Manischewitz and jscreen are joining forces to raise awareness of genetic screening for family planning and prevention of hereditary cancers.
A national nonprofit public health organization founded in 2013, jscreen is partnering with the iconic kosher products brand for the “Deli is in my DNA” initiative.
The campaign highlights the risks specific to Jewish genetics and explores how genetic testing can help save lives.
The launch is timed to coincide with the “Back to School” season, with a focus on college campuses where students are offered genetic testing to help ensure the health of their future families.
Additional events and activations will continue throughout the year to engage young adults and families in communities across the country.
Over the years, jscreen has built strong relationships with student groups on college campuses through onsite genetic screening events and partnerships with organizations that connect with younger and broader communities.
Select events will feature the “Manischewitz Deli on Wheels,” a new traveling restaurant serving food and distributing swag. Manischewitz food items provided at events will include matzah ball soup, hot dogs, knishes, rugelach, babka and more.
“We are proud to launch the ‘Deli is in Your DNA’ program with Manischewitz and to provide students and others with education and support,” said Karen Arnovitz Grinzaid, executive director of jscreen.
September also marks “Tay-Sachs Awareness Month,” which is dedicated to educating the public about the rare, inherited disorder that destroys nerve cells in the brain and spinal cord.
Tay-Sachs is more common among Jews of Ashkenazi descent and typically presents in infancy, leading to severe physical and mental deterioration and ultimately early death, often by the age of five. There is currently no cure for the disease.
“Tay-Sachs Awareness Month” underscores the critical importance of genetic screening, especially for those in high-risk populations, to prevent the transmission of this devastating condition to future generations.
“There is no better time than now to collaborate with jscreen to educate and reach college students, and people of all ages, about the significance of genetic screening for the well-being of this and future generations,” said Shani Seidman, Manischewitz’s chief marketing officer. “We share the love of family and are proud to launch the ‘Deli is in Your DNA’ program to support genetic testing with comforting, nostalgic Jewish food.”
Established in 1888 by Lithuanian-born American entrepreneur Rabbi Dov Behr Manischewitz in Cincinnati and best known for its matzah and wines, the Manischewitz brand is now part of Kayco, a family-owned company headquartered in Bayonne, New Jersey.
For information about jscreen testing, visit jscreen.org.
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