua of IUIC Tallahassee. “I always questioned myself, why is it that our people are at the bottom? How come we get the worst jobs and so forth? I knew Christianity wasn’t answering my questions, so what I did was I just started soul searching.”
As part of his quest, Joshua says he stumbled upon a video of Bishop Nathanyel and other IUIC leaders preaching on the street. “I was like man, these brothers really know what they’re doing, they really have our history,” he says. “That’s what actually made me do more research on IUIC and the truth.”
Sar (“Minister”) Ahmadiel Ben Yehuda speaks at the African Hebrew Israelites’ annual New World Passover celebration in Dimona, Israel, May 2013. (Andrew Esensten)
In another video, Sister Ezriella from the Concord, North Carolina, branch explains that as a young adult, she felt uncertain about her life’s purpose. Then her mother shared information with her about IUIC. “She was so happy it changed her life, I had to take notice and I had to come check it out for myself,” she says. “I fell in love with it. I fell in love with finding out who I am.”
A number of Black, male celebrities have also been drawn into the wider Israelite orbit in recent years, including rappers Kendrick Lamar and Kodak Black, TV host Nick Cannon, boxer Floyd Mayweather and retired NBA player Amar’e Stoudemire.
Some of these celebrities appear to have been exposed to Israelite teachings by relatives and other acquaintances. Lamar, who famously rapped “I’m a Israelite, don’t call me Black no mo’” on a 2017 song, learned about Israelism from a cousin who was involved with IUIC. Black began identifying as a Levite in 2017 after studying scripture with an Israelite priest while serving a jail sentence in Florida. Stoudemire has said his mother taught him he had “Hebraic roots.” (He officially converted to Judaism in 2020, a step most Israelites reject because it contradicts their claims of already being authentic Jews.)
Isabelle Williams, an analyst at ADL’s Center on Extremism who tracks radical Israelite camps, said celebrity endorsements of the ideology can have a big impact because they come from figures who are widely respected.
“If people came upon an extremist Black Hebrew Israelite group street preaching, it might be easier to dismiss it and recognize the extreme ideology behind it,” she said. “But when it’s being shared by these influential figures, people might be less likely to recognize the really insidious ideology and dangerous antisemitic conspiracy theories that are behind these statements.”
Williams added that a range of extremist groups have seized on comments made by West and Irving. “It’s not just BHI and NOI groups that are leveraging this moment,” Williams said. “We’ve seen white supremacists who are also using this recent attention and circulation of antisemitic conspiracy theories to promote their own agenda.”
Rabbi Capers Funnye is the most prominent Israelite leader in the U.S. He serves as chief rabbi of the International Israelite Board of Rabbis, an organization that provides spiritual guidance to about 2,500 people in the United States, along with tens of thousands of Israelites in southern and west Africa.
In an interview, Funnye condemned West, Irving and the radical Israelite camps that have rallied around them. “God is never about divisiveness,” Funnye said. “God is never about hatred. God is never about, ‘You ain’t.’ I don’t have to say what you aren’t to make me who I am.”
A member of the Chicago Board of Rabbis and the leader of a Chicago synagogue with a mixed membership of around 200 Jews and Israelites, Funnye was at pains to differentiate his community from IUIC and its ilk: His follows the Torah and supports the state of Israel, he said, while others follow both the Old and New Testaments, worship Jesus and reject Israel’s government as illegitimate.
“Whatever army that Kyrie is speaking about, we are not a part of his army,” he said, referring to a comment Irving made during an Oct. 29 press conference about how he has “a whole army” behind him.
But Funnye said another of Irving’s recent statements — “I cannot be antisemitic if I know where I come from” — resonated with him and his congregants.
“We are Semitic,” he said of Black people who identify as Israelites, “so now we really have to draw a line when antisemitism is only defined by one’s complexion or ethnicity. We were not the ones that racialized Judaism, and we will never racialize it because Jews are not a race.” (“Semitic” refers to people who speak Semitic languages, such as Hebrew and Arabic.)
