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December 14, 2011

Israelis can go home again — With a better ad campaign

The ads calling for Israelis to return home, recently produced by the Israeli Ministry of Immigrant Absorption and subsequently killed by Prime Minister Benjamin Netanyahu, are being criticized for all the wrong reasons.

Exactly a year ago this month, I was invited to a meeting in the office of the Ministry of Immigrant Absorption to provide an hour of consultation regarding this campaign.

My first question to the team in charge was, “Which Israelis?”  My second question was, “If you run this campaign, what will be your measure of success?”

As I teach my graduate students in the Annenberg School for Communication & Journalism at the University of Southern California, knowing how to ask seemingly simple but invasive, laser-sharp questions at the very beginning of any campaign determines the professionalism of the nonprofit marketer. And the willingness of the client to grapple with the answers to those questions, which are never simple, determines the viability of the process.

I didn’t receive satisfactory answers to either question from the Ministry of Immigrant Absorption. But being a goodhearted Zionist and wanting them to succeed at what they were resolved to do, I instead launched into a strategic education session about how they needed to travel this course in order to achieve success.

I predicted, based on my years of experience in the advertising business and, subsequently, marketing the nonprofit world, that if the ministry made TV commercials, they would risk becoming emotionally entangled in the creative excitement of the process and overlook finding the strategy that could lead to results. And that is what happened.

As far as 30-second spots go, the ones they made are exceptional. They do not, however, truly demonstrate how Israelis view their relationship with world Jewry, as so many pundits have been writing. These spots are, rather, simply the manifestation of an ad agency copywriter and art director developing a concept to create a series of simple but clever, potentially award-winning spots to add to their portfolio. That is how the industry works. Each spot is professionally conceptualized, poignant, powerful, dramatically executed, emotional, well-lit, beautifully shot, finely acted and artistically edited. Their message is crisp, clear and memorable.

So the Jewish community in America is insulted and up in arms.

But as a community we can, and will, get over the strategic stupidity of these spots, which didn’t take into consideration or research how they would make Jewish Americans or Israelis married to Americans feel. The truth is, we’re not suffering from any consequences. Ultimately, the Israeli Ministry of Immigrant Absorption will regain its credibility. Everyone will get over it.

More important, though, is the fact that these misguided spots indicate a far deeper problem, in which not only Israelis, but also the nonprofit Jewish world as a whole, continually errs, wasting millions of dollars and shekels. The problem comes from using both the wrong marketing strategies and the wrong implementation.

The Ministry of Immigrant Absorption, just like the Israeli government itself and many worldwide Jewish organizations, wanted a quick fix. They wanted an instant buzz. They wanted to see their cause in lights. They wanted to make a name for themselves. They wanted to work with award-winning ad agencies, which know how to sell cars and hamburgers but not how to advocate for issues that can help change the course of the Jewish community or Israel.

In other words, they wanted magic.

It is a recurring problem, from which the Jewish enterprise is suffering greatly. The proof is that our good causes are not advancing. They are continuing to shrink. Despite the ever-growing depth, texture, creativity and excitement within our vibrant core, more and more Jews continue to choose to pay less and less attention. Look at the shrinking involvement in federations, synagogues and day schools. In the world of international Israel advocacy, we’re seeing a miserable failure. And on the fundraising front, we had issues way before the economy went south.

Most of the Jewish organizations that contact me believe marketing should create magic. When I first entered the nonprofit world, they requested and expected the magical solution to take the form of public service announcements, which end up airing on television during the remnant hours — around midnight. Years later, they thought magic would emerge from case statements — voluminous full-color brochures with deep human stories about their cause. (Most recipients threw those brochures away.) Then, the magic was supposed to come from branding, logos, taglines and clever headlines. Now, the magic bullet is supposed to be social marketing — spreading a message via all the young people who know how to find their way around the Internet.

In their time, all these have been necessary and required outlets. But they don’t produce magic. And no one strategy or tactic can be the whole marketing solution to any hope for success.

Issues and causes, and the nonprofits or government entities that make them their mission, are complex organisms reflecting the soul of a society. And their marketing needs to reflect that complexity.

Marketing is about passion, both for the cause and for a love of humanity. It is about the art of focus. It is about critical thinking and big ideas. It’s about identifying influencers and their networks. It’s about segmentation. It’s about the rigors of community organizing. It’s about human labor, budget and an ongoing commitment from the client. It’s about patience and an ability to stay the course, to be flexible and aware of a changing society. It’s about creativity. It’s about sensitivity to your market, especially in the Jewish world. It’s about many complicated actions and collaborations. 

But more than anything, creating great marketing requires the courage to take a risk and stand up to all the mavens who think they know better and who insist that marketing is magic and your job is to provide it.

So, because of the ill-considered belief system and the pressure for instant results, everyone continues to reach for magic — as did the Ministry of Immigrant Absorption.

Did they really think that 30-second commercials alone could convince people to pick up their lives and move back to Israel?

The one thing the ministry did get right is that they need to market their cause, and they need to create a budget to make it happen.

Until the Jewish world and Israel get serious and open themselves to the complex discipline of nonprofit marketing, and until they commit their resources to doing it right, they will be wasting millions of dollars and shekels on the expectations of magic.

