Cotton Matzah Cover, Eretz Israel, circa 1920-1925. Yeshiva University Museum, New York. Source: Center for Jewish History on Flickr.
The Western Wall is depicted at the top. On the right side, top to bottom: the Hebrew University of Jerusalem, and the Dead Sea. On the left side, top to bottom: a matzah/matzo factory, and Haifa (the Haifa Bay with the green Mount Carmel)
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When it finally ended and I remembered I should eat something, my eyes happily fell on a box of matzo left over from Pesach because little could be more gentle on a touchy stomach.
As I munched, I looked at the box.
Given that I'm a Jew in my 50s, it occurs to me that this phrase might be used by many Tumblr leftists to describe me:
I find it hard to believe that we couldn't have wrapped the dough in cloth to let it rise instead of baking it into a fucking cracker and subsequently making it so Jews can't eat ANYTHING risen for eight days out of the fucking year. Like I appreciate getting us into the promised land, but REALLY? God split the Reed Sea, gave us a rock that dispensed water, but couldn't fucking give us PROPER BREAD?
The largest Matzo Ball ever cooked was 22ft in diameter and weighed almost a ton. It was pretty good but would've been better if they used beef broth like I said.
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As passover rolls around again this year, i think it's a good opportunity to examine the fascinating interaction between capitalism's neverending drive towards profit seeking, and a product specifically designed to be unpleasant and unappetizing
Passover, for the unaware, is a time when (particularly strong willed) practicing Jews abstain from risen bread and a fair variety of other grain-based foodstuffs, and eat matzah in their place, to commemorate the historical suffering of the Jewish people. As such, matzah itself, the bread of affliction, is specifically intended to be, more or less, pretty bullshit. It's hard and nearly flavorless and cold and boring and nothing at all like warm soft beautiful sourdough bread my beloved (may we be reunited soon). As a result, attempting to sell matzah puts advertisers in a difficult position, presented with the task of making this horrible bullshit (i like the soup, okay?) look like something one would choose to eat outside of the confines of religious tradition
To commemorate this holiday, I'd like to look at a few of the approaches they have taken
Manischewitz
Right off the bat, we've got the brand recognition to carry this one through, and to be honest that's largely all a good box of matzah should need, considering the 99% of the time it will be bought out of obligation. Often considered to be the "autism of religions" Judaism is a faith that celebrates the importance of tradition above all else, so Manischewitz is going to have an advantage from jump. That said, I find the phrase "perfect for Passover" to be particularly redundant in this context. If you're Jewish, it hardly needs to be said, and if you're not, well, please eat something that tastes good instead
7/10
2. Manischewitz (again)
Here's where we hit our first roadblock. In addition to the brand name being sized down, thus lessening the advantage granted by cultural cache, this particular product makes what I would consider to be a rookie mistake. Onion flavoring. That is, they attempted to make matzah taste good. While tempting, this is ultimately an error. It's not supposed to taste good. It was designed and perfected by our most talented artisans for three thousand years to be be the culinary equivalent of watching paint dry. It is absolute hubris to believe yourself capable of turning that into an appetizing snacking treat with the addition of a little bit of onion powder
4/10
3. Streit's
In general, this one is not particular offensive in any direct sense. It has bold, bright colors, and a clear image of the product. I feel that "thin and crispy" is a particularly unnecessary addition, as, yeah man I should sure hope they are, and the addition of (light) salt edges this just a little closer to attempting to taste good, but these are relatively minor complaints. My true issue with this is the assertion that this matzah is meant to "pair with soups, spreads, and salads." This is false advertising
5/10
4. Yehuda Matzos
On the surface this appears to be a relatively inoffensive example, but the longer one looks, the more the cracks begin to show. The images present give off a particularly sickly yellow quality that makes them just a tad less appetizing than they already would be, and the description of them as "Matzo-Style Squares" really sells the unsettling quality of this whole display. And they're also gluten free. Yes, I know some people have dietary restrictions, but as far as I'm aware, most people who are gluten free already don't eat all that much bread anyways, and with the helpful acknowledgment that this particular product is "not a replacement for matzo at the Seder" as in the one time where actually eating the stuff is part of suggested tradition, I fail to see a scenario in which these things are consumed. It also, obviously, loses points for the "Imported from Israel" banner in the lower corner, though I'll get into that in a moment
3/10
5. Holyland
There is basically just the one advertising strategy being employed here. It's subtle, but with a keen eye I'm sure you can figure it out. The natural issue, of course, is that it's an inherently polarizing one. It positions itself such that one's political alignment is the only deciding factor in the decision to purchase it, and without other appealing characteristics, this is ultimately a losing strategy.