Outside of the United States, the largest organized group of Hebrew Israelites is located in Israel. The African Hebrew Israelites of Jerusalem are a Dimona-based community of more than 3,000 African-American expatriates and their Israeli-born offspring.
African Hebrew Israelite youth serve in the army — not Kyrie Irving’s or IUIC’s army, but the Israel Defense Forces. After 53 years in Israel, the community has never been fully accepted, in part because they are not Jewish according to halacha, or Jewish law. Currently, some 100 community members are being threatened with deportation for living in the country illegally.
Ahmadiel Ben Yehuda, the African Hebrew Israelites’ minister of information, said he interpreted Irving’s remarks as a reference to “the global awakening of people of African ancestry to their Hebraic roots.” He said the backlash Irving has faced shows that the conversation around this awakening must involve qualified representatives of communities who can cite reputable sources — not documentaries such as the one Irving boosted — “Hebrews to Negroes: Wake Up Black America” — in support of their claims of Israelite ancestry.
“What is certain is that Israel and Judaism must figure out a way to better accommodate these communities,” Ben Yehuda said. “This is not going to fade away, and it shouldn’t. It will intensify as the awakening continues.”
How this awakening will affect Jews and established Jewish communities remains to be seen.
In September, George Washington University’s Program on Extremism released a report titled “Contemporary Violent Extremism and the Black Hebrew Israelite Movement.” The report noted that the “predominant threat” today comes not from Israelite groups themselves but from “individuals loosely affiliated with or inspired by the movement.”
Malone, the Christian activist, cautioned that as the extremist wing of the Israelite movement grows, more violent lone wolves may emerge.
“There’s a big funnel with any movement, and the bigger the funnel is, you get certain things down at the bottom,” he said. “This is not Buddhism. This is a different kind of thing with a different kind of rhetoric.”
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The post How many Hebrew Israelites are there, and how worried should Jews be? appeared first on Jewish Telegraphic Agency.
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75 artifacts tell the fitful, inspiring, unfinished story of Jews in America
In May 1818, Mordecai Manuel Noah, a prominent Jew of his time and a member of the Madison administration, delivered a discourse on Jewish history on the occasion of a synagogue consecration. One man read Noah’s words with interest, and took pen to paper to say so.
“Your sect by its sufferings has furnished a remarkable proof of the universal spirit of religious intolerance,” the correspondent noted, in elegant cursive. “Our laws have applied the only antidote to this vice, protecting our religious, as they do our civil, rights by putting them all on equal footing. But more remains to be done, for although we are free by the law, we are not so in practice.”
The letter’s author was Thomas Jefferson. 200 years later, there’s still work to do.
The Jefferson letter is one of 75 objects on view at All We Have Standing Between Us: 250 Years of Jews and American Democracy, the American Jewish Historical Society’s new exhibit at the Center for Jewish History. Arranged in chronological order, from the outbreak of the Revolution to the tiki torches of Charlottesville, the survey takes stock of the at times harmonious but very often discordant, relationship between American Jews and the country, and among themselves.
“One of the throughlines is that for 250 years, American Jews have certainly not been a monolithic community in terms of how they’ve approached key issues,” said Gavriel Rosenfeld, president for the Center for Jewish History.
To that end, visitors can see Shearith Israel’s hazzan Gershom Mendes Seixas’ patriot prayer for the Continental Congress and, a vitrine or two away, a sampler from the loyalist Hendricks family of Psalm 78, whose words were associated with a pro-monarchist sentiment.
Most Jews lived in the Union at the outbreak of the Civil War, but currency with Judah Benjamin’s face, from the Confederate Secretary’s own collection, is proof of just how embedded Southern Jews were in their communities. A telegram nearby, denouncing General Grant’s wartime expulsion order for the Jews of Kentucky, shows how tenuous Jewish belonging was.