Israelis can go home again — With a better ad campaign Read More »

Stieg Larsson’s other calling was as an anti-neo-Nazi crusader

Stieg Larsson, the Swedish author of the international best-selling “Millennium” series, including “The Girl With the Dragon Tattoo,” died in 2004 at age 50 of a heart attack, before the publication of his crime thrillers made him one of the most famous writers of the decade. They have sold tens of millions of copies worldwide, already spawned three Swedish films and, on Dec. 21, fans will no doubt be lining up for the opening of Hollywood’s “The Girl With the Dragon Tattoo,” directed by David Fincher and starring Daniel Craig and Rooney Mara, with a screenplay by the Oscar-winning “Schindler’s List” scribe Steven Zaillian. (The film opens in selected theaters on Dec. 20.)

But amid all this “Stieg industry,” as the late author’s life partner, Eva Gabrielsson, put it, a crucial element often has been overlooked: Just how much Larsson embedded in his novels a fundamental passion of his life — his crusade against neo-Nazism and violent far-right movements, which he viewed as anathema to Sweden and to all modern society.

“Those who see Stieg solely as an author of crime fiction have never truly known him,” Gabrielsson writes in her memoir, “There Are Things I Want You to Know About Stieg Larsson and Me” (released last June by Seven Stories,and due out in paperback on Jan. 10). The “Millennium” series, she said, “is only one episode in Steig’s journey through this world, and it certainly isn’t his life’s work.”

“The trilogy is an allegory of the individual’s eternal fight for justice and morality, the values for which Stieg Larsson fought until the day he died,” Marie-Francoise Colombani wrote in the foreword to Gabrielsson’s book.

An abiding part of Larsson’s mission was researching and exposing Sweden’s Nazi past (even though the country was officially neutral during World War II), and, more urgently, the resurgence of violent racist groups in Scandinavia in the 1980s and ’90s, during which time Larsson wrote for the anti-racist British magazine Searchlight and, in 1995, co-founded a Swedish equivalent, Expo. For those efforts, Larsson and Gabrielsson — an activist in her own right — received death threats and even bullets in the mail; their answering machine, set permanently on “record,” archived messages such as “You Jew f——- … traitor, we’ll tear you apart … and we know where you live.” In evidence collected after the murder of a trade unionist who had exposed a neo-Nazi secret, police discovered photos of Larsson and Gabrielsson. 

Left: Eva Gabrielsson, life partner of the late author Stieg Larsson. Photo by Per Jarl

“Stieg was absolutely the real deal — he was an expert on the neo-Nazi movement in Europe, and particularly in Scandinavia,” said Marilyn Mayo, co-director of the Anti-Defamation League’s Center on Extremism. “We relied on his information in terms of tracking the movement in Europe — its growth, activism and various players. And we often shared information on the overlap between the neo-Nazi movement in Europe and the United States.”

Nazis and anti-Semites lurk throughout Larsson’s “Millennium” trilogy, which includes “The Girl With the Dragon Tattoo,” “The Girl Who Played With Fire” and “The Girl Who Kicked the Hornet’s Nest.” “Tattoo” introduces the odd duo of Mikael Blomkvist, a crusading journalist and co-founder of a magazine called Millennium, and Lisbeth Salander, a pierced, punk, antisocial computer hacker, who team up to solve a decades-old mystery involving the disappearance of a teenage girl.

Blomkvist was hired to find the now middle-age Harriet Vanger by her uncle, the industrialist Henrik Vanger, who reveals early on that his family has plenty of racist skeletons in the closet. One of them is Henrik’s brother, Richard, described in the book as “a fanatical nationalist and anti-Semite … [who] joined the Swedish National Socialist Freedom League, one of the first Nazi groups in Sweden.” Richard later joined the Swedish Fascist Battle Organization and there “got to know Per Engdahl [a leading Swedish far-right leader] and others who would be the disgrace of the nation,” Henrik said.

Spoiler alert: There’s also a serial killer whose targets turn out to have been Jewish women. In “The Girl Who Played With Fire,” the chief villain is not only a sex-trafficker but also a Jew-hater, who uses as his alias the name of a Swedish Nazi, Karl Axel Bodin — a real historical figure who, during World War II, traveled to occupied Norway to join the Waffen-SS.

Gabrielsson, an architect now in her 50s, was soft-spoken and straightforward during a phone interview, reached at the Stockholm apartment she once shared with Larsson. Because Gabrielsson was not legally married to the author at the time of his death, the “Millennium” property and profits went to Larsson’s father and brother. Since then, media outlets have extensively reported her battle with the Larssons over how his legacy should be presented and involving a fourth “Millennium” novel that the author reportedly was writing on his computer when he died.

Our conversation focused on how Larsson’s politics come through in his novels.

“What you see in the first ‘Millennium’ book is what a Nazi past does to a family, and to its family members: the kind of structures that are built up, based on who has the power,” she said. “What you especially see is how the women are affected. You can only survive in that family if you submit to your lower status and do what you are told. The only one who escapes that fate is [spoiler alert] Harriet Vanger. She flees and takes on a new identity.”

Similarly, Jewish children who were hidden during the Holocaust were forced to take on non-Jewish identities. 

As Blomkvist and Salander investigate Harriet’s disappearance, they discover a mysterious list of names the teenager wrote down in her journal. When they figure out that the names refer to Jewish victims, they are on the path of a Nazi serial killer.

“It was a natural thing for Stieg to make them Jewish,” Gabrielsson said. “This is a killer who is acting for political reasons, within the Nazi ideology, so he is actually committing political murders. … The first book shows the effects of an ideology on a family and its women.”

