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Meet the 2 Jews of Guyana, a South American nation with a tradition of religious tolerance
(JTA) — When Janet Jagan, an immigrant from the United States, made history by becoming Guyana’s prime minister in 1997, she was thought to be the country’s only Jew.
In fact, another Jew had recently purchased an island off the coast of Guyana, and 25 years later, there are at least two Jews living in the tiny South American nation. One is a Guyanese-British-Israeli guesthouse operator who has been working in Guyana since the 1970s. The other is a former Madison Avenue marketing executive from Chicago who until recently ran the country’s largest tour operator.
Both offer a window into three dynamics that define Guyana: a government that embraces all faiths, an economy based on extractive industries and an expansive rainforest the country hopes will be a draw for its growing ecotourism industry.
Guyana, an English-speaking country of roughly 800,000, came to international prominence in 1978 as the site of the Jonestown massacre, in which more than 900 followers of cult leader Jim Jones were killed, either by suicide or murder.
These days, though, the country is drawing attention for the recent discovery of oil off its coast. ExxonMobil announced the discovery in 2015 and promptly began developing Guyana’s oil resources. With over 11 billion barrels of reserves and producing over 350,000 barrels per day, Guyana is on track to produce more than 1 million daily barrels by 2030, potentially transforming one of South America’s poorest countries.
It was an earlier extractive industry that first brought Raphael Ades to Guyana. Born in Tel Aviv in 1951 to an Italian-Jewish mother and a Syrian-Jewish father, Ades had a peripatetic childhood. The family moved first to Milan when Ades, who goes by Rafi, was 11, after his father Meyer entered the diamond trade, then two years later to southwestern Germany. They landed in Pforzheim, known at the time as Goldstadt because of the prominence of jewelry and precious stone trading locally.
But the family was not yet settled: In 1967, Meyer took the family to London, where Ades finished high school and took his university entrance exams, excelling in all of the languages he had picked up — English, French, Italian, German and Hebrew. As a psychology student at the University of London, Ades began helping his father, who maintained an office in London’s diamond district, at work. His father contracted out the polishing, and one of the polishers was Indo-Guyanese.
“That day, my dad took out the atlas and started to read up on Guyana,” Ades recalled. “‘This is somewhere I want to go,’ he told me.”
During a trip to visit an Israeli friend in Venezuela, Meyer went on a prospecting trip to Guyana, and registered the Guyana Diamond Export company. When he suffered a heart attack, Ades and his mother flew to Georgetown to be with him. Barely 21, Ades stepped in to take a larger role in the business. He flew with other diamond buyers into the rural mining areas, and learned the operations were producing thousands of carats of diamonds.
“I stayed in Guyana through the second half of 1972 and fell in love with the place,” Ades recalled. “I went to the [main] Stabroek market in Georgetown, seeing all of the iguanas and macaws. When my dad recuperated, I started going back to Guyana myself.”
His mining business thrived. In 1997, he bought Sloth Island, a 160-acre outpost about a two-hour journey from Guyana’s capital, Georgetown, requiring an hour-long car ride through the small villages that dot the Atlantic coast, and then an hour’s boat ride down the widening Essequibo River, passing pristine forests lined with mangroves and Indigenous villages.
When Ades bought the property, it was mostly underwater. He brought in workers from neighboring villages to pump out the water, build up the sand and retaining walls and add structures. Sloths were already there, but he brought ocelots and monkeys from neighboring islands, as well as other birds. (The ocelots, he said, used to eat the electrical wires and open the fridge.)
Now anchoring Sloth Island is a blue and white guesthouse, a series of covered huts for dining and hammock relaxation and a wooden walkway for nature walks through partially cleared forest. Indigenous guides identify the numerous species of plants and birds. The pandemic has receded as a threat to business, and the island hosts tourists every weekend — though climate change is presenting new issues.
“There are many times that the river floods part of the island and I lose sand and soil,” Ades said. “We have to keep on pumping out water and repairing damage to the buildings when that happens.”
The year after he bought the island, his widowed mother, then living in Belgium, broke her hip. When she was well enough to travel she moved to Guyana to be with her son, dividing her time between Georgetown and Sloth Island. When she died in 2009, Ades was at a loss given the lack of a Jewish cemetery, synagogue, and minyan required to say the Mourner’s Kaddish. He was interested in burying her across from Sloth Island, on a hill in the mining town of Bartica just across the river. But a Jewish friend from France facilitated a connection with the Surinamese Jewish community, who prepared the body for burial in the cemetery adjacent to Paramaribo’s main synagogue.
