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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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A great Jewish intellectual understood the Kafkaesque horror of Tennessee’s botched execution
Two days ago, the state of Tennessee tried to kill Christa Pike, the Death Row prisoner who, in 1995, was found guilty of the torture and murder of her classmate Colleen Slemmer. After spending more than 30 years on death row, Pike was strapped to a prison gurney and, as journalists watched through a window, an execution team cycled through at least a half-dozen syringes before finding a vein suitable for the injection of pentobarbital.
Or so they thought.
After Pike herself tried to help the team find a vein, they injected her with a supposedly lethal dose of the barbiturate. Though it caused an intense burning sensation in Pike’s arm, the dose failed to do its job, leading the executioners to empty a second dose into what they thought was a vein but turned out to be the surrounding tissue. Shortly thereafter, a curtain was drawn across the window and, for an hour, the journalists heard Pike continue to breathe and snore. Pike’s legal team eventually learned that their client, barely but still stubbornly alive, had been rushed to the emergency room of a nearby hospital.
While Pike’s physical prognosis is uncertain, there is nothing uncertain about the ethical diagnosis of this event. At least this would be the case for two earlier journalists who wrote at length on the death penalty: Arthur Koestler and Albert Camus. Long after they both became celebrated novelists and intellectuals, the two men each wrote essays on state-sanctioned killing, which were combined and published in France with the title Réflexions sur la peine capitale, or Reflections on the Death Penalty.
These reflections are as relevant in our own age of drug-induced executions as in Koestler and Camus’ era of where the delivery system of death was a noose or the guillotine.
Born into a secular Jewish family in Budapest, Koestler was, as the phrase goes, a child of his century, one convulsed by catastrophic wars, murderous ideologies, and multiple genocides. Described by his friend George Orwell as an “outstanding figure” of his time, Koestler, like Orwell, fought in and reported on the Spanish Civil War. As a member of the Spanish republican forces, he was captured by Franco’s intelligence service and sentenced to death — a fate Koestler escaped when, after several months of imprisonment, he was released in a prisoner exchange.
Yet this experience deeply marked him. In the mid-1950s, he rallied to the campaign to end capital punishment in Great Britain, penning the essay “Reflections on Hanging.” Serialized in two newspapers, the essay galvanized public opinion and played a pivotal role in the parliamentary vote that, while not entirely abolishing the death penalty, severely limited it. Given the clarity and ferocity of Koestler’s writing — which, Rebecca West observed, was as historically misleading as it was rhetorically moving — this sea change in the public’s attitude and parliament’s position is not surprising.
One passage seems especially relevant for the recent events in Tennessee. “There is indeed a Kafkaesque horror attached to an execution,” Koestler writes, “which goes beyond the mere fear of death or pain or indignity. It is connected not with the brutality but with the macabre, cold-blooded politeness of the ceremony, in which the person whose neck is going to be broken is supposed to collaborate in a nice, sensible manner, as if it were a matter of a minor surgical operation…it is present in the delinquent’s knowledge that in the embarrassed stares of the officials he is already mirrored as a dead man with a blue face and ruptured vertebrae; and that what for him is the final, violent termination of life is for them merely an unpleasant duty, followed by a sigh of relief and a plate of bacon and eggs.”
Did the unnamed doctor, I wonder, stare with embarrassment as he repeatedly tried but failed at killing the — perhaps this is not the best word — patient? How, I also wonder, should readers respond to the description of Pike’s attempted execution? (With embarrassment, I admit while I was revulsed, I also continued sipping from a mug of coffee as I read the New York Times’ account.)

We can guess how Lucien Camus might have responded. His son, Albert Camus, told and retold the story in his writings of his father who, having witnessed a public execution by guillotine, returned to the house, vomited in the sink, and never spoke about the experience. In the essay “Reflections on the Guillotine,” which accompanied Koestler’s, Camus suggested that rather than telling the condemned man or woman that they will pay the ultimate price or their debt to society for their crime, they instead be told the truth. “If you kill you will be imprisoned for months and years, torn between impossible death and constantly renewed terror, we shall slip into your cell…tie your hands behind your back [and] bind your arms with a strap to that you are forced to stoop [and] then carry you through the corridors [and] seize you by the seat of your pants and throw you on a board [then] let fall from a height of seven feet a 120 pound blade that will slice off your head like a razor.”