In a way, she said, Larsson was commenting on current events: “It took all of the 1980s and ’90s until the Swedish police, prosecutors and politicians understood that the extreme right wing here were not criminals in the ‘normal’ sense, but were committing criminal acts because of a political ideology,” she said. “That’s why they attacked immigrants and made their bank robberies, to finance weapons and explosives, and why they killed police officers who tried to capture them. And that’s why Stieg made this parallel to the political agenda: He meant that these kinds of acts don’t just come out of being an evil person or a psychopath, but from a political point of view.”

In 1991, Larsson published a book, “Right Wing Extremism,” with Anna-Lena Lodenius, the first comprehensive work ever published on the subject, Gabrielsson said. He was already an expert on each group’s political affiliations, the members’ accomplices, milieus they frequented and how the then-flourishing white-power music industry financed extremist groups throughout the world.

Stieg Larsson and Eva Gabrielsson in 1980. Photo courtesy of Eva Gabrielsson

One of the groups mentioned in the book was White Aryan Resistance: “Seven of its members had amassed a total of 20 convictions among them for crimes such as armed robbery, stealing weapons from military depots and homicide,” Gabrielsson said. The group’s magazine, Storm, published photos of Larsson and Lodenius, along with their addresses, Social Security numbers and phone numbers, and text that concluded of Larsson: “Never forget his words, his face and his address. Should he be allowed to continue his work — or should he be dealt with?”

Like his character of Lisbeth Salander, Larsson had to become an expert on personal security: “Stieg knew everything there was to know about tracking people, all the methods used by journalists, by the police … by extremists and criminal gangs,” Gabrielsson said.

Why did Larsson persevere with his work, despite the danger?

“I trace it back to something personal,” Gabrielsson said. Larsson’s beloved maternal grandfather, Severin, who had helped raise Stieg when the boy’s parents could not care for him, was an anti-Nazi activist who had been imprisoned in a little-known concentration camp in northern Sweden, set up to appease the Nazis. “The stories of these prisoners until recently have been wrapped up in a blanket of silence,” Gabrielsson said. “It wasn’t until five or six years ago that a film was made about these camps, and afterward researchers began to explore Sweden’s true past during the second world war. For Stieg, his work was the defense of the man who brought him up.”

Ironically, Larsson died on Nov. 9, 2004, the 66th anniversary of Kristallnacht, the date commonly considered the beginning of the Holocaust. “Stieg always commemorated this Night of Broken Glass by participating in public events,” Gabrielsson said.

His death was not only a shock to Gabrielsson, but to his fellow crusaders.

“In this house we still mourn and miss him,” Gerry Gable, the editor of Searchlight, wrote in an e-mail. After Larsson co-founded Expo, Gable participated in exchange visits to Sweden and joint investigations: “Over the years [Stieg] kept the flame alive at Expo; it stopped once but his drive brought it back. …  He was also my friend as is Eva, who has the same tenacity and courage as Stieg.”

“We were all shocked and saddened by Stieg’s death,” said Leonard Zeskind of The Institute for Research & Education on Human Rights, author of “Blood and Politics: The History of the White Nationalist Movement From the Margins to the Mainstream,” who lives in Kansas City, Mo., and knew Larsson from the early 1980s until his death. Zeskind recalls visiting Larsson’s apartment and drinking coffee late into the night with the affable writer, who smoked cigarettes, expressed a wide range of interests, including crime fiction, was phenomenally bright and appeared to work 20 hours a day. “He once asked me to tell the [Jewish-American mystery novelist] Sara Paretsky that she should write a book about the Ku Klux Klan,” Zeskin recalled.

“There was so much grief when he died, because he was someone to us who felt like a brother.”

Stieg Larsson’s other calling was as an anti-neo-Nazi crusader Read More »

John Farahi indicted

John Farahi, a Los Angeles Iranian-Jewish radio talk show host and financial investment manager, last week was charged in U.S. District Court in downtown Los Angeles for allegedly defrauding more than 100 local Iranian-American investors and various financial institutions of nearly $20 million over the course of nearly five years.

The 41-count indictment claims Farahi, 54, misled investors by telling them their funds were being invested by his Beverly Hills firm, NewPoint Financial Services Inc., in unsecured corporate bonds, FDIC-insured certificates of deposit, government bonds and corporate bonds issued by companies backed by funds from the Troubled Asset Relief Program (TARP). The indictment alleges Farahi did not make these investments for his clients but instead used the funds to create a Ponzi scheme, making payments to his firm’s earlier clients, trading in high-risk future options and using the funds to support his family’s lavish lifestyle.

“Starting in 2008, Farahi allegedly failed to tell NewPoint Financial Services investors that he had lost at least $15 million through his undisclosed options trading — even as he continued to solicit investors for NewPoint Financial Services,” according to a recently released U.S. Department of Justice statement.

In addition, the indictment claims that since 2003, Farahi has used his radio program, “The Economy Today,” featured on the Studio City-based Farsi-language Radio Iran KIRN 670 AM, to target members of Los Angeles’ Iranian-American community —  many of whom are Iranian Jews — recommending they make appointments at his firm. According to the indictment, Farahi also allegedly lied to major banks about his financial condition in order to draw funds from lines of credit he had with the banks.

In April 2009, following the U.S. Securities and Exchange Commission (SEC) investigation into Farahi and his firm, the indictment states that Farahi allegedly conspired with his Century City attorney, David Tamman, to conceal his fraud scheme from the SEC. As a result, Tamman was also recently indicted for his alleged involvement with the cover-up of Farahi’s supposed Ponzi scheme.