The story was never only one of brother against brother. Moving into the 20th Century, with wall text addressing the Gilded Age, we see how American Jews confronted the revival of the Klan and the “Cross of Gold” populism of William Jennings Bryan with the influx of Jews from Eastern Europe. (An explanation of Woodrow Wilson’s veto of a literacy test for immigrants is displayed, as is a scroll inviting well-heeled Jews to a Purim benefit for new arrivals.)
The Anti-Defamation League, a copy of whose founding charter is on display, was formed after the conviction of Leo Frank. But by the 1950s, with the Red Scare gathering storm clouds, the ADL Bulletin dismissed the claim that the Rosenberg trial was animated by antisemitism.
“This is the latest propaganda tactic with which the Communist Party hopes to bludgeon the Jewish community to its support,” Oliver Pilat wrote in March 1952.
Fissures in the community continued with the Civil Rights Movement.
That Jews played an outsized role in the push for Black equality — attested to by Ben Shahn’s lithographs of James Chaney and Northern Jews Andrew Goodman and Michael Schwerner — is contextualized with the objections of their Southern coreligionists, who feared the blowback of their neighbors.
Betty Friedan wrote The Feminine Mystique, and Midge Decter savaged it in Commentary. The so-called culture wars that dominate our discourse today are nothing new.
Among the more recent acquisitions are former U.S. Representative Steve Israel’s handwritten notes on a Sept. 13, 2001 FEMA briefing, marking the start of a new American reality. But one is struck by how much remains the same.
A signed photo of Nita Lowey shaking hands with Barack Obama — a Jewish congresswoman and a Black president— was unthinkable in the days of Jefferson and Noah, but their dynamic was not dissimilar from those two men. The intolerance Jefferson wrote about has not abated, only shifted its focus. A Time report on the Unite the Right Rally tells the tale.
The exhibit stops short of the pandemic, Oct. 7 and the emerging rifts among American Jews and their neighbors. That history is still in progress.
“Longer than there’s been a country, there have been Jews,” said Gemma Birnbaum, executive director of the AJHS. At first it was only 23 off the boat to New Amsterdam, she said, but the Jewish story has always been a part of the American one.
Birnbaum and Rosenfeld want visitors to recognize continuities in the unfinished American Revolution, both the progress and the work that remains. Sometimes, this means reassuring visitors. One thing they’re asked a lot: “Does it ever get better?”
“What is better?” Birnbaum asks. “There are times when things are really difficult, and there are times when things feel a little less difficult. And if you can take inspiration from that — to me, I find it grounding.”
The American Jewish Historical Society’s exhibit All We Have Standing Between Us: 250 Years of Jews and American Democracy is on view at the Center for Jewish History through Dec. 31, 2026.
The post 75 artifacts tell the fitful, inspiring, unfinished story of Jews in America appeared first on The Forward.
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Diary of a Jewish ghetto refugee, written in a pigsty
אין דער װעלט פֿון ייִדיש איז בערל כּהנס נאָמען גוט באַקאַנט צוליב זײַנע היסטאָרישע און ביבליאָגראַפֿישע שטודיעס, צװישן זײ — דער צוגאָב־באַנד צו דעם „לעקסיקאָן פֿון דער נײַער ייִדישער ליטעראַטור“ און „ייִדישע שטעט, שטעטלעך און דאָרפֿישע ייִשובים אין ליטע ביז 1918“.
אָבער זײַן ערשט בוך איז געװען דער חורבן־טאָגבוך „אַ ייִד אין װאַלד“, װאָס איז אַרױס אין ניו־יאָרק אין 1955. דאָ דערצײלט כּהן װעגן צען חדשים אונטער דער דײַטשישער אָקופּאַציע פֿון ליטע צװישן אָקטאָבער 1943 און אױגוסט 1944. די דאָזיקע צײַט האָט ער, אין אײנעם מיט זיבן אַנדערע פּליטים פֿונעם קאָװנער געטאָ, פֿאַרבראַכט אין אַ באַהעלטעניש טיף אין ליטװישע װעלדער.