“That’s the last time I was in a synagogue, in 2010, after my mother passed,” Ades recalled.
A view of Raphael Ades’ resort on Sloth Island. (Seth Wikas)
The absence of Jews in Guyana is a notable lacuna in a country that otherwise boasts a broad range of religions. History records a colony of Dutch Jews who settled in northwestern Guyana in the 17th century to produce sugarcane, but the English destroyed that colony in 1666, dispersing the Jewish residents. Jews from Arab lands moved to Guyana in the late 19th and 20th centuries to escape persecution but then migrated elsewhere; Jews fleeing Europe came in 1939 but did not settle long enough to establish a sustained community.
Janet Jagan was an anomaly: Born Janet Rosenberg in Chicago, she married a Guyanese man in the United States and moved with him to Guyana in 1947. Her father Cheddi Jagan was trained as a dentist but entered politics as Guyana gained independence from Great Britain, serving as the first premier of the semi-independent colonial government in the early 1960s and then as the country’s fourth president in the 1990s. When he died in 1997, Janet Jagan was sworn in as his replacement and then won a term of her own later that year. She died in 2009.
According to the 2012 census, Guyana is about two-thirds Christian, a quarter Hindu, and less than 10% Muslim, with smaller populations of Rastafarians and Baha’is. Guyana’s cities and towns are dotted with churches, mandirs and mosques, and the country has enshrined freedom of religion in its constitution. Christian, Hindu and Muslim holy days are national holidays.
“We embrace all faiths and are always looking to build bridges across communities,” Mansoor Baksh, a leader within the country’s Islamic Ahmadiyya movement, told JTA. Omkaar Sharma, a member of the country’s Hindu Pandit Council, said something similar: “We have a long tradition of co-existence and celebrating each other’s holidays. It’s what makes Guyana special.”
On the occasion of the Hindu festival of Diwali last month, President Mohamed Irfaan Ali, South America’s only Muslim head of government, emphasized the country’s inclusivity when he told the nation: “Under the One Guyana banner, our people are coming together, rejecting the forces of division and hatred, and uniting in the pursuit of peace, progress and prosperity.”
The sentiments have had practical implications for the country’s two Jews. In 2017, when a Guyana Tourism Authority group was slated to travel to Suriname for a conference on travel catering to Muslim tourists, the Mauritanian organizer of the event protested the presence of Jewish participants. There were supposed to be two: Ades, and Andrea de Caires, then head of the country’s largest private tour operator, Wilderness Explorers.
“I got a call from the Guyanese Tourism Minister at 1 a.m., who asked me if I was Jewish, and he explained the situation. And I thought, this [antisemitism] is still going on in the world?” de Caires remembered.
The Guyanese tourism minister refused to abide by the ban, de Caires proudly said, and told the Surinamese hosts and conference organizers: “If Jews aren’t allowed, then none of us are going.” The Surinamese, long known for their religious tolerance, also refused to accept the prohibition, and said that all participants were welcome (in Suriname’s capital Paramaribo, a mosque stands next to a synagogue and they share a parking lot). Both de Caires and Ades attended the event.
“When I arrived at the conference, the Surinamese minister of tourism welcomed me, and the director general of Guyana’s tourism ministry gave me the microphone to open the conference. We [Rafi and I] went in with our heads held high,” de Caires said.
De Caires has lived in Guyana since 2010 but her path to Guyana took a different route from Ades’. Born Andrea Levine in Chicago as the granddaughter of a rabbi, she traveled extensively as a child with her physician father, who taught her the importance of creating a Jewish home.
“Judaism was always a part of my life — we celebrated the holidays, lit candles on Friday night, but my father would often say, ‘Going to temple doesn’t make you Jewish,’” Caires said.
De Caires moved to New Jersey and trained as a jeweler, working with clients that included Tiffany’s. She transitioned to working at Bloomingdale’s in sales and then management, and then she moved on to the cosmetic company Borghese, where she became vice president of sales and marketing.
“I got caught up in Madison Avenue, a single mom of three kids, and then I met Salvador,” she recalled. “And I knew there was no point in pursuing a relationship if I wouldn’t move to Guyana.”
