Dear Residents, Visitors, and Friends,

Welcome back to Deal.

It’s always a special time of year when summer returns and the town comes alive again. Whether you live here year-round, spend the season with us, or are visiting for a short time – we’re glad to have you in Deal.

Over the past few months, we’ve been working hard to get everything ready. We’ve improved roads, refreshed public spaces, and continued coordinating with state and federal agencies on key infrastructure and safety projects. Our goal remains the same: to keep Deal a safe, beautiful, and enjoyable place for everyone.

As the town gets busier, I ask all of you to help keep our streets safe. Please drive carefully, obey the speed limits, watch for pedestrians, and don’t use your phone while driving. If you’re biking, wear a helmet if you’re under 17 – and no matter your age, stay alert and share the road.

Let’s all do our part to look out for one another and make this a safe and enjoyable summer.

On behalf of the Board of Commissioners, I wish you and your families a great season ahead. I look forward to seeing you around town. Sincerely,

Sam Cohen
Mayor, Borough of Deal

Dear Community Members,

We welcome you back to the City of Long Branch for another great
season at the Jersey Shore! Whether you are spending your summer
with us or just visiting for a day, we hope you will take advantage of
what Long Branch has available for you.

Our city has more to offer than ever before to make it the best place to be to enjoy your summer.

We have several parks for recreation. Manahasset Creek Park has fields and courts, a walking path, and fitness stations. Our revitalized Jackson Woods park is a peaceful place to enjoy nature as well as interesting outdoor sculptures.

Our Recreation Department offers a variety of programs including
five family-friendly Fun Days in various neighborhoods throughout the City. Our Arts & Cultural Center on Broadway offers many interesting exhibits and programs, our new Senior Center offers evening programs open to everyone, and our Fire and History Museum recognizes the city’s proud past.

Oceanfest features one of the best fireworks displays along the shore with fun for the whole family! There are many other events throughout the summer months. Please go to our website at longbranch.org under “Community Events” to see a comprehensive list of summer happenings.

Be sure to pick up a library card to utilize our beautiful, newly renovated main library, and explore all the programs and special exhibits they have to share.

Long Branch has four miles of beautiful beaches for you to enjoy. Some have extended hours, and two locations are fully accessible. Our
beaches are open through September 2, 2025. For more information, please visit our website under “Beach Information.”

We also offer daily passes for Long Branch residents at our refreshing community pool, and both residents and non-residents may purchase season passes.

The summer months are a time for relaxation and fun. I wish everyone a safe and enjoyable summer!

Sincerely

John Pallone Mayor

Jack Gindi

“For everything good, there’s something bad.”

The quote above is what a friend once told me her grandfather used to say. He meant it as wisdom – a way to stay realistic. But her father heard it as a warning. He internalized it with worry, and over time, he passed that anxious way of living on to her.

We don’t always realize it, but the way we process life becomes the emotional blueprint our children inherit. The way we handle setbacks, big or small, teaches them how to face their own. Each of these moments either plants the seed of possibility – or reinforces the habit of limitation.

Building Dreams Together is about more than just parenting – it’s about the beliefs we unknowingly pass down. Many of the stories we live by aren’t absolute truths; they’re inherited perspectives shaped by culture, family, and fear. When we pause to examine them, we create space for change. And now, research shows it may even influence how long – and how well – we live.

Many people confuse surface-level positivity with optimism, but they’re different animals. Positivity focuses on feeling good right now – emotions like joy, gratitude, and calm. Optimism links today’s meaning to tomorrow’s possibilities. It’s how we turn challenges into stepping stones for a better future.

Real Optimism Adds More Than Years

Studies reveal something remarkable: people who live with purpose and direction tend to live longer, often by 11 to 15 years. That’s comparable to the benefits of regular exercise or quitting smoking.

But here’s what many people miss: it’s not about wearing rose-colored glasses. The people who thrive aren’t necessarily the cheeriest. They’re grounded and resilient – able to find growth even in difficult circumstances.

This practice – finding meaning in challenges – is the real secret to a longer, richer life.

How to Think Like a Real Optimist

If you grew up with fear, scarcity, or negativity as your default setting, you’re not alone. The good news is: you can change your mindset, and in doing so, change what you pass down to the next generation. Here are five simple daily practices anyone can start right away.

