“When I do feel that I’m right, I’m not much bothered by criticism,” she added. “Who has ever stood up against injustice without being criticized? If that’s all I have to endure, then it’s very little.”
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The founder of Peru’s only Jewish bakery looks to educate non-Jews through food — and Instagram stories
LIMA, Peru (JTA) — The story of Lima’s only Jewish bakery begins on Christmas.
On the eve of the holiday in 2016, Deborah Trapunsky was baking challah for a non-Jewish friend who wanted a unique gift for her boyfriend. Her friends had always loved her challah, and she enjoyed sharing this aspect of her culture with them. But on that night, Trapunsky figured that she would see if anyone else would be interested in some challah to go with their Christmas dinner. So she posted on Facebook.
The response was overwhelming.
Trapunsky ended up receiving nearly 100 orders, and without a professional oven, she barely kept up with the demand. Using her parents’ small kitchen to complete the orders, Trapunsky said that she had to “colonize” her parents’ apartment — using every countertop to knead dough, laying out challahs throughout the rooms to cool down and then packaging them.
As she drove around Lima on Christmas day completing all the deliveries, as the majority of Peruvians were celebrating with their families, Trapunsky hatched a plan to turn the unexpected response into a business.
“I was really surprised when the orders started to grow and grow,” she said. “I had no idea about anything, no idea how much challah I could bake, no idea how to do the packaging…but that’s how it all started.”
She named her creation Oh-jalá — a bit of wordplay, as “ojala” means “I hope” and jalá is the Spanish word for challah, the braided Ashkenazi bread traditionally made on Shabbat and holidays.
Seven years after that Christmas Facebook post, the bakery has moved from a cramped 120-square-foot kitchen to a 1,200-foot brick and mortar space that opened in 2020 in a garage of an old colonial home in the posh neighborhood of San Isidro.
Trapunksy, who is 30, has gone from selling four flavors of challah to 12 — including vegan and nutella varieties — and has expanded from only selling challah to offering coffee, hamantaschen (for Purim), a variety of sweetbreads and even bagels. (She made sure to add the disclaimer that hers are not on par with New York bagels but that they suffice for the traveler in Peru who is craving the Jewish-American staple).
Over the years, Trapunsky’s clientele has also shifted from mostly Jewish customers — who found her after the initial Christmas rush — to mostly non-Jews. She therefore sees Oh-jalá as more than a job: it’s her attempt to combat stereotypes, encourage the integration of Jews into Peruvian society, and perhaps most importantly, it’s her attempt to forge a unique Jewish-Peruvian identity for herself.
The bakery is housed in a garage of an old colonial home in the posh neighborhood of San Isidro. (Courtesy of Deborah Trapunsky)
“Here in Peru people like ‘different’ [cultures and cuisines], and being Jewish in Peru is very different,” Trapunsky said. “And I really enjoy having a bakery that exists at the intersection between this minority community and the larger Peruvian world.”
Jewish Peruvians make up fewer than .01% of the country’s population of 34 million and are mostly concentrated in the capital Lima. Trapunsky and her family are currently close with other members of the community here, but they didn’t always fit in.
Like many South American Jews, her family mostly descends from Eastern Europe. Before 1998, they lived in Chile, but looking to leave financial struggles behind, the Trapunskys left for Peru. Siblings, parents, cousins, aunts and uncles all lived together in an old house in Lima. Trapunsky recalled these memories fondly, as she was only a child and enjoyed being with her cousins. But she also remembers the tension between her parents and uncles and aunts, as their economic hardships were compounded by feeling like outcasts among Lima’s Jews.
Oh-jalá includes bagels on the menu. (Courtesy of Deborah Trapunsky)
Lima’s Jewish community of around 2,000 is very wealthy, and the Trapunskys came to Peru with almost nothing. Starting from scratch, they had to fight for a place within a community that Deborah describes as “hermetic.” She spent much of her childhood feeling like she didn’t belong in the traditional but not Orthodox community that was supposed to embrace her. It made her bitter.
“The Jewish community here is very closed-minded. When [my family] arrived in Peru, we didn’t have any money…I was young but I remember feeling the struggle of my family trying to exist in an unwelcoming community,” Trapunsky said. “So although I’ve always felt grateful for being Jewish and for the Jewish community here, I also have always felt a little resentment.”
After graduating from Peru’s only Jewish high school, she went to university and immersed herself in the non-Jewish world. She quickly discovered that the majority of Peruvians know very little about Jewish people, and what they do know is often based in stereotypes and anachronisms. She often tried to educate her peers about Jewish holidays, traditions and food, and through that process felt more Jewish than she ever had.
“Sharing my culture with friends helped me discover what made me feel Jewish. When I was only spending time with other Jews, I lost the ability to identify myself by contrasting myself to others,” she said. “But being immersed in Peru’s secular world gave me the opportunity to connect to my Judaism in a very different way.”
