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Adir Michaeli, maestro of the babka, bakes his way into the heart of Manhattan
(New York Jewish Week) — In a city where love of babka borders on a religion, Adir Michaeli, founder of Michaeli Bakery, is the (you’ll pardon the expression) high priest of the confection.
You may not know his name, but if you love good babka, you probably know his product. Michaeli, 39, was once the pastry department manager and head pastry chef of Lechamim Bakery in Tel Aviv; there, Michaeli told the New York Jewish Week, he spent two years perfecting the babka recipe. When Lechamim founder Uri Scheft wanted to expand to the United States, he tapped Michaeli to help open Lechamim’s American cousin, Breads Bakery, in New York. Since opening in 2013, Breads has since become the gold standard for babka in New York.
After three years with Breads — which has since expanded to five locations in the city — Michaeli left the company to start his own business, which he said was a dream of his. Now, after a fitful start due to COVID, Michaeli Bakery has developed its own devoted following at two locations in Manhattan.
“People love these pastries,” said Michaeli, referring to New Yorkers’ embrace of the babka, rugelach and bourekas for which Breads, and now Michaeli, has become known.
Of course, it’s not like New Yorkers were suffering from a lack of babka prior to either bakery’s arrival. Lots of bakeries, notably Green’s Bakery of Brooklyn, had been making and selling the gooey, yeasted cake for decades. Local New York comedian Jerry Seinfeld even devoted an episode of his eponymous show to the sweet treat back in 1994.
But Breads brought a babka to New York unlike anything that New Yorkers had ever tasted before. It was made with a laminated dough, similar to croissants, and it was at once light, fluffy and rich, layered with butter, stuffed with Nutella and chocolate chunks, and glazed with a simple syrup. A couple of months after Breads opened on East 16th St. near Union Square in 2013, New York magazine food writers Robin Raisfeld and Rob Patronite anointed Breads’ babka as the best in the city.
“The business went boom!” Michaeli told the New York Jewish Week. Almost overnight, Breads went from a virtually unknown purveyor of Israeli pastries to an essential stop on the tourist food trail.
“Everyone starts to come and take pictures with the babka,” said Michaeli. During their first Rosh Hashanah, not long after the New York magazine article appeared, Michaeli said the bakery sold 3,000 loaves of babka in a single day.
(Co-founder Scheft left Breads in 2021 and now runs Bakey, a Boston bakery. As for Breads’ current ownership, a spokesperson said that Michaeli “had nothing to do with the creation of Breads Bakery’s Babka.”)
After leaving Breads, Michaeli considered opening up a bakery in Tel Aviv and briefly returned there, but, assessing the competition, he soon realized that his future was in New York.
“There was only one Israeli bakery in New York — more [of them] should come,” he said.
Living on the Upper West Side while working on his business plan and meeting with potential investors, Michaeli did some baking for Anat Sror, an Israeli-born caterer and owner of Cafe Petisco, a now-closed restaurant on the Lower East Side.
Sror knew that Michaeli wanted to start his own bakery, and though she had never invested in anybody before, she decided to back Michaeli. “He’s very talented, very passionate, and he knew exactly what he wanted to do,” said Sror. “He had a great business plan. Plus, we had worked together so I knew exactly what he is capable of. I felt it was a good risk to take.”
Sror helped Michaeli find a storefront not too far from Cafe Petisco. They both agreed it was not an ideal location, but it was within their budget. “We trusted that once people try his stuff and get to know the bakery, things will be easier,” Sror said.
Michaeli Bakery opened on Division St. on the Lower East Side in May 2019. Conceived as an “Israeli patisserie,” it sold pastries, cookies, cakes, cream cakes, cheesecakes, sandwiches and, on Fridays, challah.
Less than a year later, however, just as the bakery was developing a name for itself, the COVID-19 pandemic brought the city to its knees. As New Yorkers stayed home or left the city altogether, Sror shut her restaurant and catering concern. Meanwhile, Michaeli streamlined his bakery’s offerings, focusing on babka, rugelach and bourekas, dropping the sandwiches and cakes on his original menu.
During the long months of the pandemic, Michaeli said he worked round the clock, keeping the business open seven days a week and working as the establishment’s baker, barista and manager. On the bright side? “It gave me the flexibility to build the business over time,” he said.
His efforts paid off: Less than three years later, in March 2022, Michaeli and Sror opened a second location on East 90th St. and First Ave. “The decision to open on the Upper East Side was because customers kept saying it was too far to come to the Lower East Side,” said Sror.
Sensing “the vibe” uptown, according to Michaeli, he decided to make the bakery kosher. “My integrity is that if I’m kosher, I’m kosher,” he said, referring to his decision to have kosher supervision for both bakeries, and to close them on Saturdays and early on Fridays. “Uptown Sunday is super busy, we need the reset of Saturday. “
“My vision is that I do the best that I can,” he added. “Everyone on the team is the same. Every day should be 100%. There is no 99%. This is the DNA of the place.”