Start Each Day with Gratitude: Name three things you’re grateful for each morning. This simple act shifts your brain toward joy and possibility.

Choose Your Mental Diet Carefully: Today’s media often profits from panic. You don’t have to consume it all. Be selective about what information you take in each day – seek balanced, constructive perspectives.

Ask Better Questions: When facing challenges, ask: “What’s possible here?” instead of “Why is this happening to me?” Better questions create better outcomes.

Notice the Turning Points: Each day, identify one challenge and ask, What did this teach me? or How did I grow today? This transforms discomfort into development.End the Day with Reflection: Write down three good things that happened – and how you contributed. This builds awareness of your power to shape your day.

Why Optimists Live Better

• They take better care of themselves, not out of rigid discipline, but because they believe tomorrow is worth preparing for.
  
• Their bodies handle stress differently. When you believe challenges have meaning, your body doesn’t react with the same damaging stress response. Your heart, immune system, and even your DNA stay healthier.
  
• They build stronger relationships, and living with purpose leads to deeper connections. These become your safety net in hard times.

• Even their cells age differently – research shows that purpose helps protect telomeres, the chromosome caps tied to aging and disease.

Michele Shrem

Anti-Semitism is a word heavy with history, pain, and injustice. From ancient persecution to the horrors of the Holocaust, and now to the current rise of hate incidents, Jewish communities around the world continue to grapple with different forms of anti-Semitism. While the word “anti-Semitism” carries a shared meaning, how it is felt and experienced is deeply personal.

Here community members weigh in on this sensitive topic. Their voices reflect anger, confusion, resilience, pride, and a yearning to be seen beyond the stereotypes.

David B.

“The strange thing about anti-Semitism is that it can feel invisible until suddenly it’s not. One day I’m at a dinner party and someone makes a joke about Jews and money like it is casual trivia. And I think, would you say that about any other group and expect me to laugh?” David describes himself as “visibly Jewish,” often wearing a kippah in public. He has been verbally harassed on the subway and once had to escort his children away from a protest where anti-Semitic slurs were being chanted. “It’s not just the violence,” he says. “It’s the constant drip of assumption and suspicion.”

Maya T.

“Being Jewish on campus feels like walking a tightrope. I’m proud of who I am, but I also know if I speak up about anti-Semitism, some people will say I’m just being dramatic.” Maya is active in her university’s Jewish student group. She notes an uptick in hostility around discussions about Israel, where “Jewish students are often held responsible for geopolitical decisions thousands of miles away.” For her, the line between criticism and anti-Semitism is sometimes crossed with alarming ease.

Eli C.

“There’s a spiritual wound that comes with being hated for simply existing. My role is to help my community heal, but also to prepare.” Eli has led community responses to local synagogue vandalism and helps coordinate security training with law enforcement. “It’s a strange contradiction – offering spiritual peace while knowing someone might walk through our doors with a gun.”

Isaac O.

“There’s this myth that anti-Semitism died after the Holocaust. I see it in classrooms when students doubt what I say, or ask if I’m exaggerating.” Isaac has dedicated his life to educating young people about the Holocaust, but he’s often disheartened by the skepticism he encounters. “When you have people who say it [the Holocaust] didn’t happen, or that it wasn’t that bad, that’s not just ignorance – it’s hatred repackaged as opinion.”

Sara S.

“I live in two worlds. In Israel, being Jewish is normal. In New York, it can feel like a liability, especially in certain professional settings.” Sara splits her time between Israel and the U.S. and she’s noticed how her colleagues in the tech industry avoid Jewish topics. “People will talk about diversity all day, but when I mention anti-Semitism, it’s like I’ve said a dirty word.”

Egal Z.

“I want my kids to be proud Jews, but I worry every time they wear their Star of David necklaces outside.” There has seen a troubling rise in anti-Semitic attacks, and Egal has taught his children how to recognize danger. “We’ve had serious talks about where to sit on the bus, how to respond to threats, when to hide their identity. It’s heartbreaking.”

Joey D.