She added that she thinks the insularity of Lima’s Jewish community leads non-Jewish Peruvians to view the community with suspicion and reinforces negative stereotypes about Jewish people. With Oh-jalá, Trapunsky is trying to change that — to foster interaction between local Jews and others, and to show Peruvians how Jews enrichen their society.
Trapunsky is shown with some of her employees inside Oh-jalá. (Courtesy of Deborah Trapunsky)
“Food is a safe and secular space,” she said. “It gives me the opportunity to share cultural information in a non-political manner.”
But Oh-jalá’s physical space is not the only tool that Trapunsky uses in her mission — she also uses the bakery’s Instagram account to educate Peruvians about Judaism. With more than 18,000 followers, she does educational Instagram stories on Sukkot, Pesach, and other Jewish holidays. She even did an Instagram live video on “Judaism 101.” In a series of highlighted stories on her page, she talked about topics ranging from the fasting on Yom Kippur to why Jews don’t celebrate Christmas to, of course, the origins of challah.
As a result, she has received hundreds of positive direct messages from Peruvians eager to learn more about the religion and compare Judaism to their own Catholicism. She said this was her exact goal.
“I want to overturn the hermetic reputation of the Jewish community and turn it into something accessible, open to the public, and even trendy,” she said. “I want everyone in Peru to be able to get to know us… and explore our culture.”
Starting Oh-jalá has also helped her let go of the resentment. She now not only feels more secure in her identity as both Peruvian and Jewish, but also more of a valued member in the Lima Jewish community.
As the financial success continues, Deborah is focused on the future. She wants to franchise her bakery and plans to open another one on the other side of the city.
Ever the entrepreneur, she also made sure to tell the Jewish Telegraphic Agency that she’s looking for investors — and for a Jewish boyfriend.
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The post The founder of Peru’s only Jewish bakery looks to educate non-Jews through food — and Instagram stories appeared first on Jewish Telegraphic Agency.
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Sally Rooney to Publish Hebrew Translation of Latest Book With Pro-BDS Israeli Publisher
Author Sally Rooney in an interview with “PBS NewsHour.” Photo: Screenshot.
Award-winning Irish author Sally Rooney will publish a Hebrew translation of her latest novel, Intermezzo, through an independent Israeli publishing house that supports the boycott, divestment, and sanctions (BDS) movement against Israel, it was announced on Tuesday.
According to its website, November Books aims to “promote the full realization of human rights … and in particular for Palestinians living under all forms of Israeli oppression including the military occupation.” The Israeli publishing house said it is also “committed to the idea, in line with Palestinian and democratic voices in Israel, that Israel should not be a Jewish state but rather a state of all its citizens and recognize the right of return as it was accepted by the UN. We strongly oppose any form of inequality and apartheid.”
November Books will publish the Hebrew translation of Intermezzo in collaboration with +972 Magazine and Local Call, two independent Israeli news outlets. Translated by Debbie Eylon and edited by Asaf Schurr, it will be published in June “in a way that honors the principles of the boycott and stands in solidarity with the Palestinian demand for freedom, equality, and justice,” +972 Magazine executive director Haggai Matar wrote on Tuesday in an op-ed announcing the news. The novel, published in 2024, focuses on two brothers following the death of their father, and it explores themes of grief, love, and family.
In 2021, Rooney announced she would only allow her third book, Beautiful World, Where Are You, to be translated to Hebrew through a publishing house that complies with the BDS movement’s “institutional boycott guidelines” against Israel. The 35-year-old author said she does not want to partner with an Israeli company “that does not publicly distance itself from apartheid and support the UN-stipulated rights of the Palestinian people.”
At the time, Rooney had already published Hebrew translations of two of her novels — 2017’s Conversations With Friends and 2018’s Normal People – with the Israeli publishing house Modan, but refused to let them translate Beautiful World, Where Are You.
BDS seeks to isolate Israel from the international community as a step toward its eventual elimination. Leaders of the movement have repeatedly stated their goal is to destroy the world’s only Jewish state.
Rooney spoke this week to The Guardian and attempted to explain her position.
“For me, the act of translation is in itself a beautiful ideal,” she said. “Though my refusal to work with complicit Israeli publishing houses made the contractual side of things more complex, I was, of course, never boycotting the Hebrew language or any language.”
Last year, Rooney said she would give proceeds from her books and BBC adaptations of them to support Palestine Action, an anti-Israel group designated as a terrorist organization in the United Kingdom.
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For Israel, the Accusation Itself Becomes Proof
People attend the annual al-Quds Day (Jerusalem Day) rally in London, Britain, March 23, 2025. Photo: REUTERS/Jaimi Joy
A dangerous shift happens when people stop feeling responsible for verifying what they believe. The accusation itself becomes enough. Once institutions repeat something with enough confidence, many decent people hand over their judgment completely. They assume somebody else has already checked the facts.
That is where real danger begins.
A case is being built against Israel in international courts, and much of the public discussion around it already feels emotionally settled long before most people have examined a single document, testimony, or legal standard for themselves.