According to U.S. federal statutes, if convicted on all 41 criminal counts, Farahi could face a maximum sentence of more than 700 years in federal prison and Tamman could face a maximum sentence of 190 years in federal prison. Farahi voluntarily surrendered to authorities and was taken into custody on Dec. 9; he remains in jail and has been denied bail.

John Farahi indicted Read More »

Dutch withdraw bill banning ritual slaughter

A bill to ban ritual slaughter was withdrawn by the Dutch Senate days before a scheduled vote.

Animal Rights Party leader Marianne Thieme withdrew the bill late Tuesday after a majority of senators expressed their objection to the ban on kosher slaughter, or shechitah. The measure had passed the lower house of the Dutch parliament in June.

The bill had required that animals be stunned before slaughter. Jewish and Muslim ritual slaughter must be performed with the animal fully conscious.

A slaughterhouse that could prove the animal did not suffer more pain than when stunned would have been exempted from the prohibition.

Under a compromise presented by Agriculture Minister Henk Bleker, an agreement could be made with Jewish and Muslim slaughterhouses regarding the length of time that an animal is conscious before dying and the number of animals to be ritually slaughtered.

European Jewish Congress President Dr. Moshe Kantor praised the suggestion of a compromise.

“This compromise is befitting Holland’s long history of freedom of religion and specifically, tolerance towards its Jewish community,” Kantor said in a statement. “While the details have to be worked out, we hope the spirit of the compromise will be embraced by all sides of the debate.”

The European Jewish Congress, along with the Dutch Jewish Community and Shechita UK, led a campaign against the proposed ban. The campaign has included presenting the case to leading Dutch politicians and ensuring that the Jewish voice was heard in the public arena.

The European Union requires animals to be stunned before slaughter but makes exceptions for religiously mandated ritual slaughter. Nevertheless, ritual slaughter is banned in Luxembourg, Norway, Sweden and Switzerland.

Dutch withdraw bill banning ritual slaughter Read More »

Holy Land interfaith peacemakers offer ‘Jerusalem hug’

The smallish man, an observant Jew named Eliyahu McLean, smiled impishly at the crowd who’d come to listen to his stories of trying to create interfaith peace in the holy land. “We gathered around the walls of the old city, arm in arm, and it just grew,” he said. “Arab shopkeepers joined in, so did religious Christians on their way to Via Dolorosa. Even a female Israeli soldier in uniform danced with joy.” McLean, 42, bearded, wore a tight-knit kippah and embroidered vest. His payot looked like dreadlocks.

“The first time we did the Jerusalem Hug, five years ago,” McLean said, “some participants told us they weren’t used to an event like this, because we weren’t protesting against anything. Instead, we were positively for something: peace. Now it’s become an annual event, five years in a row. The last time we did the Jerusalem Hug, we had more than 400 people.”

McLean, who’s lived in and around Jerusalem for 13 years and is director of a group called Jerusalem Peacemakers, is on a North American tour with Sheikh Ghassan Manasra, a 43-year-old Muslim who lives in Nazareth and heads an Islamic center “promoting tolerance and interfaith dialogue.” On Dec. 8, they appeared at Pasadena’s All Saints Episcopal Church and talked about their attempts to create a “network of religious leaders and grass roots peace-builders in Jerusalem and the holy land.” Their organizations have generated many events bringing together Palestinians and Israelis, Arabs and Jews.

All Saints is a large, beautiful church well-known for its progressive politics, and the 60 or 70 people who showed up gave McLean and Manasra a warm welcome.

Manasra, studious-looking, dressed in slacks and long-sleeved shirt, spoke first and told a story about a Sufi sheikh and disciple walking in the desert. The disciple asked the sheikh about the importance of truth, and the sheikh replied that there is something more important than truth: reconciliation. “You cannot have truth before you have reconciliation,” Manasra concluded.

As a child in Nazareth, Manasra attended Catholic school, then later Hebrew University. He talked about interfaith projects he’s begun, projects involving “Jewish and Arab families.”

Manasra talked about being invited to a brit milah at the home of a rabbi in Mea Shearim, Jerusalem’s ultra-Orthodox section. “I went with Zizi, my daughter, who was 7 at the time,” Manasra said. “Zizi speaks no Hebrew; the rabbi’s young daughter speaks no Arabic. Between the two little girls, there was no fear, no ego. They communicated beautifully, without a common language. … We need to do more than talk, we need to do things together, children and parents together, so the children will have positive experiences they’ll remember when they get older.”

When McLean spoke, he traced his personal path to interfaith peace work. He was born in California to parents — mother Jewish, father not — who’d met each other during the Summer of Love. McLean didn’t step into a shul until he was 13, and it was like “coming home.” As a student at UC Berkeley, he was a pro-Israel activist, then he studied with Chabad, then later with Zalman Schachter-Shalomi, founder of the Jewish Renewal movement, who gave McLean his rabbinical smichah and named him “Rodef Shalom,” pursuer of peace.

McLean said his projects for the last dozen years have involved “healing the wounded family of Abraham. The history of the three Abrahamic faiths has a strong tradition of cooperation. In Spain, during the Middle Ages, when the three faiths cooperated, there was a flourishing of science and art and mathematics and learning of all kinds. Because of the current political reality in the holy land, the Abrahamic faiths have forgotten their tradition of cooperation.”

But sometimes, McLean said, he sees and feels real change take place. Several years ago, he heard about the death of someone he knew, Alon Goldenberg, killed in a terrorist attack in Jerusalem. McLean went to see the family while they were sitting shivah. Shlomo Goldenberg, the father, a Yafo fisherman, asked McLean what he was doing. McLean told him he was working on interfaith projects, and he felt a certain stiffness in the father’s reaction.

