Encourage all Jews to use Shmurah Matza for the night of the Seder

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On Shabbos Parshas Hachodesh 5714, 70 years ago, the Rebbe publicly announced the importance of every Jew receiving Shmurah Matzah for the Sedarim. The Rebbe explained that it was a common practice for many years that the Rov of the community would distribute Shmura Matzah to their community members:

“For some reason, this practice has ceased in most communities… I request - and if I were able to I would instruct - to restore this practice that Rabbonim should send Shmurah Matzah to their congregants. This practice is not limited to the Rov. Anyone who is in a position of influence - a Rov, Shochet, a reverend or a Shamash - if there is even one Jew that would use Shmurah Matzah if you send it to him, then be sure to send it to him.” The Rebbe went on to talk about the tremendous Brochos that this campaign will bring. Learn the full Sicha here.

That year, a few days before Pesach the Rebbe sent a letter to Mr. Zalman Shazar and enclosed three Matzos, explaining that “it is our custom to send Shmurah Matzah to friends and relatives.” The campaign has since been incorporated into the Sefer Haminhogim and has become an integral element of the mission of Chassidim in this generation.

The first instance we know of the Rebbe discussing this concept was in 5712, when Rabbi Zalman Abelsky of Kfar Chabad organized a Yud Alef Nissan Farbrengen. Not only did the Rebbe permit such a gathering, but he also requested that Matzah be distributed to all the participants. The Rebbe himself initiated the distribution of Shmura Matzah to Chassidim on Erev Pesach 5711, just months after formally accepting the Nesius. For further details on the Rebbe’s Matzah distribution, click here.

The Rebbe frequently addressed the topic of Mivtza Matzah in numerous early Farbrengens leading up to Pesach, particularly on Shabbos Hachodesh Mevorchim Chodesh Nissan. During these occasions, he would remind Chassidim of the Mivtza and elaborate on the special Brochos it brings upon both the giver and the receiver. See the Sichos from 5717, 5722, 5723, 5727, Shabbos Hagodol 5724, and more here.

Over the following decades, Chassidim continued to do Mivtza Matzah with a Shturem each year. In 5721, Rabbi Yitzchok Gansburg initiated a campaign called “Matzah For Every Student.” Thousands of school children would visit the matzah bakery in Kfar Chabad every year to experience the process of matzah baking and they would receive a Matzah to take home to their families. The Rebbe funded many of these efforts and especially encouraged sending Matzah to soldiers.

The Rebbe repeatedly emphasized the importance of reaching every single Jew, including the “fifth son” who does not even know about the Seder to attend it. At the Farbrengen of Yud Alef Nissan 5734, 20 years after the launch of the campaign, the Rebbe said, “As long as there is one single Jew, man or woman, child or adult, in your surroundings—and the meaning of “your surroundings” is the entire world, who does not have Shmurah Matzah, or has Shmurah Matzah but is unaware of its importance and message, there is no doubt that you must do something about it.” Learn the Sicha here or Listen on Ashreinu.App.

Over the years the Rebbe's Mivtza Matzah campaign evolved into an all-encompassing campaign to provide Yidden with all of their Pesach needs: To ensure every Yid sells their chametz, participates in a seder, has access to kosher for Pesach food for all eight days, and has the opportunity to learn the halachos of Pesach through printed material and classes. Read more about the history of Mivtza Matzah and how it evolved here.

Below is a collection of Sichos on the topic over the years:

Shabbos Parshas Hachodesh 5714 - The Rebbe publicly announces the importance of every Jew receiving Shmurah Matzah for the Sedarim.
Shabbos Parshas Hachodesh, Mevorchim Chodesh Nissan 5717 - The Rebbe speaks about the advantage of the givers in addition to the receivers.
Shabbos Parshas Hachodesh, Mevorchim Chodesh Nissan 5722 - The Rebbe speaks about Mivtza Matzah even though on Shabbos we usually don’t prepare for the weekday.
Shabbos Parshas Hachodesh, Mevorchim Chodesh Nissan 5723 - The Rebbe speaks about Mivtza Matzah in connection with Shnas Hakan.
Shabbos Hagodol, Ches Nissan 5724 - The Rebbe connects Mivtza Matzah with the Korbon pesach.
Shabbos Parshas Hachodesh, Mevorchim Chodesh Nissan 5727 - The Rebbe reminds Chassidim of this important Mivtza.
Parshas Achareimos 5727 - The Rebbe added that Matzos should be given to people close and far.
Shabbos Parshas Vayakhel-Pekudei 5732 - The Rebbe spoke very strongly about joining Mivtza Matzah however much you can, asking the Memunah to say Lechaim.
Shabbos Parshas Vayikra 5732 - The Rebbe spoke about beginning to prepare for Pesach already 30 days before it begins.
Shabbos Pekudei 5734 - The Rebbe spoke about preparing for Mivtza matzah especially on that year’s Kevius when Erev Pesach fell out on Shabbos.
Yud Alef Nissan 5734 - The Rebbe spoke very strongly about Mivtza Pesach, stating that we must make sure that every last Jew receives Shmurah Matzah. (Audio on Ashreinu.App)
Yud Alef Nissan 5735 - The Rebbe spoke about Mivtza Matzah and added that we should also make sure to teach people about Mechiras Chametz and the Laws of Pesach. (Audio on Ashreinu.App)
Yud Alef Nissan 5737 - The Rebbe said that every person traveling should take Matzos to their destination. (Audio on Ashreinu.App)
Yud Alef Nissan 5738 - The Rebbe spoke about every Jew receiving a Matzah for Pesach - at least a Kezayis. (Audio on Ashreinu.App) (English Translation from Sichos in English)