One loyal customer, art consultant Andrea Meislin, raves about the “chocolate-y, gooey and decadent” babka at Michaeli, what Meislin describes as “babka to die for.” In addition to the chocolate babka, Michaeli makes a vegan chocolate babka, cheese and cherry babka and halvah babka. His Galil bourekas, made with goat cheese, onion and za’atar, are very popular, too.
These days, the biggest challenge Michaeli faces, he said, is dealing with the enormous demand the holidays bring. “For Hanukkah, I sent the manager out to the line on the street, to say that we are sorry. We can’t catch up with demand,” said Michaeli. “We told customers [on line] to go away. It was horrible. It is a problem I am trying to solve.”
Moving forward, Sror is optimistic that the bakery will expand: “It will either be another location, perhaps on the Upper West Side, or we are thinking about making a bigger location to be able to produce a bit more,” she said. Sror hopes Michaeli will be able to expand his menu, perhaps by adding his classic, light Israeli cheesecakes, what Michaeli calls “Grandma Cheesecake.”
When asked what differentiates Michaeli’s baked goods from Breads’ or other bakeries’, the baker refused to compare, stating that he just aims to do the best he can, all the time. “If someone says this is better than this or that, I really don’t care,” says Michaeli. “There is no competition. This is what we do.”
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Denmark Unveils $18 Million Plan to Combat Rising Antisemitism Amid Surge in Attacks
People take part in an anti-Israel demonstration in Copenhagen, Denmark, Oct. 4, 2025. Photo: Ritzau Scanpix/Emil Nicolai Helms via REUTERS
Denmark’s government on Tuesday unveiled an $18 million, five-year plan to combat antisemitism through 2030, focusing on security, education, and research, as the country’s Jewish community continues to face a wave of targeted attacks and hostility.
“Following Hamas’s terrorist attack in Israel on Oct. 7, 2023, and the subsequent war in Gaza, there has been a flare-up in antisemitism in Denmark,” the Danish Justice Ministry said while announcing the new plan.
Building on Denmark’s first national plan to combat antisemitism from 2022, the new initiative will focus on boosting security for Jewish institutions, combating online hate, and introducing programs for children and young people.
As a new addition to the previous plan set to expire at the end of this year, the newly released program will appoint an Education Ministry coordinator to fight antisemitism in schools and establish an association to combat antisemitic hate crimes.
Other measures will include expanded educational programs, giving all upper secondary schools the opportunity to apply for study trips that teach students about the Holocaust and antisemitism.
“Jews in Denmark should neither feel persecuted, harassed, nor receive death threats,” Danish Justice Minister Peter Hummelgaard said in a statement.
“Fighting antisemitism must be done through education and prevention, as well as tough and firm consequences towards those who spread antisemitism and hatred against Jews,” he continued. “Jews in Denmark must be able to live and move freely and safely.”
The new plan also includes the creation of the Weinberger Institute, a research center focused on hate crimes, led by Jonathan Fischer, a former vice president of the Jewish Community of Denmark.
The government’s new initiatives come amid a startling rise in anti-Jewish hostility in the country, with attacks that include vandalism of businesses, murals, and memorials, as well as physical assaults and death threats targeting Jews and Israelis.
According to the Danish Jewish Community’s Department for Mapping and Registering Antisemitic Incidents, the country recorded 207 antisemitic incidents in 2024, up 71 percent from 121 the previous year and up sharply from just nine before the Oct. 7, 2023, attacks.
Over the last few years, the local Jewish community in Denmark has experienced a sharp rise in antisemitic bullying, violence, and death threats.
“Danish Jews are part of our common culture, history, and soul, and we as a society have a responsibility to surround our Jewish fellow citizens when antisemitism rears its ugly face,” Hummelgaard said.
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More Than 200 Celebrities Join Campaign Calling for Israel to Release Convicted Terrorist Marwan Barghouti
Marwan Barghouti gestures as Israeli police bring him into the District Court for his judgment hearing in Tel Aviv, May 20, 2004. Photo: Reuters / Pool / David Silverman.
Paul Simon, Sting, Benedict Cumberbatch, Tilda Swinton, and Margaret Atwood are among the more than 200 cultural figures who have backed a campaign calling for Israel to release Palestinian terrorist mastermind Marwan Barghouti, who is serving five life sentences plus an additional 40 years in prison for orchestrating deadly terrorist attacks during the Second Intifada.
The celebrities who support the campaign are recognizable in the music, film, music, literature, and sports industries. They include actors Ian McKellen, Mark Ruffalo, Cynthia Nixon, Simon Pegg, Susan Sarandon, Javier Bardem, Stephen Fry, Hannah Einbinder, and Ilana Glazer. Others who have joined the campaign include author Sally Rooney; broadcaster and former footballer Gary Lineker; and the musicians Annie Lennox, Brian Eno, Fontaines D.C, Massive Attack, and Mabel.