“A year later, at the cemetery, I saw the father again. Shlomo put his hands on my shoulders and said, ‘Eliyahu, ani somech aleicha.’ I’m counting on you.” 

McLean has a realistic perspective on the large-picture effectiveness of his and Manasra’s work as peacemakers. “You cannot ignore political reality,” McLean said, “it’s always there. But what you can do is create an alternate holy space. It’s not easy to do this work in the holy land. Occasionally, it’s dangerous. Sometimes we feel like a hummingbird bringing a drop of water to a huge lake: Does it make any difference at all?”

Holy Land interfaith peacemakers offer ‘Jerusalem hug’ Read More »

Kosher Club closes its doors

The sudden closure on Dec. 9 of Kosher Club, a warehouse-style kosher market on Pico Boulevard near La Brea Avenue, saddened but didn’t really surprise industry experts or the kosher consumers who had been shopping at the store since it opened in 1987.

“What we are finding is that, as part of this recession, people are spending less than they used to on food, and that is hurting the markets,” said Rabbi Eliezer Eidlitz, author of “Is it Kosher?” and rabbinic administrator of the Kosher Information Bureau.

Located slightly outside of the heavily Orthodox Pico-Robertson and Beverly-La Brea neighborhoods, Kosher Club couldn’t compete with larger markets in the centers of those neighborhoods, Eidlitz suggested.

Kosher Club owner Daryl Schwartz declined to comment or to reveal why the store closed with just a few days’ notice.

“Americans like one-stop shopping, so the larger stores are doing better,” Eidlitz said. “At one point, people appreciated the smaller markets, with personal service, but now people want a supermarket — the bigger, the better.”

Eidlitz said several mom-and-pop operations in the city and the San Fernando Valley have shut down in the last few years. While Kosher Club was a large market with many specialty items, it did not offer a full bakery or a lush produce section, and many customers reported that Kosher Club’s prices were high.

“It was worth the trip when you needed something special, but overall, it was not worth it because when you were buying basic things, it would just cost too much,” said Taffy Brodesser-Akner, a freelance writer who said she had cut her trips to Kosher Club from once a week to about once a month.

Cambridge Farms in Valley Village and Glatt Mart in Pico-Robertson, both owned by a group of five partners, also have seen receipts decline. Co-owner Meir Davidpour won’t say how much business has waned, but said they are feeling the crunch.

“People are buying their necessities, which are low-profit items like rice, oil, potatoes and basic meats — the cheaper stuff. They don’t reach for the much more expensive items, like the $35-a-pound cheese imported from France, which they used to buy,” Davidpour said.

More customers have asked for credit or for help, or have gone from two trips a week to one.

At 25,000 square feet, Cambridge Farms, opened in 2008, is the largest all-kosher super market in the West. Glatt Mart, opened in 2003, is less than half its size. Those markets have increased advertising, refocused on customer service and tried to offer low prices to ride out the recession, Davidpour said.

Davidpour said he has felt resentment from other stores, and said they even offered to include smaller stores in Glatt Mart’s purchasing power, so all the storeowners could benefit from Glatt Mart’s lower bulk prices.

Like Glatt Mart and Cambridge Farms, many of the kosher markets are now owned by Iranian-Jewish immigrants.

“When you immigrate to this country, there are certain steps you have to take, one by one. The people who were grocers 20 to 30 years ago are now doing something better; they’re at a higher step. We are still taking all those steps,” Davidpour said. “Grocery is very hard work. I work 75, 80 hours a week, and we’re five partners.”

Don Lubitz, who co-owns West Pico Foods, a wholesale distributor to kosher markets, said he, too, has seen that progression.

“When I came into this industry 30 years ago, there were a lot of stores owned by Holocaust survivors — Eastern Europeans and Russians. Slowly they sold to Persian owners, and Persians opened other stores,” said Lubitz, whose West Pico Foods co-owner, Elias Naghi, is an Iranian Jew.

Lubitz bought West Pico Foods in 1989 from Daryl Schwartz’s father, Mickey. The Schwartzes opened Kosher Club at the West Pico Foods warehouse in 1987.

Lubitz said immigrant populations — Iranian and Israeli — can account for much of the boom in Los Angeles’ kosher consumer base in the last few decades.

“These are very tough economic times — that is an understatement — but if you have the right customer service and the right items at the right price, you’ll exist,” Lubitz said.

Devotees swore by its superior wine collection, its personalized service, and a meat case renowned among kosher connoisseurs. Kosher Club had a large parking lot and the ease of just pulling into a spot, and its wide aisles and relatively thin crowds inside distinguished it from the more bazaar-like atmosphere of most other kosher markets.

Those benefits more than made up for the 10-minute drive from Pico-Robertson or La Brea, said Baruch Littman, a long time customer and friend of the owners who was at the store the day before it closed.

“This is home to me,” said Littman, who is vice president of development at the Jewish Community Foundation. “When I leave my house to go to a kosher market, I have never gone anywhere but here. Never. They have the best meat case in the entire city. Rosie is the best butcher in the entire city.”

Kosher club was also early to develop online shopping and home delivery.

Angel Soto, who has worked for the Schwartzes for 30 years, most recently driving the home-delivery truck, witnessed the volume of customers at other kosher markets and said he had been concerned about Kosher Club.