What, then, did the judge overseeing the 1995 trial tell Christa Pike when the sentence was rendered? The delivery system for death then was the electric chair and, to the judge’s credit, she did inform Pike that she would be subjected to a degree of electroshock sufficient to kill her. I do not know when the agent of death shifted from electroshock to pentobarbital nor do I know if a judge explained to Pike how the drug would act on her brain and organs to bring about her death. But I am pretty certain that none of the judges informed Pike of one legal scholar’s assessment of this form of death: “It is not the most humane, it is the most humane-looking.” I am even more certain they did not inform her, in case she survived another botched execution by the state of Tennessee, which boasts a history of such botches, that her brain would be irreversibly damaged.
Finally, I am most certain that, whether strangled by a tightened noose, decapitated by a sharpened blade, or injected by what was possibly an expired dose of pentobarbital, the sheer barbarism exercised by officials wearing white coats remains constant.
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‘East of Eden’ was my family Bible — until I read the real one.
I didn’t know until recently whether the house I grew up in had a Bible, but I always knew we had a first edition of John Steinbeck’s East of Eden.
It’s my mother’s, gifted to her by her boss at Brattle Book Shop, an antiquarian book store in Boston, where she worked in college. Its dustjacket shows a pastoral scene, a simple rendering of a valley in greens and ochres. Were I to inherit it, and were it in better shape, it would be the most valuable thing I own. (In 1975 it went for $25.)
I never picked it up to actually read it: too precious. My own copy was a paperback with deckle edges. I left it behind on a communal shelf at a hostel in London for some other traveler 12 years ago during my first trip to Europe.
The novel, about three generations of the Trasks and how they struggle to earn their father’s approval, urges us to consider what we carry with us and what we discard. The question of legacy was certainly in the mind of Steinbeck, who considered it his masterpiece. While the author includes his mother’s side of the family, the Hamiltons, as characters, I’m not quite sure if he consciously linked his biblically-inspired epic to his paternal side’s short residence in the Holy Land.
Steinbeck’s grandfather Johann Adolf Großsteinbeck helped to establish an agricultural community, Har Hatikvah, outside of Jaffa in the 19th century. The community, made up of Christians who believed the end times were at hand, disbanded in 1858, after Johann’s brother Friedrich was killed in a raid by the locals.
Zoe Kazan’s Netflix adaptation of the book is hyper-aware of her own paternal grandfather, Elia Kazan, who adapted the film in 1955 with a smoldering star named James Dean. At the heart of her response is the word “timshel,” absent from her grandfather’s adaptation but central to Steinbeck’s book.
It’s not a real Hebrew word, but a poor transliteration that Steinbeck incompletely translated as “thou mayest.” To the characters, reading it from a verse in Genesis, it signifies an open path. In reintroducing the word to the story — a more holistic, and by my lights better, telling — Kazan has said she is showing that we have choices.
We can choose, for example, not to name names before the House Un-American Activities Committee as Elia Kazan did and, more to the point, we can opt to be different from our families and learn from their mistakes.
One line, spoken by the character Lee and tweaked slightly for the series, earns a new dimension with Zoe Kazan penning the script: “It’s easy to excuse yourself because of your ancestry, but whatever you do, it will be you who does it.”

Steinbeck, for his part, did not follow his forebears in settling Ottoman Palestine as a messianic Christian. He visited in 1966, when it was Israel, on assignment from Newsday to document the development of the new country. (His impressions, coming a year before the Six-Day War, were highly favorable; his pitstops included Masada and the remnants of his family’s settlement.)
My own differences from the older generation —I was the one who told my disappointed mother that Steinbeck botched his Hebrew — has been a process.
I hadn’t yet read Genesis when I first read East of Eden. Now that I have, I see many biblically mixed metaphors. The first patriarch Cyrus Trask — who perhaps ironically, given his inflated record as a Union soldier, shares the name of the king who liberated Jews from Babylon — lost a leg in the war, which could recall the injury Jacob sustained fighting the angel. In accepting the gift of one son and not the other, Cyrus also stands in for God the Father.
His sons are Adam and Charles (the first letters of their names tell us who’s Abel and who’s Cain), who are in fact half brothers like Isaac and Ishmael. Adam’s wife, Cathy, is the serpent — and Eve, Lilith, Satan, Jezebel and perhaps simply the concept of evil.
