Certified community building

As head of the Orthodox Union Israel, Rabbi Avi Berman speaks to the organization’s many initiatives, which strive to connect Jews of disparate backgrounds.

June 11, 2015 17:09
Taglit-Birthright group

A Taglit-Birthright group, part of the OU ‘Israel Free Spirit’ program, visits the Western Wall.. (photo credit: OU ISRAEL)

As far as quick mental associations go, Orthodox Union Israel executive director Rabbi Avi Berman understands that when most Jews think about his organization, they imagine the back of a Heinz ketchup bottle.

“The first thing that comes up when you say ‘OU’ is kosher products and certification – it’s a Heinz ketchup bottle,” he chuckled ruefully. “It makes it a little more challenging to market yourself and explain to the world what you’re doing.”


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