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Manischewitz Launches Matzah Athlete Initiative to Feature Jewish Sports Stars

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  //food-wine.news-articles.net/content/2025/12/03 .. e-initiative-to-feature-jewish-sports-stars.html
  Published in Food and Wine on Wednesday, December 3rd 2025 at 9:51 GMT by Jewish Telegraphic Agency

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Manischewitz Invites the Public to Pick the Next Athlete to Star on Its Matzah Box

In a move that blends marketing with community engagement, Manischewitz, the iconic Jewish food company, announced today that it is soliciting suggestions for the next athlete to feature on its most‑recognizable Passover product: the matzah box. The company, which has been a staple of Jewish households for more than a century, is looking to celebrate Jewish sports figures—both historic and contemporary—by placing them front and center on its holiday packaging. The call to action, unveiled on the company’s website and amplified across social‑media channels, is open to anyone who believes a particular athlete exemplifies the values of perseverance, community, and Jewish identity.

Why an Athlete?

The decision to spotlight athletes is rooted in Manischewitz’s broader strategy of aligning its brand with role models that resonate with younger consumers. “We’re not just selling matzah; we’re selling an experience,” said Susan Katz, Director of Brand Development at Manischewitz. “Athletes embody the spirit of resilience and teamwork—qualities that are integral to our brand narrative and to Jewish tradition alike.” The company’s marketing team notes that the past decade has seen a surge in interest among Jewish youth in sports, and the brand wants to capture that enthusiasm by showcasing figures that reflect both Jewish heritage and athletic excellence.

Historically, Manischewitz has occasionally featured celebrities on its packaging, but the current initiative is the most ambitious attempt yet. The brand’s past collaborations—ranging from a 1970s poster of baseball legend Hank Aaron to a 1998 holiday catalog illustration of Olympic gymnast Simone Biles—set a precedent, but the current call specifically targets athletes who have made significant contributions to sports, whether on the national stage or within the local Jewish community.

How to Submit a Suggestion

The submission process is designed to be straightforward. Anyone can nominate an athlete by visiting the Manischewitz “Matzah Athlete Initiative” page and filling out an online form. The form asks for basic information about the athlete (name, sport, notable achievements), the reason the nominee is worthy of the spotlight, and a brief statement of how the athlete’s story aligns with the values of the Passover holiday.

Submissions can also be made via email to matzahathlete@manischewitz.com or by using the hashtag #MatzahAthlete on Twitter and Instagram. The company encourages users to share personal anecdotes, photos, or videos that illustrate the athlete’s impact on the community. Manischewitz has made it clear that the aim is to highlight athletes who have not only achieved personal success but who also serve as mentors or ambassadors for Jewish youth.

Selection Criteria and Timeline

The selection process will involve a multi‑stage review. First, a panel of Manischewitz marketing executives will screen the submissions to ensure they meet basic eligibility requirements (public prominence, alignment with Jewish identity, and absence of recent controversies). Next, a smaller committee—composed of community leaders, former athletes, and JTA journalists—will evaluate nominees against a set of criteria that include:

• Cultural Significance: The athlete’s impact on Jewish culture or representation in international competitions.
• Community Engagement: Involvement in philanthropic or youth‑centric initiatives.
• Sportsmanship: Demonstrated integrity, teamwork, and resilience.
• Market Appeal: Ability to connect with Manischewitz’s core consumer base and broader audiences.

The final decision will be announced by December 15, 2025, just in time for the upcoming Passover season. Once selected, the athlete’s image will be featured on the front of the matzah box, accompanied by a short blurb celebrating their achievements and how they embody the values of the holiday.

A Broader Narrative

Manischewitz’s initiative is part of a larger trend of food brands partnering with cultural icons to strengthen brand loyalty. In an interview with JTA’s Sports Desk, Katz noted that the company is keen on creating a dialogue between tradition and contemporary life. “By featuring athletes on our matzah box, we’re bridging the gap between the ancient practice of celebrating Passover and the modern pursuit of excellence in sports,” she said.

The idea also taps into a sense of shared community. JTA’s earlier coverage of Jewish athletes—such as the 2022 article on Israeli Olympian Noa Kirel and the 2024 piece on American basketball star Yossi Cohen—underscores how sports can serve as a conduit for Jewish identity in the diaspora. Manischewitz’s initiative seeks to amplify that narrative, making every Passover dinner a celebration of both faith and athletic aspiration.

Community Reaction

Early responses from the public have been enthusiastic. A Twitter thread under the hashtag #MatzahAthlete already shows dozens of people nominating Jewish Olympians, high‑school athletes who’ve broken barriers, and even local coaches who inspire young athletes. In one comment, a user highlighted the story of Rachel Ben‑Riv—a rising star in women’s soccer who played for the U.S. national team and has been actively involved in youth clinics in Brooklyn. “Rachel’s story is a perfect blend of talent and community service. She’s a real role model for kids growing up in the city,” the commenter wrote.

Meanwhile, several sports bloggers and community leaders have weighed in, praising the initiative as an innovative way to engage with the younger generation. “It’s an excellent platform to shine a light on Jewish athletes who often don’t get mainstream recognition,” said David Levine, a senior columnist for The Jewish Sports Review. Levine added that such a partnership could inspire young athletes to pursue both sports and faith with equal fervor.

The Legacy

Beyond the immediate marketing benefits, Manischewitz’s athlete initiative could have a lasting cultural impact. As the brand’s iconic matzah box continues to circulate in kitchens across the United States and Israel, the imagery will serve as a reminder that Jewish identity can be celebrated in diverse arenas—from the kibbutz to the Olympic podium. The collaboration also reflects the evolving role of food brands in community storytelling, where packaging becomes a canvas for broader narratives.

As the countdown to Passover begins, the world is watching to see which athlete will be chosen to stand proudly on the front of a matzah box that millions will open each year. Whether it’s a famed Olympian, a local hero, or a rising star, the decision will undoubtedly reflect both the values of the holiday and the aspirations of a vibrant, dynamic community.