Salvador is Salvador de Caires, her Guyanese husband whom she met through her sister. Visiting Guyana for the first time in 2008, she fondly recalled her first visit to the Karanambu Lodge in the country’s south, a former cattle ranch that is now a conservation hub sitting at the center of Guyana’s forests, rivers, and savannahs. The most accessible route is via airplane from Georgetown and then four-by-four vehicle. While based at the lodge, de Caires continued to take conference calls for her New York-based career, while learning more about Guyana and the business of running a tourist destination off the beaten path. She and Salvador moved permanently to Guyana in 2010 to take over the day-to-day management of the lodge.
“When we moved to Guyana, it never occurred to me there would never be a Jewish community here. There’s a Jewish community everywhere,” de Caires remembered thinking. “That was pretty startling.”
Andrea de Caires is shown with Guyanese President Irfaan Ali. (Courtesy of de Caires)
So when they moved from Karanambu in 2016 to work at (and eventually lead) Wilderness Explorers in Georgetown, de Caires was committed to opening her home to Guyanese friends and neighbors with Hanukkah parties and Passover seders.
“The first year we had a Hanukkah party, our invitation went out for latkes and black cake (a traditional Guyanese dish), and we had government ministers, ambassadors and local friends over,” she recalled. “I told the story of the holiday and we lit the candles.”
It wasn’t the first time de Caires had been single handedly responsible for the fostering Jewish traditions in Guyana. She recalled an incident in 2012 when a Colombian-Jewish tourist came to Karanambu Lodge during Passover and asked her to make matzah brei. Under a thatched roof, she was able to make the holiday delicacy for her visitor.
For Ades, too, it is hosting that makes him most appreciate his chosen home in Guyana.
“I will always remember Feb. 1, 1963, the day we left Israel. We had always planned to return,” he said. “But I’m still here. Between then and now I have lived in so many places, and Guyana has been my home for a very long time. One of the best parts of my week is meeting new people who come to Sloth Island — people of different backgrounds from around the world. It is wonderful to welcome them all.”
De Caires plans to share her Jewish traditions once again next month, hosting another Hanukkah party for her Guyanese friends and neighbors. And with the worst of the pandemic in the rearview mirror, both Ades and de Caires are looking forward to booming tourist seasons. De Caires and her husband are also ready to begin a new professional chapter: They recently accepted new positions with a Guyanese conglomerate to develop its tourism operations at a riverine resort.
Does de Caires feel like she has lost something by establishing roots in a place without an established Jewish community?
“If I left here, that would mean there’s one less person to support others [including Jews],” de Caires replied. “I think it’s interesting Rafi and I are both in tourism — you need to have a lot of tenacity, but it’s important that we welcome others to this beautiful country.”
—
The post Meet the 2 Jews of Guyana, a South American nation with a tradition of religious tolerance appeared first on Jewish Telegraphic Agency.
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Three Jewish Men Threatened With Knife in Paris as Antisemitic Attacks Surge
Sign reading “+1000% of Antisemitic Acts: These Are Not Just Numbers” during a march against antisemitism, in Lyon, France, June 25, 2024. Photo: Romain Costaseca / Hans Lucas via Reuters Connect
Three Jewish men were harassed by a knife-wielding individual in Paris, in the latest antisemitic incident to spark outrage within France’s Jewish community, prompting local authorities to launch a criminal investigation and bolster security amid a rising tide of antisemitism.
On Friday, three Jewish men wearing kippahs were physically threatened with a knife and forced to flee after leaving their Shabbat services near the Trocadéro in southwest Paris’s 16th arrondissement, European Jewish Press reported.
As the victims were leaving a nearby synagogue and walking through the neighborhood, they noticed a man staring at them. The assailant then approached the group and repeatedly asked, “Are you Jews? Are you Israelis?”
When one of them replied “yes,” the man pulled a knife from his pocket and began threatening the group. The victims immediately ran and found police officers nearby. None of the victims were injured.
Local police opened an investigation into acts of violence with a weapon and religiously motivated harassment after all three men filed formal complaints.
Jérémy Redler, mayor of Paris’s 16th arrondissement, publicly condemned the attack, expressing his full support for the victims.
“I will continue to fight relentlessly against antisemitism,” he wrote in a social media post. “Acts of hatred and violence targeting any community have no place in Paris.”
The European Jewish Congress (EJC) also denounced the incident, calling for a swift investigation and stronger action to safeguard Jewish communities amid a surge in antisemitic attacks.
“An attack targeting individuals because of their Jewish identity is unacceptable and incompatible with the values of our democratic societies,” the EJC wrote in a post on X.
“Ensuring that Jews can live, worship and participate fully in public life in safety and dignity must remain a fundamental priority,” the statement said.