“Anti-Semitism doesn’t always wear a swastika. Sometimes it wears a smile and asks why we’re always so ‘pushy’ or ‘successful.’” Joey has lost clients after revealing he’s Jewish. He’s also had vendors assume he’d be “good with money” or he’d be an “aggressive negotiator.” “These stereotypes are older than me, but they still shape how people see us. That’s exhausting.”

What Unites These Voices

What emerges from these deeply personal reflections is that anti-Semitism isn’t just an external threat – it shapes daily choices, instills fear, and, paradoxically, strengthens identity. From America to Europe, in schools, workplaces, and places of worship, Jews continue to face a unique form of prejudice that often goes unchallenged.

But what also emerges is strength. The act of speaking out, of refusing to disappear, is itself resistance. Whether through education, art, activism, or simple persistence, these individuals – and countless others like them – are shaping a world where hate does not get the final word. We are not defined by the hatred we face, but rather, we are defined by the lives we build in spite of it.

Anti-Semitism on College Campuses

College campuses have long been considered bastions of free thought, diversity, and inclusion. Yet for many Jewish students, that ideal is being eroded by a troubling resurgence of anti-Semitism across North American and European universities. From hostile rhetoric to physical threats, students report an environment that often feels more alienating than empowering. While the rise in ant-Semitism isnot exclusive to universities, the setting presents unique dangers-where ideas gain traction quickly, peer influence is powerful, and institutional responses are often delayed, inconsistent, or politically constrained.

There has been a climate of fear, and since 2020 Jewish students have reported a dramatic increase in anti-Semitic incidents on college campuses. The Anti-Defamation League (ADL) and Hillel International documented hundreds of cases in the 2023–2024 academic year alone, ranging from hateful graffiti and swastikas in dormitories to verbal harassment, social media intimidation, and even physical violence. In many cases, Jewish students say they are not just afraid,they also feel isolated. Instead of openly wearing a Star of David necklace, many are now tucking their necklaces in while walking through campus.

Subtle and Less Subtle Forms of Anti-Semitism

Anti-Semitism on campus does not always take the form of overt slurs or vandalism. More often, it’s subtle: Jewish students being left out of progressive student groups for their alleged “Zionist” views, professors singling out Jewish students during political discussions, or students being asked to denounce Israel in order to prove their commitment to justice. At its most extreme, anti-Semitism on campus has become violent. In several recent cases, Jewish students have reported being physically threatened or assaulted at protests, or targeted online with coordinated harassment campaigns.

Perhaps the most controversial and difficult line to draw on college campuses is the one between anti-Zionism and anti-Semitism. Criticism of Israel’s government and policies – like criticism of any country – is legitimate and protected under the right to free speech. However, when this criticism morphs into blanket hostility toward Jewish students, or denial of Israel’s right to exist, it often veers into blatant ant-Semitism. Some professors and student leaders have also fueled this divide, painting Jewish identity and Zionism as inherently colonial, thereby erasing the complex and diverse relationship many Jews have with Israel.

Universities’ Apathy and the Response

Many Jewish students say their universities have failed to seriously address anti-Semitism on campus. Despite the existence of diversity and inclusion offices, anti-Semitic incidents are often underreported, dismissed, or reframed as political debate. In some cases, students claim they are told to simply avoid certain events or “stay silent to deescalate.”

In response, some Jewish advocacy groups have begun lobbying for stronger protections. The U.S., the Department of Education’s Office for Civil Rights has opened several investigations under Title VI of the Civil Rights Act, which protects students from discrimination based on shared ancestry or ethnic characteristics, which includes anti-Semitism.

The emotional burden of anti-Semitism on college students is severe. According to Hillel International, nearly one in three Jewish students say they’ve felt unsafe or unwelcome on campus. For many, this leads to self-censorship, isolation, or disengagement from Jewish life. Some Jewish students even feel forced to “pass” as non-Jews in academic or social settings –not affixing or actually removing mezuzahs from their dorm rooms, removing Jewish identifiers from social media, or refraining from speaking up in class.

Fighting Back

Despite the hostility, many Jewish students are choosing to fight back -with dignity and strength. They launch educational campaigns, and push for clear university policies on anti-Semitism. Social media is also a battleground where Jewish students share stories, organize support, and challenge misinformation.

