Certified community building

June 11, 2015 17:09

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.

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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