Soto, along with about a dozen other employees, were told of the closing just days before. Soto said customers already have offered him jobs, so he’s not worried about himself.

Kosher Club closes its doors Read More »

A teacher’s slur roils La Cañada School District

In October, Cindy Wilcox, then a member of the La Cañada Unified School District’s (LCUSD) Board of Governors, made public that she had filed an official complaint against a teacher at the district’s high-performing public high school. The public reaction was mixed, immediate — and intense.

The complaint alleges that Gabrielle Leko, a tenured math teacher at La Cañada High School, made bigoted remarks during the 2011-12 school year to students in her ninth-grade honors geometry class, including calling a Jewish student “Jew boy.”

Wilcox, who earlier this month stepped down after two four-year terms on the LCUSD board, said in a recent interview that some who live in La Cañada Flintridge, a wealthy city in the San Gabriel Valley, have thanked her for speaking up.

“But other people,” Wilcox said, “said this should never be public.” One particularly blunt letter published in the La Cañada Valley Sun, a local weekly newspaper, began with the sentence, “Cindy Wilcox should be ashamed of herself and leave La Cañada!”

Wilcox filed the complaint in June after hearing reports from parents of Leko’s students. But because none of those parents would attach their names to her official complaint, Wilcox decided to go public in October in the hope of finding a parent or student who might corroborate firsthand, on the record, the allegations against the teacher.

Speaking with The Jewish Journal in November, Wilcox said her complaint referenced a number of biased comments allegedly made by Leko, including remarks targeting an Armenian student, female students and a student with a stutter, in addition to allegedly calling one unnamed Jewish student “Jew boy” and “my little latke.”

Unbeknownst to Wilcox, Debra Archuleta and her daughter, Alyssa Stolmack, now a 10th-grader at La Cañada High School and a student in Leko’s 2010-11 class, also had complained about Leko’s remarks. In February and March 2011, Archuleta had contacted Jackie Luzak, the school’s principal, and Stolmack also attempted to raise the issue with a counselor at La Cañada High School.

Despite their efforts, nothing happened, Archuleta told a packed LCUSD board meeting on Nov. 15. It was only when Archuleta learned of Wilcox’s complaint in an article in a local newspaper that she and her daughter decided to become the public face of the case against Leko.

“There has not been one other parent in this town that has been willing to do what my daughter and I have been willing to do, and I think it’s frankly shameful,” Archuleta said at the November meeting.

For Jews who live in La Cañada Flintridge, the situation has raised questions about anti-Semitism.

“Pasadena, San Marino, La Cañada — these have historically been kind of unwelcoming to minorities,” said Rabbi Joshua Levine Grater of the Pasadena Jewish Temple & Center. “All these areas had quotas on Jews.”

Grater estimates that at least 25 member families of his synagogue’s 520 live in La Cañada, which has no synagogue of its own.

Rabbi Rick Schechter of Temple Sinai of Glendale, which also draws families from La Cañada, said that in six years on the pulpit he has heard a few stories about anti-Semitic comments being made in area schools.

“Of the three instances that come to my mind,” Schechter said, a number that includes the Leko case, “two involve people of authority working for the school systems. It’s not a large number, it’s not an epidemic, but it’s certainly shocking.”

Still, many Jewish parents of LCUSD students or graduates say they don’t see anti-Semitism as a pervasive problem in the area.

“I have never encountered any signs of anti-Semitism or bias based on our ethnicity [Jewish] or country of origin [Israel],” Avi Zirler, a manager for a major Southern California utility company who has lived in La Cañada for 16 years, wrote in an e-mail. “Our kids, both graduates of LCUSD, do not bear scars of anti-Semitism either.”

As for Leko, Zirler called her “an equal opportunity offender.”

Leko declined to be interviewed for this article and is still teaching in the classroom.

An investigation conducted by an LCUSD assistant superintendent found Leko had “made inappropriate comments containing gender and ethnic bias during exchanges of banter with students during class time,” according to a Nov. 12 memorandum published by La Cañada Flintridge Patch.com. The memo directed Leko “to participate in individualized sensitivity and diversity training” and said the board could take additional disciplinary action.

The LCUSD board met in closed session before and after its Dec. 6 meeting, but did not announce any actions. Before the meeting, two newly elected board members were sworn in, one of them Andrew Blumenfeld, a 20-year-old student at Princeton University who is Jewish.

The board is scheduled to meet again in closed session on Dec. 21 to discuss the Leko matter.

A teacher’s slur roils La Cañada School District Read More »

Reagan’s chanukiyot light up exhibition

Reminders of an evil empire are on display now at the Ronald Reagan Presidential Library and Museum in Simi Valley, and they’re not just related to the Soviet Union.

Instead, 11 menorahs given to the 40th president during his time in office call to mind a struggle for freedom that took place more than 2,100 years ago, as the Maccabees rebelled against the Seleucid Empire.

All but one of the chanukiyot are on view as part of an annual holiday exhibit that lasts until Jan. 2. The other item — a gold-plated filigree menorah on an olivewood base that Reagan received from former Israeli President Yitzhak Navon — is on display permanently, said Jennifer Torres, the facility’s registrar.

U.S. presidents have long received chanukiyot as gifts. It started when Israel’s first prime minister, David Ben-Gurion, presented one to Harry Truman at the White House in 1951. Other traditions followed, from the lighting of a national menorah, beginning in 1979, to the inaugural White House Chanukah Party, in 2001.

Reagan received more than a dozen menorahs over the years.