The knife threat against three young Jewish men returning from synagogue in Paris is a matter of serious concern.
An attack targeting individuals because of their Jewish identity is unacceptable and incompatible with the values of our democratic societies.
The swift… pic.twitter.com/PsxmP0CeLk
— European Jewish Congress (@eurojewcong) February 9, 2026
Like most countries across Europe and the broader Western world, France has seen a rise in antisemitic incidents over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
According to the French Interior Ministry, the first six months of 2025 saw more than 640 antisemitic incidents, a 27.5 percent decline from the same period in 2024, but a 112.5 percent increase compared to the first half of 2023, before the Oct. 7 atrocities.
Last week, a Jewish primary school in eastern Paris was vandalized, with windows smashed and security equipment damaged, prompting a criminal investigation and renewed outrage among local Jewish leaders as targeted antisemitic attacks continued to escalate.
Amid a growing climate of hostility toward Jews and Israelis across the country, the French government is facing mounting criticism as the legal system appears to be falling short in addressing antisemitism.
In one of the most recent and controversial cases, a French court tossed out antisemitic-motivated charges against a 55-year-old man convicted of murdering his 89-year-old Jewish neighbor in 2022.
French authorities in Lyon, in southeastern France, acquitted defendant Rachid Kheniche of aggravated murder charges on antisemitic grounds, rejecting the claim that the killing was committed on account of the victim’s religion.
According to French media, the magistrate of the public prosecutor’s office refused to consider the defendant’s prior antisemitic behavior, including online posts spreading hateful content and promoting conspiracy theories about Jews and Israelis, arguing that it was not directly related to the incident itself.
In May 2022, Kheniche threw his neighbor, René Hadjadj, from the 17th floor of his building, an act to which he later admitted.
At the time, Kheniche and his neighbor were having a discussion when the conflict escalated. He told investigators that he had tried to strangle Hadjadj but did not realize what he was doing, as he was experiencing a paranoid episode caused by prior drug use.
After several psychiatric evaluations, the court concluded that the defendant was mentally impaired at the time of the crime, reducing his criminal responsibility and lowering the maximum sentence for murder to 20 years.
In another case last year, the public prosecutor’s office in Nanterre, just west of Paris, appealed a criminal court ruling that cleared a nanny of antisemitism-aggravated charges after she poisoned the food and drinks of the Jewish family she worked for.
Even though the nanny initially denied the charges against her, she later confessed to police that she had poured a soapy lotion into the family’s food as a warning because “they were disrespecting her.”
“They have money and power, so I should never have worked for a Jewish woman — it only brought me trouble,” the nanny told the police. “I knew I could hurt them, but not enough to kill them.”
The French court declined to uphold any antisemitism charges against the defendant, noting that her incriminating statements were made several weeks after the incident and recorded by a police officer without a lawyer present.
In another shocking case last year, a local court in France dramatically reduced the sentence of one of the two teenagers convicted of the brutal gang rape of a 12-year-old Jewish girl, citing his “need to prepare for future reintegration.”
More than a year after the attack, the Versailles Court of Appeal retried one of the convicted boys — the only one to challenge his sentence — behind closed doors, ultimately reducing his term from nine to seven years and imposing an educational measure.
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US Judge Orders Carnegie Mellon to Disclose Documents on Qatari Money in Explosive Lawsuit
Students walking on the campus of Carnegie Mellon University on July 15, 2025. Photo: ZUMA Press Wire via Reuters Connect
A US federal judge has ordered Carnegie Mellon University to release documents relating to its $1 billion financial relationship with the government of Qatar, an arrangement which has allegedly led to the country’s purchasing influence over how the school handles antisemitic incidents.
The ruling, issued last week, is the latest development in a lawsuit filed by The Lawfare Project on behalf of a Jewish Israeli student, Yael Canaan, who came forward to accuse one of the Pittsburgh university’s top DEI (diversity, equity, and inclusion) and civil rights officials of being a bystander to a series of antisemitic incidents. She allegedly witnessed a number of the incidents and refused to address them in accordance with antidiscrimination policies which explicitly proscribe racial abuse and harassment.
Canaan originally sought redress for an incident in which Carnie Mellon (CMU) professor Mary-Lou Arscott told her to submit a project which would show “what Jews do to make themselves such a hated group,” according to court documents. Later, the diversity official, who is not named in the filing, allegedly perpetrated illegal wiretapping in an attempted mediation between Arscott and Canaan, recording their conversation without securing the consent of every party who participated in the dialogue.