Adam and Cathy’s sons, Caleb and Aron, are twins, like Jacob and Esau, but their story replays that of Cain and Abel. The book’s title, taken from Genesis, refers to where Cain was cast out, is misleading. The book begins in Connecticut, Adam moves West to Salinas, California. Charles stays put and dies at home, never experiencing exile.
I didn’t grow up knowing all these beats from the Tanakh, and it’s beside the point, really, and yes, pedantic. Steinbeck’s genius is not in how closely he hews to the biblical narrative, but in how he finds the echoes that are there in the origin story of mankind and the Jewish people.
The dynamics we see in Cain and Abel travel down to Ishmael and Isaac, Jacob and Esau, Joseph and his brothers. In each of their stories is betrayal, favoritism and the common theme, as expressed by Sam Hamilton, the character modelled on Steinbeck’s grandfather, that when it comes to love “no one ever had enough,” a feeling that can induce even fratricide.
I never felt I lacked love, but there are less dramatic ways to disappoint one’s parents. I might have left my mother’s first edition in London instead of my ratty paperback. I’m sure I’d have been forgiven, but it’s better as an inheritance.
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Is this Vermont farm the American kibbutz? I camped out there during Sukkot — and got a taste of Judaism’s ancient agrarian roots
Sukkot, the Jewish harvest festival, can feel a little abstract for Jews like me who live in big cities, far removed from the agricultural cycle that gave rise to the holiday. Typically, the extent of my fall harvest consists of buying a pumpkin from Trader Joe’s.
But last weekend, sleeping in a tent at Living Tree Alliance, a Jewish farm and co-housing community in rural Vermont, I found myself much closer to Sukkot’s agrarian roots. Rows of colorful produce stretched across the 93-acre property, much of it destined for the “stone soup” that would become our dinner the following night. Plants grown on the farm formed the sukkah’s schach, or roof covering.
“I forgot scissors,” Melanie Grubman, one of Living Tree’s founding members, told me as she cut yellow flowers off their stems with her teeth for material to decorate the sukkah.
About 16 people, including a few families with children, live on this bucolic property year-round, in what may be the closest American equivalent to an Israeli kibbutz. Residents are expected to volunteer between 8 and 16 hours per month, doing farm chores, serving on committees, managing the on-site AirBnB and keeping common spaces clean. All disagreements are resolved through a system of “sociocracy,” a governance model based on consent; decisions are made only when no one objects. On Shabbat, that work ceases, and chickens raised by residents are butchered kosher-style for dinner.
By living closer to the land, their food supply, and each other, residents say they feel closer to Judaism, too.
“It’s hard for me to pray not in the garden,” Grubman said. “I have no desire to sit inside when holiness is blowing on me.”
The Founders

Sephirah Oshkello, 54, barefoot and wearing a long purple tie-dye dress, swayed back and forth with the rhythm of prayers. As we went around the circle naming those in need before reciting the Mi Shebeirach, the prayer for healing, she offered, “Mama Earth.”
Oshkello, a Hebrew priestess, or kohenet, also works as a holistic nutritionist when she isn’t gardening or leading prayers.
This free-spirited lifestyle is a far cry from the environment in which she grew up. Oshkello was raised in Great Neck, New York, where she attended Temple Israel, a Conservative synagogue.
But after college at University of Maryland, she joined a community service program in Tzfat, Israel, where she got a taste of Jewish communal living, studied Jewish tradition, and spent her days hiking. From there, she spent a year living on an Israeli kibbutz.
“From then on, I felt like, I want to create something like this in the States,” Oshkello said. “Because when I went to Israel, my mom said, ‘OK, go, but you better come back.”
She returned to Great Neck and attended an Orthodox synagogue, but quickly realized it wasn’t the right fit.
“Judaism is connected to the land, and when the Jews got kicked out of their land, it became a culture of the book,” Oshkello said. “I do love to study words, but it only serves one part of our being, right? In Kabbalah, we talk about body, mind, spirit.”
The idea for Living Tree took shape on Oshkello’s second date with her now-husband, Craig, at a vegetarian restaurant in Seattle in 1997, when she told him about her dream to create an intentional Jewish community. The couple moved to secular co-housing in New Hampshire, where they began scouting property in Vermont and making plans for their own Jewish community.