“I think it shows how beloved Reagan was by so many different groups,” Torres said.

Norman Lamm, president of Yeshiva University in 1986, gave Reagan a silver menorah dating back to the 18th century. A simpler brass chanukiyah came from the Jewish Community Center of Greater Washington in 1983. At the time, Reagan spoke about the plight of Soviet Jews, linking an age-old battle with a modern one.

“Chanukah is symbolic of the Jewish struggle to resist submission to tyranny and to sustain its spiritual heritage,” he said. “No people have fought longer, struggled harder or sacrificed more to survive, to grow and to live in freedom than the people of Israel.”

A number of the menorahs on display came from the American Friends of Lubavitch, who had an annual meeting with the president in the Oval Office. In Reagan’s 1984 Chanukah message, he affirmed his belief in the power of the holiday.

“The candles of the menorah attest to the victory of freedom and righteousness,” he said. “May their light be a source of strength and inspiration to all of you and to all mankind.”

A longtime and staunch supporter of Israel, Reagan received nearly 40 percent of the Jewish vote in 1980 in his match-up with incumbent Jimmy Carter, according to “The Presidents of the United States & the Jews,” by David G. Dalin and Alfred J. Kolatch.

The president viewed Israel as a “strategic asset” and “stabilizing force” in the region. He frequently spoke out in support of Soviet Jewry, condemning the USSR for imprisoning Jewish dissidents and limiting emigration, the authors wrote.

Reagan’s appreciation for the Jewish people and their plight extended back to the influence of his Protestant mother, who invited a Russian Jew to church to talk about what it was like to be a Jew in Russia, according to Paul Kengor, author of “God and Ronald Reagan: A Spiritual Life.”

As president, Reagan carried in his jacket a list of those who were held in prison camps or prevented from emigrating, he said.

“It’s an amazing thing to picture that,” said Kengor, who is a professor at Grove City College in Pennsylvania. “It shows Reagan’s humanity.”

Moreover, Reagan — whose 100th birthday would have been this year — was able to talk about religion in inclusive terms instead of exclusive ones, making it possible for him to develop a broad base of support, according to Dan Schnur, director of the Jesse M. Unruh Institute of Politics at the University of Southern California and a campaign aide in Reagan’s 1984 re-election campaign.

“Even though Reagan enjoyed great support from religious conservative voters and even though he talked very broadly about religious faith, he didn’t often devote much time to talking about his own religious beliefs or practice.” he said.

The result, decades later? A holiday exhibit at the former president’s museum that highlights the Christmas and winter gifts that he received — things like music boxes and a patriotic Santa — but doesn’t forget his friendship with the Jews.

As Reagan said of his meeting with the American Friends of Lubavitch in 1986: “I truly valued accepting the menorah from you on the occasion of the observance of Chanukah, and the support of the Orthodox Jewish community means more than I can say.”

Reagan’s chanukiyot light up exhibition Read More »

The way we were: Streisand and Saban shore up for Israel

This time of year gets people thinking about what they miss.

For the 1,200-person crowd at the Friends of the Israel Defense Forces (FIDF) Gala Dinner on Dec. 8, it was Israel lighting the corners of their mind.

Century City’s Hyatt Regency ballroom was teeming with Los Angeles’ most hawkish, hard-line lovers of Israel, among them the annual event’s hosts, Haim and Cheryl Saban. Channeling a less idealized love were the evening’s headliners — Barbra Streisand, who sang, and Jason Alexander, who emceed — both of whom belong decidedly to the pro-peace, two-state solution left.

There were other, stranger contrasts and ironies: Maimed Israel Defense Forces (IDF) soldiers and U.S. Army veterans shared tables with a cosmetically reconstructed Real Housewife (Jill Zarin) and a fame-chasing Millionaire Matchmaker (Patti Stanger). Lachrymose videos about 18-year-old men and women who sacrifice all for God and country were projected on giant HD screens for the viewing pleasure of Los Angeles’ most affluent.

It was a striking mix of Jewish guilt and privilege, and nowhere was the conflict between those forces more evident than in Haim Saban himself. When he took the podium, he momentarily digressed from the speech on the teleprompter to admit, “It’s truly humbling to follow these guys” — referring to a one-eyed veteran of the war in Iraq, a paralyzed IDF soldier and a female F-16 fighter pilot, all of whom risked life and limb in the name of national fealty. “And here we are in Beverly Hills,” Saban said, “having a good time.”

He should know. He used to drive tanks; now he has a driver. He used to live in Israel; now he lives in Beverly Park. He moved on from his first love and thrived with his next love. So how does a man repay the country that saved him from persecution in Egypt and remained faithfully true, even after he abandoned her for the good life in America?

Israel is Saban’s poor ex-wife to whom he’s paying lifelong alimony.

Which explains why, year after year, Saban goes all-out for Israel. In addition to the millions he provides to support pro-Israel U.S. political candidates and the Democratic Party, as well as to the Saban Center for Middle East Policy at the Brookings Institution, and his seemingly endless and unchecked support for local organizations like the Israeli Leadership Council, the FIDF dinner is his biggest public show. This one night of the year, Saban can prove to Israel that even though he can’t be with her, he really does still love her.

And what better way to demonstrate that romantic longing than with Streisand, the iconic Jewish star, who by simply parting her lips can bring a room to tears? 

In an age of hyper-sexualized, high-couture, high-tech performances, Streisand is a throwback to The Way Things Were — before Madonna’s provocative sexuality, Lady Gaga’s self-aggrandizing avant-gardism and Taylor Swift’s bubble-gum best-sellers. She is an original who now seems to represent a more authentic time, when raw talent mattered more than putting on a show.