Addressing anti-Semitism on campus requires more than statements and hashtags. It demands a clear definition of anti-Semitism that includes contemporary forms, such as anti-Zionist hostility when targeted at Jews. Mandatory education on anti-Semitism needs to be instituted, rapid response protocols for anti-Semitic incidents must be put into place with real accountability, and safe spaces need to be put into place for Jewish students to practice, explore, and celebrate their identity without fear. Most importantly, addressing anti-Semitism requires listening – to Jewish students, to their concerns, and to their complex identities.

Anti-Semitism on college campuses is not an isolated problem – it reflects wider societal tensions. But when anti-Semitism occurs in academic spaces, it undermines the very values these institutions claim to uphold – open inquiry, mutual respect, and intellectual freedom. To truly combat anti-Semitism, colleges must treat it not as a fringe concern but as a core challenge to their mission. 

Dave Gordon

Israel is facing one of the most intense periods of global pressure in recent memory. From the devastating war in Gaza, to escalating threats from Iran and its proxies, the nation’s security and legitimacy are being challenged on multiple fronts. Here in the United States, pro-Palestinian demonstrations – many of them increasingly hostile and disruptive – have taken hold on college campuses, in city streets, and even in corporate boardrooms. The fallout has extended beyond protests to economic pressure, as the BDS movement gains traction and companies reevaluate their ties to Israel.

For those watching these developments with growing concern, the question is urgent: What can I do?

While most of us are not policymakers or diplomats, we are consumers. And the choices we make – where we spend, what we buy, and whom we support – carry weight. That’s where the concept of a buycott comes in. Unlike a boycott, which seeks to punish, a buycott is a deliberate act of support: choosing to spend money on Israeli products, Israeli-owned businesses, or companies that refuse to bow to anti-Israel pressure. It may seem small in the face of global unrest – but history has shown that even modest consumer actions can make a difference. At a time when Israel is under siege in more ways than one, buying a bottle of wine, a jar of hummus, or a box of Israeli chocolates can become an act of solidarity. A buycott won’t end a war – but it sends a message: Israel is not alone.

“We have a problem,” exclaimed Brooklyn resident, Mr. Levy, to his wife.  He had discovered a pint of their favorite ice cream, Ben & Jerry’s, in the freezer. He told her that from now on they would no longer be buying that brand.

Was it the heksher?Mrs. Levy asked. Hadthe Kof-K kosher supervision been pulled from the product? No, and no. Mr. Levy responded that Ben and Jerry’s would no longer be considered kosher in their eyes because the company had decided to capitulate to the anti-Israel movement BDS –  boycott, divestment, and sanctions. The family agreed to no longer buy or eat Ben and Jerry’s, taking a principled stand against the company that has not only misguided views of Israel, but to their minds, contributes to harmful and hateful messaging. In 2021the company said that selling the ice cream in Judea and Samaria was “inconsistent” with their values, and it would not renew its licensing agreement for distribution there.

The company’s position has remained consistent, a move that led to a backlash, including divestment by some investors, and legal disputes with Unilever, its parent company.

Ben and Jerry’s Grows Colder on Israel

In fact, the ice cream company’s independent board has recently intensified its criticism, labeling Israel’s actions in Gaza as “genocide” in a May 2025 statement. This marks one of the strongest corporate denunciations of Israel’s conduct in the conflict, and has further strained the relationship between Ben & Jerry’s and Unilever.

Unilever has publicly distanced itself from the board’s statements, emphasizing that the views expressed are those of Ben & Jerry’s board and not the parent company.

But the ice cream maker’s political stance is not an isolated incident. While few major North American corporations have formally endorsed BDS, several have taken actions or made statements that align with BDS goals. Several well-known companies have withdrawn from Israel or made operational changes in response to pressure from BDS.

Other Corporations Bow to BDS Pressure

In December 2024, Brooklinen disclosed that it had moved all production out of Israel during 2023. The company cited years of pressure from BDS activists as a key reason for this decision.

In November 2024, 7-Eleven closed all eight of its stores in Israel. This marked a rare full market exit by a major international retailer, following sustained boycott pressure.