In 2015, she and Craig bought the 93-acre Living Tree property in Moretown, Vt., then just a field with trees and a sugar shack, and moved there about a year later.
Grubman, a 47-year-old Waldorf teacher and owner of an all-women stonemasonry business in Vermont, was among the first residents. Like Oshkello, Grubman grew up in a suburban Jewish community — in her case, a “ritzy” Conservative synagogue outside Philadelphia. But she never connected with the idea of praying while sitting still inside.
“I was one of these angsty teenagers who was like, ‘Nature is busting through the concrete!’” Grubman said. “‘My heart is crying!’”
At Wesleyan University, Grubman became president of the environmental club and wrote her own eco-Haggadah for Passover. She later helped jumpstart Wilderness Torah, a program reconnecting Jews with the agricultural context of the Hebrew calendar, in Berkeley and Oakland, California.
Along the way, she encountered spiritual leaders who helped her understand that Jewish practice could look different from the Judaism of her childhood.
She remembered one rabbi who arrived for Yom Kippur “in white pajamas, covered in dirt.”
“And we were like, ‘Oh, what’s he doing?’ And he was like, ‘Oh, I was davening in the woods,’” Grubman said. “That’s the opposite of suburban Philadelphia Yom Kippur — when you show up in some fancy dress [that] you went to the mall to buy and gossip.”
Living Tree, Grubman said, offered a way to make Judaism a part of daily life beyond prayer and study.
“I felt like Judaism and like the world in general can be very intellectual. And I am a very intellectual person,” Grubman said. “But the more I link it to what I’m doing with my body and my hands, it just feels like it makes more sense to me.”
‘Shtetl Vibes’
There’s a long history of Jews who have sought to build communal, self-sufficient communities. But turning that ideal into a sustainable way of life has always been complicated.
The first kibbutz was established in Ottoman Palestine in 1910; the movement expanded after Israel’s founding in 1948. But the kibbutz system largely collapsed during the country’s financial crisis in the 1980s, when the utopian socialist model slowly gave way to a privatized version. Kibbutzim retained many of their collectivist values, but residents no longer pooled their incomes, raised their children together, or lived completely off the land.
American Jews experimented with communal living, too. During the back-to-the-land movement of the 1960s and ’70s, tens of thousands of young, college-educated city dwellers moved to rural Vermont as part of a countercultural movement. While few communes were explicitly Jewish, residents included many Jewish hippies. (Sen. Bernie Sanders, who briefly lived on an Israeli kibbutz in his twenties, was kicked off a Vermont commune for allegedly loafing around and talking about politics rather than working the land.)
But few of those experiments lasted as fully communal settlements.
Today, efforts to revive Jewish communal living are taking new forms. Young Jews live together through organizations like Moishe House, where residents get subsidized rent in exchange for planning Jewish community events. In Berkeley, an urban Jewish cohousing community called Berkeley Moshav is under construction; residents will own condos and make collective decisions about shared spaces.
Living Tree Alliance, which operates as both a nonprofit and a homeowners association, has seemed to stand the test of time — it has been hosting residents for over a decade. But like the modern kibbutzim, it’s not a full escape from the trappings of capitalism: Residents, most of whom have day jobs outside their farming responsibilities, don’t share income, and they own their own homes while co-owning the surrounding land.
Grubman, who works three jobs, cringed when I asked if Living Tree sometimes felt like utopia.
“It actually is a lot of work. It’s really really challenging,” Grubman said. “But what else are you going to do? Look at your screen?”
Many of the residents I spoke to were attracted to Living Tree as an escape from modern malaise.
Gil Ben Moshe and Ella Sutherland moved to Living Tree a few months ago with their three children, ages 2, 5 and 14. The couple met at an anarchist community in northern California and co-founded an intentional community in Virginia. After deciding they wanted a Jewish co-housing community instead, they found Living Tree online and moved.
Ben Moshe, wearing a kippah over his long hair, a plaid flannel, and no shoes or socks, has fond memories of living on an Israeli kibbutz until he was 4, when his family moved to the city of Eilat. The transition to urban life was jarring, he said, and he vowed to eventually return to the pastoral life of his early childhood.