איצט, העכער װי 70 יאָר נאָך דער פּובליקאַציע פֿון דעם ייִדישן טאָגבוך, איז עס סוף־כּל־סוף אַרױס אױף ענגליש מיטן טיטל, „אַ ייִד אין וואַלד: זײַטלעך פֿון אַ טאָגבוך“.
פֿאַר דער מלחמה איז כּהן געװען אַן אַקטיװער לינקער ציוניסט און האָט געשריבן פֿאַר קאָװנער ייִדישע צײַטונגען. װען די דײַטשן האָבן פֿאַרכאַפּט די שטאָט, האָט ער זיך געפֿונען אינעם געטאָ אין דער ייִדישער פֿאָרשטאָט סלאַבאָדקע.
„אין דער צװײטער העלפֿט פֿון 1943 זײַנען די אילוזיעס פֿון די פֿאַרשפּאָרטע ייִדן אין סלאַבאָדקער געטאָ אַריבערצולעבן היטלערן געװאָרן אַלץ שװאַכער.“ אַזױ הײבט כּהן אָן די דערצײלונג װעגן זײַן ראַטעװען זיך פֿונעם חורבן.
כּהן, זײַן פֿרױ ראַיע און איר שװעסטער נחמה זײַנען אַנטלאָפֿן פֿונעם געטאָ מיט דער הילף פֿון אַ ליטװישן פּױער טאַדעוש. ער האָט זײ פֿאַרבאַהאַלטן אינעם חזיר־שטאַל בײַ זײַן שטוב אין אַ װײַטן דערפֿל אין מיטן װאַלד.
אין זײַנע נאָטיצן האָט כּהן פֿאַרפֿיקסירט פּרטים פֿון זײער טאָג־טעגלעכן לעבן מיט אַלע דאגות, אַנגסטן און האָפֿענונגען. ער האָט אױך געפּרוּװט צו באַזיניקן דאָס, װאָס עס קומט פֿאָר מיט זײ און מיט אַנדערע ייִדן, כאָטש קײן פֿאַרלאָזלעכע ידיעות פֿון דער ברײטערער װעלט האָט ער ניט געקענט קריגן.
פֿאַרװאָס האָט אַן עלטערער ליטװינער באַשלאָסן צו ראַטעװען ייִדן? טאַדעוש האָט דערקלערט: „איך טו עס ניט דערפֿאַר, װאָס איך װיל פֿאַרדינען געלט. איך בין שױן אַלט – און דאָס געלט אין דער ערד װעל איך סײַ װי ניט מיטנעמען. איך װיל אָבער, אַז ס׳זאָל ניט פֿאַרגאָסן װערן נאָך אומשולדיק בלוט. װאָלט איך געקענט װאָלט איך געראַטעװעט נאָך ייִדן, קען איך עס ניט, װעל איך באַשיצן די, װעמען איך האָב יאָ געראַטעװעט.“
אינעם טאָגבוך ווײַזט כּהן אַרויס אַ סך דרך־ארץ פֿאַר טאַדעוש און זײַן פֿרױ באַרבאַראַ, װאָס שטעלן אײַן זײער לעבן פֿאַר פֿרעמדע מענטשן. ער פֿרעגט זיך: „װיפֿל ייִדן װאָלטן געווען פֿעיִק אַזױנס צו טאָן?“
יעדע מינוט קען װערן די לעצטע פֿאַר די ייִדישע פּליטים אינעם שטאַל. אָבער כּהן איז געװױר אױך פֿונעם שװערן מצבֿ פֿון די ליטװינער: „פֿון דײַטשן װילן זײ פּטור װערן, אָבער דעם רוס װילן זײ אױך ניט האָבן.“
די גרעסטע סכּנה פֿאַר ייִדישע פּליטים קומט טאַקע ניט פֿון די דײַטשן, װאָס באַװײַזן זיך זעלטן אין יענע טיף־באַגראָבענע מקומות, נאָר פֿון די שכנישע פּױערים און פֿון די ליטװישע פּאַרטיזאַנער, װאָס הרגענען ייִדן.