Obliviously, the primary issues here would be the ongoing genocide and human rights abuses, but as that's largely out of the scope of this particular post, I'd like to focus on how inappropriate a pro-Israel message is when it comes to the celebration of Passover specifically. Ultimately, the story of Passover is that of Jewish escape from bondage and slavery, leading to a forty-year of wandering through the desert looking for a home. That is, it is a celebration of the history of the Jewish people specifically as a diaspora. As the period of Jewish chattel slavery in Egypt is considered apocryphal from a modern lens, one should approach the narrative not as an earnest recounting of true events, but as a metaphor for the Jewish condition as a whole. And from this framework we understand the forty years in the desert searching for a homeland not to be a specific literal stretch of history, but instead a collective journey that the Jewish people undertake, to escape antisemitism broadly. Considering how antisemitism is alive and well to this day, one must come to the obvious conclusion that this is a journey we are still in the middle of. In addition to the fact that ethnostates as a whole are an evil endeavor, the idea that Israel should exist at all, is, from a Jewish perspective, incredibly hubristic and antithetical to the message Passover means to instill in us.
0/10
6. Streit's (again)
To lighten the tone somewhat, here we have something almost passable. Passover matzah. That's what it's for, that's what it is. And with what appears to be a depiction of the bitter herbs meant to be consumed alongside the matzah during a traditional Passover seder, this branding subtly hints at the clear implication: you are eating this because of your traditions. No attempt is made to make the matzah itself look good, and I respect that. That said, I balk at the idea of purchasing an entire five pounds of the stuff, but that inherent revulsion is in conflict with my desire to find out what exactly the "Passover game" enclosed inside entails.
7/10
7. Yehuda Matzos
I hate this. No, I will grant you, matzah is not supposed to be good. You are meant to long for the taste of bread. You need to want it. But, at the same time, there's no need to make it taste worse than it already does. It may be the bread of affliction, but, like, maybe not too afflicted, and I really think that making it whole wheat ruins my last shred of enjoyment of the stuff. This one's also from Israel
3/10
8. Streit's (again)
Go fuck yourself.
0/10
9. Rakusen's of Yorkshire
There's really a lot to say with this one. From the completely superfluous "vegan" sticker in the lower left hand corner (they're flour and water), to the helpful description of these as "crackers." There is just such a monumentally small target audience for this. I'm sure the population of British Jews excited to celebrate the coronation of King Charles with a holiday snack...exists, I don't imagine they're particularly numerous. Also, doing some research, King Charles' coronation took place on the sixth of May, 2023, while Passover of that year took place between the fifth and thirteenth of April. What event could this possibly be appropriate at? Having them for the coronation itself would mean eating matzah outside of the timeframe in which it is specifically necessary to do so (untenable), and having them for Passover of that year means saving this box in your pantry for a month so you can get questioning and uncomfortable looks from your friends and relatives during the Seder. Additionally, I really can't tell if I think it's antisemitic or just pretty funny that they thought a possibility of winning money was one of the best ways to advertise matzah.
1/10
10. Streit's (once again)
Finally. Now, here is something to be celebrated. Note the helpful yellow ribbon in the lower right corner, and the glaringly prominent "UNSALTED" staring us in the face. No salt, no flavoring, no bells, no whistles. There is nothing here to differentiate this particular product from any other box of matzah, except the specific advertising flourishes being utilized. And what flourishes would those be, precisely? "For each box of this matzah that goes unsold, a woman will die of breast cancer. This will be on you." That's right. Sure, you can rely on creative flavoring, to mask the taste of bitter affliction. You can offer cash prizes, nationalist posturing, or an appeal to tradition. But only Streit's is out here advertising their matzah the right way. The Jewish way. With guilt.
Buy our matzah. If you don't, you're a bad person.