“I’ve been so shocked at the discrepancy between people really believing that community is the right way to live, but not actually meaning it when they say it,” Ben Moshe said. “People’s relationship with spirituality is one that resembles more of their shelf with porcelain knickknacks … it’s not their daily bread.”
Arielle Sabot, a 28-year-old who uses they/them pronouns, worked as an apprentice at Living Tree for a year beginning in 2023. They now live in the Boston area, where they attend a traditional egalitarian synagogue and work as an outdoor Jewish educator.
While at Living Tree, they lived in a tiny cabin that lacked running water. During the winter, they chopped their own wood to heat the cabin with a wood-burning stove.
The arrangement wasn’t always idyllic. There were no flush toilets. Dishes, which Sabot had to boil water to wash, could pile up. And living alongside neighbors who were also co-workers could get tense sometimes.
But that proximity, Sabot said, also made some aspects of Jewish life feel more manageable.
“I think it’s easier when your community is right outside your door,” Sabot said. “You don’t have to go somewhere. It was shtetl vibes.”


Getting Outside
Since Living Tree was founded more than a decade ago, organizations explicitly linking Jewish spirituality and the natural world have been “growing exponentially,” Oshkello said.
A 2014 national study helped document the growth of what it dubbed Jewish Outdoor, Food and Environmental Education, or JOFEE, and found more than 2,400 people had participated in immersive Jewish outdoors programs the previous year. In 2025, Adamah, one of the movement’s largest organizations, reported more than 45,000 participants in its programs, including almost 10,000 Jewish teens and college students.
Vermont is especially fertile ground for this kind of experiential Judaism. On Shavuot, Living Tree and the Jewish Community of Greater Stowe hike Mount Mansfield, the state’s tallest peak, carrying a Torah for a small taste of what Moses may have felt ascending Mount Sinai to receive the Ten Commandments. On Tu B’Shvat, Jewish Vermonters snowshoe beneath the full moon, stopping at different trees for reflection, poetry and song. And then there’s “Ski Ride Purim,” when skiers and snowboarders hit the slopes in costume, eating hamantaschen along the way.
“Vermonters are going to be outside as much as we can,” said Beth Liberman, executive director of Jewish Communities of Vermont, the state’s Jewish umbrella organization. “We’re bringing Judaism where it connects for so many people.”
There may be an even larger Jewish constituency to capture: In a 2020 Pew Research Center survey, 51% of American Jews said they derived a great deal of meaning and fulfillment from being outdoors — more than twice the share who said the same about their religious faith.
The Jewish connection with the outdoors was a major draw for Talia Wilk, a 20-year-old spending two weeks at Living Tree through a fellowship program. Wilk said she grew up going to Jewish summer camp, where Judaism felt intertwined with being in nature. Now living in Toronto, she works as a Hebrew school teacher and an educator at an outdoors school. When she heard about the Living Tree fellowship, she jumped at the chance.
“I’ve always had that kind of longing for a space where Jewish holidays and rituals are really connected to the seasons and to the land,” Wilk said.
For Sabot, residing at Living Tree changed their relationship to the Jewish lunar calendar. In Vermont, where the seasonal changes are particularly dramatic — lush greenery in summer, brilliant foliage in fall, mud in spring, and snow in winter — Jewish holidays timed around an agrarian cycle feel more tangible, Sabot said.
Younger Jews in particular, Oshkello said, connect with the idea of getting outside over sitting in pews.
“This next generation, they don’t want to be bored and sit and listen to other people preach,” Oshkello said.

At Living Tree, I began to understand what that connection could feel like. I awoke in my tent around 6 a.m. to the sunrise and roosters cock-a-doodle-dooing as my alarm. Meditating in the sukkah, we took deep breaths and placed our hands on the earth. Eating potluck dinner, we were invited to reflect on the journey of our food, from seed to mouth. On my last day, we learned how to press apples to make hot cider and pickle cabbage.
After three days immersing myself in nature, I headed back toward New York City, eager to take a hot shower and sleep in my own bed.
But the next morning, I found myself missing the fresh air and the feeling of being outside. All weekend, residents had talked about getting Judaism out of their heads and into their bodies. Crammed into the subway on my morning commute, I understood what they meant.
The post Is this Vermont farm the American kibbutz? I camped out there during Sukkot — and got a taste of Judaism’s ancient agrarian roots appeared first on The Forward.