אָבער די מיאוסטע פּאַרשױנען אינעם בוך זײַנען ניט קײן דײַטשן און ניט קײן ליטװינער, נאָר צװײ מיטגלידער פֿון זײער גרופּע — דער „אַמאָליקער פּריץ“ און זײַן פֿרױ. פֿאַר דער מלחמה האָט דער דאָזיקער ייִד געפֿירט געשעפֿטן אין דער געגנט און איצט האַלט ער, אַז די אָרטיקע פּױערים זײַנען אים מחויבֿ צו העלפֿן.
זײַן אַני־מאמין איז געװען „כּל־זמן מע לעבט, דאַרף מען מאַכן געשעפֿטן.“ און ער האָט טאַקע געװאָלט באַקומען רװח אַפֿילו פֿון די פּליטים אינעם אײגענעם שטאַל.
אָבער װאָרעם זײ האָבן ניט געהאַט מיט װאָס צו באַצאָלן, האָט זיך דער פּריץ ניט געטײלט מיט זײ מיטן עסן, װאָס ער האָט געקױפֿט בײַ די פּױערים: „די אַמאָליקע ייִדישע פּריצים עסן פֿאַר אונזערע אױגן פֿלײש און אַלדאָס גוטס – און מיר זיצן און חלומען װעגן אַ שטיקל טרוקן ברױט“, פֿאַרשרײַבט כּהן אינעם טאָגבוך.
אַפֿילו אין יענע ביטערע באַדינגונגען האָט כּהן אָפּגעהיט אַן אײגנאַרטיקן חוש פֿון הומאָר. דאָס קומט פֿאָר למשל אין זײַנע שילדערונגען פֿון די באַציִונגען צװישן ייִדן און דעם חזיר: „אונדזער אײנציקער ׳ניט־ייִדישער׳ שכן אין שײַער איז – דער חזיריוק. אַזױ װי מע קען דאָך ניט פֿיר און צװאַנציק שעה אין מעת־לעת טראַכטן װעגן טױט – קוקט מען גאָר אָפֿט אױפֿן קלײנעם חזיר. די עקלדיקסטע באַשעפֿעניש פֿאַר אַ ייִד […] װאַקסט ברוך־השם פֿון טאָג [צו טאָג].“
מאַקס ראָזענפֿעלדס ענגלישע איבערזעצונג פֿונעם טאָגבוך איז גאַנץ פּינקטלעך און פֿליסיק, אָבער זי גיט ניט איבער דעם אײגנאַרטיקן טעם פֿון כּהנס פּראָזע.
אָט איז אַ משל: אײן טאָג אַנטלױפֿט דער חזיר פֿונעם שטאַל און ייִדן מוזן זיך יאָגן נאָך אים כּדי צו ברענגען אים צוריק. כּהן באַשרײַבט דאָס בזה הלשון: „מיר פֿירן דעם דבֿר־אחר צו זײַן מקום־מקלט“. אָבער אױף ענגליש קלינגט דאָס פּשוט: „we are taking him back to the barn“. דאָ איז ניטאָ קײן שפּור פֿון כּהנס איראָניע, װאָס שטאַמט פֿון זײַן שפּיל מיט לשון־קדוש.
