By the Grace of G-d
Dear Friend,
We didn’t time it consciously that way…
Is it not clearly the hand of Hashem’s Divine Providence?
Let me tell you the background. And then you can decide for yourself.
After weeks, actually years, of dreaming and planning, the J Café and kosher shopin Sukhumvit area finally opens on Sunday this week.
Just as we begin the week of the weekly Torah portion of Parshat Shemini.
What am I so excited about?
It is in the portion of Shemini that G-d gives the laws of what is kosher and what is not.
Until this morning, when I sat down facing my computer screen meditating on what I would like to share with you this week, I didn’t realize that there was this major and obvious connection between the weekly Parsha and the opening of our new kosher food establishment.
It is so heartwarming to get this ‘Divine-Hug’ so to speak. When G-d shows you how your efforts from down below are in sync with His Torah reading schedule it is truly inspiring and heartwarming.
You may be wondering, what do I find so exciting about a new kosher eating establishment? Why would Chabad rabbi’s expend efforts and resources to establishing a food eatery? Something that seems to be in the realm of body building and revenue generating rather than soul tending and altruistically flavored.
You would be right if we were talking about opening a new kosher food venue in New York, Jerusalem or even Melbourne. In those bastions of Jewish life, kosher venues are business enterprises and hardly a reason to make a rabbi’s weekly Torah column.
Not so in Thailand.
Two and a half decades ago, just after we opened the backpacker Chabad House in Kaosarn Rd it was clear that we needed a kosher food solution. Young people were visiting the Chabad House, becoming inspired to connect more to Judaism but left unable to feed their bodies in a kosher way. It was difficult to encourage travelers to commit to eating kosher when there was virtually nothing available for them to eat.
Opening a restaurant at the Chabad House twenty-five years ago was a mitzvah. It was founded as an outgrowth and result of the Jewish outreach mandate of Chabad. Rather than being a revenue source, it was another significant expenditure. It didn’t seem to have a future as a commercial enterprise but that didn’t matter. It was nurturing Jewish souls and guaranteeing Jewish continuity. These are critical values that you cannot put a price tag on.
The value of a kosher eating establishment where there are none, is immeasurable.
The obvious benefit is that enables more people to keep kosher. G-d instructed Jews in a detailed dietary code and without proper resources it can be quite difficult to adhere to the kosher laws.
Providing a kosher eatery is thus a great mitzvah. It’s as simple as that. Which is why the kosher restaurants at the Chabad Houses are still open, notwithstanding their inherent non-profitability. They have become an expected feature at each of our Thailand Chabad Houses and thousands merit to keep kosher because of the availability of kosher food that they provide.
Not to mention the incredible Jewish unity opportunities it enables. The kosher restaurants at Chabad of Thailand’s four locations, provide more than two thousand Shabbat meals every single week. These meals are inspirational celebrations that foster and cultivate Jewish unity.
The kosher establishment in a remote location goes beyond just providing kosher food.
A kosher eatery in a place that is off the traditional ‘Jewish grid’ becomes a Jewish meeting point of sorts and provides a vital community service.
The new J Café and Kosher Shoppe is a cause to celebrate for any Jew living in Thailand. It’s a ‘one stop shop’ for Yiddishkeit and Jewish accessories. It may be a Yartzeit candle one is looking for. Chanuka candles. A half kilo of rugelach. Challa bread on Friday. Hamantaschen on Purim. Israeli soup croutons. Tahini or Humus or Matzah & kosher wine for Pesach.
Not to mention the Israeli style café menu that is mouthwatering (don’t take my word for it, check it out for yourself).
All of this and more is now readily accessible and centrally located at Mille Malle Mall on Sukhumvit Soi 20.
Going to a community focused kosher shop can do wonders in fanning the flames of Yiddishkeit and Jewish identification in one’s soul. Especially if you bump into other community members and have a good schmooze. Or you may even meet me or one of my colleagues and get to put on Tefilin or hear a Torah thought.
For all these reasons and more, I am excited about the new venture.
Will it be sustainable. I am hardly worried. Because it’s a community service at its core, I am not fazed by the possible or (as the pessimists say probable) lack of profitability. The benefits to the community far outweigh the possible deficit.
But I challenge you and invite you to prove the naysayers wrong.
Support the new endeavor. Invite your business associates and friend to dine with you. Order deliveries to your home or office. Help build it up till it becomes financially self-sufficient and then continue to support it till it even turns a profit.
As indicated on the signage, J Café is a project of Chabad. This means that any profits go back to the community chest. So if you succeed in making this new project viable, the community benefits further by having more resources to provide ever increasing Jewish and social services.
It’s a win-win proposition.
Eat kosher. Support the community. Nourish your body. Nourish your soul.
And check out the wonderful selection of kosher wines.
LECHAYIM!!!!
Rabbi Yosef Kantor
PS to those of you who live in established Jewish communities I hope you too can relate to the game-changing nature of providing kosher where it was scarce. And perhaps I can suggest that you be more mindful about the need to support the kosher establishments in your cities and towns. This would be done by shopping and eating at kosher stores and eateries wherever the option exists.