Beyond the OU symbol: Orthodox Union strengthens Jewish identity after Oct. 7 - interview

The Orthodox Union (OU), widely recognized for its kosher certification symbol found on millions of products worldwide, is actively working to bolster Jewish identity and community support in the wake of the October 7th attacks. Rabbi Josh Joseph, the OU's Executive Vice President and Chief Operating Officer, emphasized that while kashrut is a significant part of their work, the revenue generated fuels a broad range of community programs and activities.

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The OU is very well known for its kashrus with 1.5 million products worldwide. It is a huge part of what we do, and we're a nonprofit. But that money goes back into the community and into all of our actions and activities and programs and projects.

Founded in 1898 as an umbrella organization for Orthodox synagogues, the OU's initial focus was representing Jewish communal interests. Kosher certification, added in 1916, has become its most visible function, but the organization also runs prominent initiatives such as NCSY, an international youth movement; Yachad, a national council for disabilities; and JLIC, a Jewish learning initiative on campus. They also facilitate a daily Talmud study program with over 10,000 participants.

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When it comes down to it, it's about support, and it's about relationships and growing those relationships externally, but also within the community.

Joseph noted a significant shift in focus since October 7th, acknowledging the rise in global antisemitism. He stated, "Hashem is asking each one of us what our role is in fixing it instead of just sitting back." The OU's approach is solution-oriented, prompting the question, "What are you going to do about it? What's next? How are you going to try and make it better?"

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Absolutely yes there's challenges. Yes, there's antisemitism around the world. In America. And yes, there's challenges in Israel. But that also means that Hashem is asking each one of us what our role is in fixing it instead of just sitting back.

This proactive stance is evident in the response from Jewish Student Unions (JSUs) in US public schools. Joseph reported that the number of JSUs rapidly increased from 304 to over 500 without active recruitment. Interestingly, these students expressed a strong desire to learn about Jewish identity, heritage, and pride, rather than solely focusing on combating antisemitism. "We want to know what it means to be Jewish. What does it mean to have a Jewish identity? What does it mean to be proud of your Judaism? Give us some content. Give us some context. Give us some something that's genuine and that's authentic and that's content rich," students conveyed to the OU.

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You can point things out, you can complain. But then what are you going to do about it? What's next? How are you going to try and make it better?