דער חורבן־היסטאָריקער יצחק ארד האָט אָפּגעשאַצט, אַז בערך 25,000 ייִדן זײַנען אַנטלאָפֿן פֿון די געטאָס אין װעלדער בעתן חורבן. אַרום 15,000 פֿון זײ האָבן זיך צוגעשטאַנען צו די סאָװעטישע פּאַרטיזאַנער, בעת 10,000 האָבן געפּרוּװט איבערלעבן אין קלײנע גרופּקעס, אָפֿט מאָל מיט דער הילף פֿון ניט־ייִדישע פּױערים.
די גענױע צאָל פֿון די, װאָס האָבן זיך געראַטעװעט אונטער אַזעלכע ביטערע און געפֿערלרכע באַדינגונגען, װעט מען קײן מאָל ניט װיסן, זאָגט ארד. װאָס איז יאָ זיכער, איז אַז זײער צאָל איז געװען אַ סך קלענער אײדער די צאָל פֿון די, װעמען עס האָט זיך אײַגעגעבן צו אַנטלױפֿן פֿון די געטאָס.
כּהנס טאָגבוך איז ניט נאָר אַ ביז גאָר װיכטיקער היסטאָרישער מקור װעגן דער דאָזיקער דערפֿאַרונג, אָבער אױך אַ מערקװירדיקער מענטשלעכער דאָקומענט און אַ פֿאַרכאַפּנדיקע לעקטור דערצו.
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Dr. Bronner’s soap mixes Israeli and Palestinian olive oil — and dodges product boycotts
When members of Brooklyn’s Park Slope Food Coop’s voted earlier this year to boycott Israeli products, among the items to instantly disappear from shelves was bottled olive oil made by Sindyanna of Galilee, an Arab-Jewish nonprofit cooperative.
But that same olive oil is still sold at the coop — and at retailers around the world. That’s because Sindyanna is a supplier for Dr. Bronner’s, the hippie, all-natural “All-One” soap company with a cult following in the conscious consumer crowd, immediately recognizable by colorful packaging blanketed in tiny white lettering promoting health and spiritual healing. (“Absolute cleanliness is Godliness!”)
David Bronner, the CEO, or “Cosmic Engagement Officer,” in the company’s parlance, is no stranger to advocacy on behalf of Palestinians, even as they have built a business operation with a substantial presence in Israel. (Bronner uses he/they pronouns.)
Bronner understood U.S. boycott activists’ desire to send a message on behalf of Palestinians — but questioned a ban so sweeping it caught an Arab-Jewish peace project in its net.
“Obviously, Sindyanna should not be part of that. That’s throwing the baby out with the bathwater,” Bronner said in an interview with the Forward. “But unfortunately, understandable with how things are going.”
While most companies have avoided wading into the Israel-Hamas war at almost any cost, Dr. Bronner’s has taken the opposite approach, one that resonates with the All-One philosophy of shared humanity and coexistence.
“In all we do, let us be generous, fair & loving to Spaceship Earth and all its inhabitants,” the label declares. “For we’re ALL-ONE OR NONE!”
On Monday, the company ratcheted up the message with social media posts promoting a special edition “Land of Canaan” label that urges “PROMOTE PEACE IN PALESTINE!” and is available exclusively at screenings of a documentary by that name about olive growers.
Citing the U.S. Freedom Riders, the post declares: “We call on all Jewish Americans and Israelis of conscience to acknowledge and confront the Jewish supremacy and lust for Palestinian land within Israel, and to not deny the reality of what lies at the center of Israeli power, politics, and policy.”
Bronner’s stance in support of the Israeli and West Bank olive industry while condemning Israel’s treatment of Palestinians takes a path that diverges from the boycott movement even as it is far to the left of most Israeli public opinion — one that Bronner acknowledges may not hold.
The company condemns Israeli occupation of the West Bank while insisting on the depth of Jewish ties to the land, buys from farmers on both sides of the Green Line, and sympathizes with boycotts even as it declines to join them.