They are all urging the United Nations and governments around the world to pressure Israel to free Marwan, 66, who has so far spent 23 years in Israeli prison. They also condemn what they describe as Barghouti’s “violent mistreatment and denial of legal rights whilst imprisoned.”
According to Israeli officials, Barghouti co-founded Fatah’s al-Aqsa Martyrs Brigade, a US-designated terrorist group that carried out suicide bombings and shootings attacks during the Second Intifada from 2000-2005, and formerly was the head of Fatah’s Tanzim armed wing. Barghouti, who denied having such a leadership role, was arrested in 2002 and convicted for helping to plan terrorist attacks during the Second Intifada that killed five civilians. He has been nicknamed the “Palestinian Mandela” by his supporters.
“Everyone that believes in freedom and dignity for the Palestinian people should join in the call for his immediate release” said Scottish actor Brian Cox from “Succession.” French writer Annie Ernaux claimed Barghouti “embodies the possibility of peace which [Israeli Prime Minister Benjamin] Netanyahu refuses, determined as he is to continue with the expansion of settlements in the West Bank.”
The International Campaign to Free Marwan that was launched on Nov. 29 is spearheading the efforts, which they claim resemble the cultural movement that helped secure the freedom of Nelson Mandela and ended apartheid in South Africa. Others who are backing the campaign to secure Barghouti’s freedom include billionaire entrepreneur Richard Branson, journalist Peter Beinart, Israeli architect Eyal Weizman, author and speaker Gabor Maté, and activist and author Angela Davis.
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StandWithUs Legal Team Requests Florida Investigate Guinness World Records for Anti-Israel Policy
In 2019, students, faculty and parents from the San Diego Jewish Academy broke the Guinness World Record for most sandwiches made in under three minutes, all of which were donated to San Diego’s Alpha Project, an organization dedicated to helping the homeless achieve self-sufficiency. Photo: Courtesy.
StandWithUs, the international nonprofit organization that fights antisemitism and promotes education about Israel, has called on the state of Florida to investigate Guinness World Records (GWR) over its ban on applications from Israel and to ensure that public funds do not support companies engaged in such a “discriminatory policy” against the Jewish state.
StandWithUs Saidoff Law, which carries out legal action for the pro-Israel group, sent a letter on Thursday to members of the Florida State Board of Administration (SBA) following the revelation this week that GWR has enforced a policy since 2023 not to accept submission applications from Israel and the Palestinian territories. Saidoff Law formally requested that the board investigate GWR and its affiliate Guinness World Records North America regarding the “boycott policy” to see if they should be included on Florida’s official list of “Scrutinized Companies or Other Entities that Boycott Israel” in accordance with Florida law. Guinness World Records North America is registered in Florida as a foreign profit corporation.
Created in 2016, the list currently includes 109 companies or entities that participate in a boycott of Israel, including actions that limit commercial relations with Israel or Israeli-controlled territories. The SBA is prohibited from acquiring direct holdings of the companies on this list, which is updated and published every quarter following review and approval by SBA trustees. In late September, 91 new entities were added to the list.
StandWithUs Saidoff Law is urging the Florida State Board of Administration to review GWR’s actions to see if they can be added on the list. “We hope that prompt action from the SBA will reaffirm Florida’s strong commitment to opposing discriminatory boycotts and upholding the integrity of the state’s investment and contracting policies,” the letter stated. It was signed by StandWithUs Saidoff Law Director Yael Lerman and Assistant Director Gadi Dotz.
Guinness World Records recently rejected a submission application by an Israeli charity that is organizing an event where a record-breaking 2,000 kidney donors will gather in one place. GWR said that since November 2023, “we are not generally processing record applications from the Palestinian Territories [sic] or Israel, or where either is given as the attempt location, except those done in cooperation with a UN humanitarian aid relief agency.” The policy was enforced shortly after the start of the Israel-Hamas war in the Gaza Strip, which began with the Hamas-led massacre across southern Israel on Oct. 7, 2023.
GWR said it is “monitoring the situation carefully” and its policy is subject to a monthly review. “We hope to be in a position to receive new inquiries soon,” it noted.
StandwithUs Saidoff Law wrote in its letter to Florida’s State Board of Administration that GWR’s “refusal to engage in commercial relations with entities in Israel and Israeli-controlled territories … appears to be intentional, discriminatory in that it singles out Israel and Israeli-controlled territories despite its political neutrality policy, and is not based on neutral business criteria. Also, it squarely falls within Florida’s definition of a boycott of Israel.”
According to Florida law, a boycott of Israel means “refusing to deal, terminating business activities, or taking other actions to limit commercial relations with Israel, or persons or entities doing business in Israel or in Israeli-controlled territories, in a discriminatory manner.”