The International Court of Justice has no meaningful conflict-of-interest mechanism comparable to what people would expect in many domestic legal systems. UN reports and secondary claims enter public discourse carrying the weight of institutional authority, even when the underlying sources were never cross-examined or independently verified in a courtroom setting.
At a certain point, the accusation itself becomes proof.
That pattern extends far beyond a courtroom. Perception gets taken over before a person realizes his or her thinking has been outsourced. Repetition creates familiarity. Familiarity creates emotional certainty. Eventually people stop asking where the information came from in the first place.
Jewish history carries enough experience with this pattern to recognize it early. A claim repeated often enough starts feeling like an established truth even before evidence exists to support it.
Once institutions absorb the accusation, the public no longer experiences skepticism as responsibility. Skepticism starts feeling like disobedience.
Artificial intelligence is about to accelerate this problem even further. AI systems absorb dominant narratives faster than human beings can examine them critically. Once a version of events becomes widely indexed, cited, repeated, and emotionally reinforced, it enters the system as background truth. The next generation encounters conclusions first and context later.
That matters because most people do not independently investigate history, legal claims, or war. They inherit understanding socially. Search engines shape it. Institutions shape it. Algorithms shape it. Repetition shapes it.
The responsibility for your own safety begins before the threat fully arrives. Physical self-defense taught me that years ago. Cognitive self-defense follows the same principle. A society that loses the ability to question emotionally satisfying accusations becomes vulnerable to manipulation at a scale far larger than any courtroom.
People once understood that serious accusations required serious proof. Today, institutional confidence often replaces evidence in the public mind. That shift should concern anyone who still believes good intentions alone are enough to protect people from participating in injustice.
Tsahi Shemesh is an Israeli-American IDF veteran and the founder of Krav Maga Experts in NYC. A father and educator, he writes about Jewish identity, resilience, moral courage, and the ethics of strength in a time of rising antisemitism.
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Fatah Turned 388 Terrorists Into Its Leaders at Its 8th General Conference
A meeting of the Fatah Revolutionary Council at the Bedouin village of Khan al-Ahmar in the West Bank, July 12, 2018. Photo: Reuters / Mohamad Torokman.
The Eighth Fatah Conference continued to glorify past Palestinian terrorist murderers while building the next generation of terrorist leadership.
PA and Fatah leader Mahmoud Abbas decided that all prisoners who were incarcerated for more than 20 years — meaning those who were guilty of murder or attempted murder — automatically would become part of the Palestinian leadership and thus were able to participate and vote at the conference, which took place this past weekend.
The consequence of this is that a total of 388 Palestinians, who as prisoners were presented as role models, just transitioned into becoming PA leaders.
A senior Fatah youth leader described the importance: “We have a great opportunity as Fatah youth … to learn from them.”
Palestinian Media Watch (PMW) has shown repeatedly exactly how the PA and Fatah, as policy, portray murderers of Jews as role models for all Palestinians, and especially youth:
Official PA TV newsreader: “The prisoners [i.e., terrorists] will also have prominent representation in the [Eighth Fatah] Conference, there will be participation of more than 388 prisoners who have served more than 20 years in the occupation’s [i.e., Israeli] prisons…”
Fatah Shabiba Youth Movement Secretariat member Tasami Ramadan: “The participation of the [released] prisoners this time in this conference… is a very qualitative addition... seeing this qualitative and special addition that our released prisoners will contribute, as they are not just released prisoners and we cannot summarize them only as such.
They are also [figures] of national stature and national pillars who have outlined the characteristics of Fatah’s path, and they are also spiritual and organizational pillars. We have a great opportunity as Fatah youth … to learn from them and to be their partners in building Fatah’s political decision.” [emphasis added]
[Official PA TV News, May 8, 2026]
A Fatah spokesman further legitimized the participation of released terrorists in Fatah’s leadership conference as they “precede everything” and are held “in highest regard:”
Fatah Spokesman and Eighth Fatah Conference preparatory committee member Iyad Abu Zneit: “The composition of the [Eighth Fatah] Conference is diverse and rich … Of course, the released prisoners [are also represented], as they precede everything.
I will emphasize that the leadership insisted on there being broad representation for the [released] prisoners at this conference… The group of prisoners that these ones represent from among those in the Fatah Movement also constitutes a significant number [of members], a large number, who have their own role, and we hold them in the highest regard. They have the right to be partners in Fatah, in the [Fatah] Revolutionary Council, in the leadership of the [Fatah] Central Committee, and in any place they can reach.” [emphasis added]
[Official PA TV, Topic of the Day, May 6, 2026]
PMW exposed last week that among the Fatah members at the Eighth General Conference and those running for Fatah leadership positions are released prisoners responsible for the murder of 75 people while some of the most venerated figures at the conference included arch-terrorist murderers Abu Iyad, who planned the Munich Olympics massacre, and Abu Jihad, who was responsible for the murder of 125 people.
The author is the Founder and Director of Palestinian Media Watch, where a version of this article first appeared.