As a fan of the Food Network, I particularly enjoy their “Food Network Challenge” program where amateur and professional chefs go head-to-head in a competition to create the best new burger, Disney Princess cake, mac and cheese…you get the point. In the tradition of the “Food Network Challenge” and great cook-offs everywhere, Manischewitz has launched its Second Annual Simply Manischewitz Cook-Off.

The cook-off contest is timed to coincide with the High Holidays (submissions are due by September 21) and is part of Manischewitz’s campaign to make their brand of kosher food more accessible to all shoppers, whether or not they keep kosher. The contest’s website is easily accessible to newcomers, and since contest entries must be kosher, explains exactly what that means.

The Manischewitz brand, which has an infamous reputation for overly sweet kosher wine, is using this contest to show the North American public that kosher and Manischewitz are synonymous with delicious. Maybe it is time for the Jewish community to take a cue from Manischewitz and make its programs more enticing and accessible to newcomers. How can the Jewish community take advantage of secular pursuits, such as cooking, and partnerships when planning programming? I look forward to the day when I tune into the Food Network to watch “Food Network Challenge: Matzah Balls!”