Carnegie Mellon University is located in Pennsylvania, a “two-party consent state” which proscribes recording conversations without the consent of every participant.
With the DEI official’s knowledge, Arscott allegedly continued to harass Canaan after the mediation by sending her a note which contained a link to an “antisemitic journal.” As the conflict progressed, a gang of CMU faculty piled on, reducing her marks and accusing her of “acting like a victim.” Canaan was also told that no one at CMU would “be an advocate for the Jews,” according to court documents.
Discovery has since revealed that the unnamed DEI official, whose sole responsibility is to protect students like Canaan from harassment and discrimination based on race, ethnic origin, and sex, is receiving a salary partly funded by Qatari money — which The Lawfare Project described as an example of foreign influence interfering with the enforcement of civil rights laws passed by US lawmakers.
Now, a judge has ordered Carnegie Mellon University to turn over a slew of documents “reflecting the full economic benefit received from its Qatari relationship,” a decision The Lawfare Project touted as both a major victory in the case and a dramatic revelation of the consequences of foreign influence in American higher education.
“This case shines a light on a dangerous civil rights conflict hiding in plain sight,” Lawfare Project director Ziporah Reich said in a statement. “Foreign governments with appalling human rights records are funding the very offices meant to protect students’ civil rights. This should alarm every parent, every student, and every policymaker in this country. The court recognized that foreign government funding is not peripheral but potentially central to understanding how civil rights laws are applied on campus.”
She continued, “That acknowledgement opens the door for courts nationwide to examine whether hostile foreign state interests are shaping institutional behavior in ways that undermine US law.”
Carnegie Mellon University — which has not responded to The Algemeiner’s request for comment on this story — is not the only school to be accused of being restrained from taking action on antisemitism by a straitjacket of Qatari money.
Last month, the Middle East Forum (MEF) issued a report titled “Qatar’s Multidimensional Takeover of Georgetown University,” which described how Qatar has allegedly exploited and manipulated Georgetown since 2005 by hooking the school on money that buys influence, promotes Islamism, and degrades the curricula of one of the most recognized names in American higher education.
“The unchecked funds provided by Qatar demonstrate how foreign countries can shape scholarship, faculty recruitment, and teaching in our universities to reflect their preferences,” the report explained. “At Georgetown, courses and research show growing ideological drift toward post-colonial scholarship, anti-Western critiques, and anti-Israel advocacy, with some faculty engaged in political activism related to the Israeli-Palestinian conflict or anti-Western interventionism.”
Georgetown is hardly the only school to receive Qatari money. Indeed, Qatar is the single largest foreign source of funding to American colleges and universities, according to a recently launched public database from the US Department of Education that reveals the scope of overseas influence in US higher education. Meanwhile, the federal dashboard shows Qatar has provided $6.6 billion in gifts and contracts to US universities, more than any other foreign government or entity. Of the schools that received Qatari money, Cornell University topped the list with $2.3 billion, followed by Carnegie Mellon University ($1 billion), Texas A&M University ($992.8 million), and Georgetown ($971.1 million).
“Qatar has proved highly adept at compromising individuals and institutions with cold hard cash,” MEF Campus Watch director Winfield Myers said in a statement. “But with Georgetown, it found a recipient already eager to do Doha’s bidding to advance Islamist goals at home and abroad. It was a natural fit.”
Another recent MEF report raised concerns about Northwestern University’s Qatar campus (NU-Q), accusing it of having undermined the school’s mission to foster academic excellence by functioning as a “pipeline” for the next generation of a foreign monarchy’s leadership class.
MEF found that 19 percent of NU-Q graduates carry the surnames of “either the Al-Thani family or other elite Qatari families.” Additionally, graduates from the House of Thani, the country’s royal family, are overrepresented in NU-Q by a factor of five despite being only 2 percent of the population.
The report also said that NU-Q uses its immense wealth, which includes a whopping $700 million in funding from Qatar, to influence the Evanston campus in Illinois, Northwestern’s flagship institution.
“Endowed chairs, faculty exchanges, and governance links” reportedly purchase opinions which are palatable to the Qatari elite instead of investments in new NU-Q campus facilities and programs.
Follow Dion J. Pierre @DionJPierre.
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Can Manischewitz make matzo ball soup hot again?