In December 2023, Puma announced it would not renew its sponsorship of the Israeli Football Association. While the company claimed the decision was unrelated to the Gaza war, it came after years of global boycott campaigns targeting Puma for its ties to Israeli settlements.

Chevron US, targeted for its investments in Israeli gas, halted expansion of a gas field in 2024 due to pressure. Starbucks experienced significant sales declines and laid off at least 2,000 employees in the Middle East in 2024. The company’s CEO acknowledged the negative impact of the boycotts in both the region and the United States.

The Earth Day Network, the world’s largest recruiter to the environmental movement, cut ties with SodaStream in 2014, and KQED Public Radio removed SodaStream from its donor gifts after BDS advocacy. In August 2024, San Francisco State University divested from companies including Lockheed Martin, Palantir Technologies, Leonardo, and Caterpillar after a three-week student solidarity encampment.

And finally, in 2024 Pitzer College became the first U.S. institution to end its study abroad program in Israel, following student-led BDS organizing.

These examples illustrate that BDS campaigns have, in several cases, led to marked changes in the operations, finances, or policies of targeted companies and institutions.

Consumer Choices Influence Corporations

These changes  illustratethat consumer choices can influence corporate behavior. It is therefore incumbent upon supporters of the Jewish people and Israel to redirect spending to counter the effect – to make spending decisions that align with our values.

Several organizations and websites actively track companies and corporations that are considered pro-Israel. These resources are often used by so-called activists and consumers interested in boycott, divestment, and sanctions campaigns. But those who support Israel can use them in reverse – choosing to purchase items on the “no buy” list.

You can find “no buy” lists on websites like StopBds.com, The Islamic Information, The Witness, Who Profits, Investigate, the BDS movement official website, and the Buycott app. They often highlight companies such as Microsoft, Cisco, Palantir, SodaStream, IBM, Hewlett Packard, Siemens, Google, Amazon, Airbnb, Booking.com, Disney, and Scotiabank as all having some dealings with Israel or Israeli companies. Of course, that’s a shortlist.

Another answer to combating the hate is to specifically choose Israeli-made products in the supermarkets, or to subscribe to by-mail box subscription services that send items each month from Israel, such as Lev Haolam, which ships monthly subscription boxes around the world, featuring artisan products from Israel, particularly from Judea and Samaria.

Buycott Campaigns – a Creative Proactive Response

There are several documented instances where “buycott” campaigns -efforts to proactively purchase Israeli goods or support Israeli companies – have made a financial difference or provided a visible counter to boycott movements. While such campaigns often gain traction during periods of heightened tension or boycott calls, concrete examples of measurable financial impact are less frequently publicized compared to boycott successes.

The most notable example of an Israeli wine buycott involving the Toronto Jewish community and the LCBO (Liquor Control Board of Ontario) occurred in July 2017, during a high-profile controversy over the labeling of wines from Israeli settlements in Judea and Samaria.

On July 11, 2017, the LCBO, acting on a directive from the Canadian Food Inspection Agency (CFIA), instructed vendors to halt the sale of wines labeled “Product of Israel” if they were produced in Judea and Samaria or other territories “occupied” by Israel since 1967. This directive specifically targeted wines from Psagot and Shiloh wineries.

Canadian Jewish Community Push Back

The news of the directive spread rapidly through social media and Jewish community networks in Toronto. Pro-Israel organizations, including B’nai Brith Canada and the Centre for Israel and Jewish Affairs (CIJA), mobilized supporters to protest the removal of Israeli wines from LCBO shelves. There was a strong push within the community to not only voice opposition but also to demonstrate support for Israeli products by purchasing them – a classic buycott response.

Community members were encouraged to visit LCBO stores and buy Israeli wines, both to show solidarity and to counteract the effects of the boycott call. Social media posts and community bulletins urged people to stock up on Israeli wines, and some stores reported increased demand for these products.

The buycott was accompanied by lobbying and public statements from Jewish organizations, emphasizing both the economic and symbolic importance of supporting Israeli goods in the face of boycott efforts.

The intense backlash – including the surge in purchases – combined with political pressure led to a rapid reversal of the original directive. By July 13, just two days later, the CFIA announced it was rescinding its order and allowed the wines to return to LCBO shelves. This was widely seen as a victory for the buycott campaign and the broader pro-Israel community in Toronto.

