CEO Joseph Steinberg explained that: ‘We became increasingly aware that the name of our mission, Christian Witness to Israel, has become a hindrance to engage parts of the church as we seek to expand our reach and share the Good News of Jesus with as many Jewish people as possible. This is due to the assumption many make that our name means we are focused on politics or land issues in the Middle East when in fact we, as an evangelistic mission, are solely focused on telling Jewish people about Jesus, wherever they may be.’