“By taking a middle position, you’re not making either audience particularly happy, and maybe even making them unhappy because you didn’t side with them,” said Brayden King, a professor of management at Northwestern University who studies boycotts and corporate activism. “There’s no evidence to suggest it’s a winning strategy for a company.”
Dr. Bronner’s is not new to controversy — or the publicity it brings. It has made a business of staking out stances that other corporations have retreated from amid the backlash to DEI under the Trump administration, including a partnership with the ACLU Foundation that put a rainbow Pride label on its soap this June.
If Israel’s far right succeeds in annexing the West Bank, he told the Forward, a South Africa–style global boycott is coming, and “even we’re going to need to think about it.”
For now, though, Bronner is holding his ground in a shrinking middle. In a May 2023 blog post, months before the Hamas attacks, Bronner called Israel’s rule over the West Bank “apartheid.” But Bronner, who visited the Nova festival site and the kibbutzim of the Gaza envelope in February, and who calls the Hamas attacks “horrendous,” also says, “I fully believe that this is the ancestral homeland for Jewish people. But with seven million Israeli Jews and seven million Palestinians between the river and the sea, no one’s going anywhere, and you’re going to figure out how to live together.”
Love and struggle
Bronner is, by any measure, a peacenik, one who has treated the family soap business as an instrument of what the company calls “constructive engagement,” fostering coexistence between Israelis and Palestinians, even knowing that a stand for peace would please neither side.
It’s a stance the company can afford. Since the current generation of Bronners took over in 1998, annual revenue has grown from an estimated $4 million to roughly $250 million, all while capping David’s salary at five times that of the lowest-paid full-time employee.
Growing up, Bronner had little interest in joining the family business. He had watched the strain the company’s esoteric philosophy caused in his family. His father, raised largely in foster homes while his grandfather preached universal love, wanted nothing to do with it. Bronner recalled his father on the phone with his grandfather, snapping, “I don’t want to hear that All-One crap,” and hanging up.
Bronner didn’t get it either, until, after college, a series of psychedelic experiences changed their mind. During one, in Amsterdam, he said, he came to a realization, “Oh my gosh, my granddad’s right. All the faith traditions are pointing at this truth.”
He let his father know he was ready to come back to the company, and in the winter of 1996 he visited his grandfather, by then in the advanced stages of Parkinson’s. “I remember combing his hair, letting him know that I fully understood him, and that I was going to dedicate my life to his passion,” Bronner said. His grandfather died months later, on the same day, Bronner noted, that his first child was born.
While Bronner is a fifth-generation soapmaker, he has given the role his own flair, not only swapping the traditional CEO title but making activism a foundational part of the business, from a court fight with the DEA over hemp imports to funding drug policy reform and psychedelic research.
But the activism is less a departure from the family business than a return to its roots, which run through the Holocaust.
In the 1920s and ’30s, the family’s soap could be found in public washrooms across Germany. “My great aunt Lottie would be pointing up at the Zeppelins, like, ‘Our family’s soaps are up there,” Bronner recalled.
The Heilbronners — Emanuel dropped the “Heil” from the family name after emigrating due to its echo of the Nazi salute — were a highly assimilated German Jewish family.
“Like a lot of bourgeois Jews that thought they were going to ride out the madness, [they] stayed until it was too late,” Bronner said.
His great-grandparents both died in the Holocaust, Berthold at Theresienstadt in 1942, and his wife, Franziska, at Auschwitz in 1944.
“My granddad had some kind of mystical break,” Bronner said, “this huge experience of oneness and love at the heart of existence, even in the magnitude of the suffering and the tragedy.”
This is the story behind the label that has captivated customers for decades, thousands of words of moral philosophy crammed into ever-shrinking type. (Emanuel, who went blind in the early 1970s, kept refining the message, Bronner jokes that the family had to admit their label “was designed by a blind man,” and is now in size six font.)
“He urgently felt that in a nuclear-armed world, if we didn’t realize our transcendent unity across religious and ethnic divides, that we’re all children of the same divine source, we’re going to kill ourselves and perish in the next Holocaust,” Bronner said.