International Push Back

In other examples, after boycott protests at stores like Trader Joe’s or Sainsbury’s in the UK, pro-Israel shoppers have organized counter-protests, buying out entire stocks of Israeli products and sometimes causing products to sell out. This has been reported in various media over the years.

SodaStream, an Israeli company that has faced years of BDS pressure, has also benefited from buycott campaigns. After the company was targeted for setting up in its Judea and Samaria factory, pro-Israel consumers and organizations in the U.S. and elsewhere promoted SodaStream as a symbol of coexistence and Israeli innovation. During periods of boycott, SodaStream’s sales in certain markets actually increased as supporters made a point to purchase its products.

Ahava, an Israeli cosmetics brand made from Dead Sea minerals, has been a frequent BDS target. In response, buycott campaigns have urged supporters to purchase Ahava products, especially during anti-Israel protests at stores in the U.S. and Europe.

While exact figures are rarely released, Israeli trade officials and advocacy groups have credited buycott campaigns with helping to offset the impact of boycotts and in some cases even boosting sales of targeted goods.

Sabra Hummus Saved!

The Sabra Hummus buycott campaigns in the U.S. were most visible on college campuses, where BDS activists targeted the brand due to its Israeli ownership and alleged support for the Israeli military. In 2010, a pro-Palestinian student group at Princeton University called for a boycott of Sabra hummus, equating its purchase with supporting Israeli military actions.

In response, a counter-campaign called “Save the Hummus!” was launched by pro-Israel students and community members. This buycott encouraged students and supporters to purchase Sabra products and generated national media attention for its creative and positive messaging.

The buycott was successful: the boycott effort failed, and Sabra remained available on campus. The campaign is cited as a model for how grassroots buycott efforts can effectively neutralize BDS activism.

Meanwhile, The Park Slope Food Coop, a progressive grocery store in Brooklyn, became a battleground for BDS activists in 2012 seeking to ban Israeli products, including Sabra.

In response, a grassroots group called “More Hummus Please” mobilized community members, local rabbis, elected officials, and advocacy organizations to oppose the boycott and to encourage the purchase of Israeli goods, including Sabra hummus.

The buycott and advocacy campaign helped defeat the proposed boycott, and Sabra products remained on the shelves.

Campaigns and Counter-Campaigns

At DePaul University and at other campuses, student groups campaigned to remove Sabra from dining halls. These efforts were met with counter-campaigns by pro-Israel students who encouraged others to buy Sabra and voice support for its continued sale. In most cases, the boycotts were unsuccessful, and Sabra products remained available, partly due to visible buycott support and advocacy from the broader community.

However, in 2024 Israeli food giant Strauss Group sold its stake in Sabra to PepsiCo, a move attributed in part to ongoing boycott pressure.

Multiple retailers, including Pemberton Farms, Balady Foods, and Harvest Coop, have removed Sabra products from their shelves following BDS campaigns. But now, Israel supporters know where these stores’ values are and can choose to buy elsewhere.

The Enduring Strength of the Jewish Community

The recent wave of boycotts and divestment campaigns, and the resulting changes in corporate behavior, have posed undeniable challenges for the Jewish community and supporters of Israel. Yet, as history has shown, adversity often reveals the true character and resilience of a people.

Despite mounting pressures, the Jewish community has responded not with despair, but with unity, creativity, and collective action. From grassroots buycott campaigns that turned the tide at liquor stores and on college campuses, to the mobilization of advocacy organizations and everyday consumers, the community has demonstrated its ability to adapt, organize, and stand firm in the face of adversity. These efforts have not only mitigated the impact of boycotts but have also sent a powerful message: attempts to isolate or delegitimize Israel will be met with unwavering solidarity and renewed commitment.

This resilience is rooted in a long tradition of overcoming hardship through mutual support and resourcefulness. Whether rallying to keep Israeli products on store shelves or finding new ways to express their values through conscious consumerism, the Jewish community continues to turn challenges into opportunities for growth and connection.

In the face of campaigns designed to divide and weaken, the Jewish community’s response has been to come together, amplify its voice, and support one another with determination and hope.