What other modern “icon” can compare? A once-in-a-lifetime vocal talent, award-winning film actress and Broadway star, Streisand built her career on the strength of her natural gifts and not synthetic paradigms. She doesn’t measure her success by numbers of Twitter followers.

And even though age has marred her voice to a coarser, quieter sound, she can still deliver as if she were performing the last song on earth.

During four numbers — “The Windmills of Your Mind,” “People,” “The Way We Were” and “Avinu Malkeinu” — Streisand reminded a Hollywood-ized crowd of how enchanting simplicity can be. Elegant and understated, Streisand wore all black and sang bright.

“I also sang at the 30th anniversary of the State of Israel,” she told the crowd. “And I had the privilege of speaking, via satellite, of course, with Prime Minister Golda Meir — and she knew then that our tradition teaches us that none of us can stand alone in this world. Judaism at its core is a religion of community, and, therefore, it propels us to live a life connected to …

“People …”

One benefit of Streisand’s maturity is that her life experience layers every lyric. Sixty-nine years of complex emotions register on her face each time she sings what she has sung countless times before. Songs of memory and longing, love and reverence sound even truer in later life than they did in her youth.

And when she sings, you believe her. Her voice, syrupy rich, and her face, bursting with emotion, still have the power to transport her audience wherever they wish to be — young, healthy, in love, at home. But even in a performance full of promise, there was nostalgia. How does one watch Streisand without being reminded of the ubiquitous presence she used to be?

Everything changes. Life is precious and limited. Only love remains.

Most in the audience that night came to the dinner because they love Israel. Although it’s not always clear how to express that love (of all the organizations in Israel that need supporting, the IDF is perhaps the most important, but the least needy), the main thing is that her lovers are trying.

Like Streisand, Israel is a star that changes but never fades.

CORRECTION APPENDED: An earlier version of this article referred to a nameless IDF soldier who is legless when in fact he is paralyzed from the waist down.

The way we were: Streisand and Saban shore up for Israel Read More »

My Single Peeps: Lisa L

Lisa describes herself as looking like Shirley Temple, “But I’m spicy — not vanilla.” She’s originally from New York, then moved to San Francisco for 12 years. “I loved it, but I needed a change — my life had become too monotonous. I ate at the same brunch place every Sunday; I did my errands in the same order. If you wanted to shoot me, you’d know where to find me.” She moved to Los Angeles and took a job assisting the COO of Beachbody, the company behind popular fitness videos such as “P90X” and “Insanity.” “It’s a fitness company, so it’s all about working out. We have Olympics — we divide the office up into departmental teams, and we have team songs. It’s so not a corporate environment.”

Lisa loves ’80s music and rarely misses a Bon Jovi or Poison concert. Whereas some girls collect shoes, Lisa collects blue jeans she buys on eBay. 

I ask her why she’s had trouble meeting a guy in L.A. “It’s hard to find someone who is interested in being Jewish, has a job, and wants to get married and have a baby. I feel like those guys are all in New York, which I left behind.” “Why don’t you move back?” I ask. “Because I’m here. I feel like I missed my window. All those people are married and living in Westchester now. 

“I have found that most of the men that I meet in L.A. are born in the Valley, raised in the Valley, and still live in the f—-ing Valley. I want to know what’s so great about Woodland Hills that they live there for 45 years? It’s hard for me to connect with those men who’ve never left their backyard and they’re aspiring to be a producer, director or actor. I’m not going to go to work while they stay at home.”

We talk about being set up. “People think if we’re both breathing, we’re going to want to hump each other. It’s not happening. It’s getting harder and harder, because a 45-year-old guy wants a 32-year-old girl.

“The nebbish Jewish guys — forget it. I can’t do anything with that. I’ll kill them. I’ll be the man in the relationship, and I don’t want that. I need a strong, dominant type of person.” I recommend an Israeli guy. “They’re too dominant.” She also doesn’t like the Sephardic look. “I like the horse-face Jewish look. If you look around Manhattan, everyone’s a horse-face Jew. I like it. I love a Jewish nose.”

“I feel like I need to meet someone who’s not on JDate, who’s undiscovered, who’s working all day, and is ready to get married and have a kid. I’m ready to start tonight. He can move in to my place in Brentwood.” She pauses. “I don’t want anyone thinking I’m a sugar mama. It wasn’t bought in cash.

“I really want a baby. I grew up as an only child, I freed myself from the nest very early, and I think I’ve learned so much and I can’t wait to pass that on to somebody else. The family life with me would never be boring, because I’m a doer — I’m a liver of life. I don’t sit home. I’d like to have more than one child. Two at once would be great. Being an only child was really hard. When my parents pass away, I’ll be an orphan, and I’ll be here by myself.

“I like working. If someone said you’d never have to work again, I’m not sure I’d fight it, but I’m happy to work. I enjoy my job. I don’t think it’s the situation I’m looking for — for someone to take over financially. I want a partnership.”

If you’re interested in anyone you see on My Single Peeps, send an e-mail and a picture, including the person’s name in the subject line, to mysinglepeeps@jewishjournal.com, and we’ll forward it to your favorite peep.


Seth Menachem is an actor and writer living in Los Angeles with his wife and daughter. You can see more of his work on his Web site, sethmenachem.com, and meet even more single peeps at mysinglepeeps.com.

My Single Peeps: Lisa L Read More »