Last weekend, I was walking through Lower Manhattan, when I strolled past something confusing. Several women in matching baby blue leggings and puffer coats were dancing to pop music in a small park outside the Soho Apple store, surrounded by ice blocks with something — it was hard to tell what — frozen inside them. As I got closer, I realized that they were handing out some kind of greens-boosted energy drink. The set-up was a made-for-Instagram PR stunt.
The whole point of the event seemed to be to cultivate a cool Manhattanite sheen for the brand. People were taking cans of the beverage, because why not — it was free! No one, however, was hanging out and dancing with the paid promoters, who were dancing conspicuously alone. The drink, which was gross, piled up in nearby municipal trashcans. The whole thing left a sour taste in my mouth, and not just from the fake sweetener in the beverage. Do these stunts sell energy drinks? Do they sell anything at all?
These questions were front of mind when I showed up at an art exhibit at a gallery on the Lower East Side. The art show was called SOUP, and it was hosted by Manischewitz to mark the launch of, yes, a line of jarred soups.
When I walked in, there was a solid crowd mingling in the gallery. Photos from Manischewitz’s newest ad campaign from Ohad Romano — a delightfully campy set of family photos featuring, of course, jars of soup — hung on one wall, opposite the soup-free work of two other Jewish artists, psychedelic scenes by Dan Weinstein and colorful objects from Rosemarie Gleiser.
Orange-aproned waiters passed around teacups full of soup and a bartender made gin and tonics featuring Cel-Ray and spritzes with Manischewitz wine. (The wine is owned by a different company than the food products, so was unrelated to the event.) There was a line in the back room to get Manischewitz-themed patches sewn onto Manischewitz-branded hats. A baby on a woman’s hip giggled. A man in a sharp suit, cravat and kippah laughed with a group of friends as they all sipped chicken soup with matzo ball floaters.
But what did any of it have to do with actually selling soup?
Talia Sabag, a marketing manager at Manischewitz, told me that the art show was part of the rebrand that the company has been rolling out over the past few years. Their boxes of matzo went from a bookish off-white to a bright orange, with scribbled illustrations of little figures carrying bowls of soup across the box that look like they should have walked out of the Jewish Almanac. The company told The New York Times, in 2024, that the rebranding effort was to refresh the brand, but also to target a new base of “culturally curious” consumers. In short, they wanted to sell kosher products to everyone, not just Jews.
Nearly everyone at the art show’s opening, however, seemed to be Jewish. More relevantly, the show was only planned to be up for six days.
While I sipped my teacup of soup, I asked Sabag what the show was meant to achieve for the brand. At first, she stuck to the message, arguing that the show was exactly what it said it was: an art show about soup.
“We want to celebrate the interwoven ways cuisine plays a role in communicating Jewish culture to ourselves and to the world,” she said with a bright smile, all symbolized by “the warmth of soup!”
Eventually, though, we got down to it: “A lot of studies do show that Gen Z does buy products based on that coolness factor,” Sabag told me. (She mentioned Nutter Butter as an example; the cookie started posting surreal, apocalyptic memes and saw their sales spike as a result.) In the words of the Gen Z buyers the brand is trying to attract, the art show is aura farming.
But is it possible to make Manischewitz cool? The brand is so iconic, so central to American Judaism, that it almost feels like asking whether it’s possible to make Judaism itself cool. Whether or not Judaism needs help in that arena is an open question, but plenty of people and brands have been trying to boost its coolness factor, whether it’s handbag designer Susan Alexandra’s glitzy launch party for her line of Judaica or the transgressive Bushwick burlesque show, Sinner’s Shabbat.
“We want to open up the conversation to the younger generations of course,” Sabag said. “But we’re not neglecting our core audience: our bubbes.” That means balancing nostalgia and hipness.
It’s almost impossible to purposefully construct coolness; by its nature, it resists trying. Usually, trying to be cool can only backfire, like the event with the energy drink dancers.
But I have to admit: The art show was kind of cool. It nailed its aesthetic, embracing the absurdity and surrealism of a moment in which a historic, grandmotherly brand like Manischewitz would be running an aura farming event, tonally a perfect fit for an irony-pilled era. Yet it also took itself seriously in the right ways; it was, ultimately, an actual art show with Jewish artists’ work in a neighborhood with deep Jewish roots, serving historic Jewish food. It felt genuine and rooted even as it was irreverent. Every detail was thoughtful. The drinks were actually good. The soup was exactly the same as ever.
The truth is, Manischewitz’s rebrand is cool because Manischewitz has always been cool. So has Judaism.
The post Can Manischewitz make matzo ball soup hot again? appeared first on The Forward.