The label preaches that unity in its own ecstatic register, placing “mason, tent & sandalmaker Hillel, carpenter Jesus, camel-driver Mohammed” side by side among the “hard-working, brave men that built all civilization”
While part of the family fled to the United States, his great aunt Lottie left for Palestine in 1936, at 19, and eventually settled on a kibbutz. Bronner recalled hearing her stories during childhood visits, “Just her story and the kibbutz, forging this incredible life, this radical socialist experiment.”
‘Constructive engagement’
But the miracle of Israel lost its glimmer for Bronner, as it has for many American Jews. A new AP-NORC poll found that only about 4 in 10 younger religious Jewish adults say supporting Israel is highly important to their Jewish identity, compared with about half of their elders.
For Bronner, the first crack came during an early visit to Israel. “I remember, like, wow, there’s all these really old Palestinian towns everywhere,” he recalled. “It was kind of dissonant a little bit.”
Dr. Bronner’s went organic in 2003, and when Bronner went searching online for fair trade suppliers of its olive oil, “the only thing that came up for any of it was Canaan Fair Trade, out of the West Bank, in Palestine,” they recalled. “And I was like, ‘Oh, this is interesting.’”
He decided to lean in, reaching out to Canaan’s founder, Nasser Abufarha, a Palestinian-born anthropologist who had brought the fair trade ethos home from Wisconsin. But first came a debate over how to source olive oil from the West Bank without taking sides. Adam Eidinger, the company’s director of social action, told him they should go “50-50 with oil from Israel.”
“Israel is a first-world country, the fair trade ethos is about the developing world,” Bronner recalled responding. “But we don’t want to look like we’re being anti-Israel about this.”
In classic Dr. Bronner’s fashion, they settled on a middle ground: 90% of the company’s olive oil would come from Palestinian farmers in the West Bank, and 10% from Israel, half from a Jewish family farm, and half from Sindyanna. “So we got Muslim, Jewish, Christian olive oil in the soap,” Bronner said, in true All-One fashion. “Really proud of that.”
But the war in Gaza and the backlash to it, including boycott campaigns aimed at Israeli products and companies operating in West Bank settlements, have put Dr. Bronner’s in a bind of its own design, a company that condemns West Bank occupation, caught up in a boycott of Israel.
Whoever else shares the blame, Bronner puts most of it on Israel’s government, even for the Brooklyn food coop boycott.
“This messianic right wing that’s got the wheel in Israel is a nightmare, and is, I think, to blame for a lot of what’s happening, these kinds of things happening at, like, Park Slope,” he said.
The Park Slope Food Coop, in response to a request for comment from the Forward, noted that Dr. Bronner’s own products remain on its shelves. The boycott, it said, covers only goods made in Israel, not companies that source from it.
PSFC4Palestine, the member group that led the boycott campaign, did not respond to multiple requests for comment on why Dr. Bronner’s products were not included.
Bronner said he is “totally sympathetic to the BDS movement as one strategy,” even as his company has chosen what he calls “constructive engagement” instead.
But if Park Slope’s boycotters find Bronner’s company too entangled with Israel, his Israeli partners have the opposite complaint. His distributors there, he said, were disappointed by his February blog post, which paired a photo of the mailboxes at Kibbutz Nir Oz, marked for residents killed or kidnapped on Oct. 7, with an argument that Israel’s government had weaponized the trauma of that day to accelerate its takeover of the West Bank.
“They thought I could have been a little more empathic on the Israeli side,” Bronner said. Still, he seems to have made his peace with the price of standing in the middle.
“We’re not exactly how all our allies, on either side, would like us to be,” he said. “That’s part of the challenge.”
The post Dr. Bronner’s soap mixes Israeli and Palestinian olive oil — and dodges product boycotts appeared first on The Forward.
