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Crumbs cupcakes, founded by a Jewish couple, makes a comeback
(New York Jewish Week) — Picture the Upper West Side, circa 2003, the year that Jewish couple Mia and Jason Bauer opened Crumbs Bake Shop at Amsterdam Avenue and 75th Street. In the wake of a cupcake craze kicked off by a “Sex and the City” scene filmed at Magnolia Bakery, fans lined up for Crumbs’ oversized cupcakes, available in inventive varieties like Black-Bottom Cheesecake Brownie, Grasshopper and Squiggle, a gargantuan riff on the traditional Hostess cupcake.
The wildly popular Manhattan bakery quickly grew into a chain — by 2013, Crumbs had more than 70 stores across the country.
Soon, however, the dream crumbled. The Bauers sold the chain in 2011, but by 2014, due to a variety of factors — including increased competition, high real estate costs and general gourmet-cupcake burnout — Crumbs closed its doors. Later that year, an investment group tried to resurrect the troubled brand — reopening some stores and adding challah to the menu on Fridays — but failed.
Now, however, Crumbs is back, with the Bauers again at the helm but with a new business plan: In place of brick-and-mortar bake shops, they are selling desserts online at originalcrumbs.com. They are also offering delivery in New York City through Gopuff, and their baked goods are available at select local supermarket chains, including Gristedes, D’Agostino’s and ShopRite.
“There were things we always wanted to accomplish with the brand that we didn’t have a chance the first time around,” Mia Bauer told the New York Jewish Week. “We didn’t feel like Crumbs kind of petered out the way it deserved to. That wasn’t the ending we foresaw for Crumbs. We really had nurtured it and cultivated it and we felt like it deserved better than that.”
After the original Crumbs folded, Mia spent time raising the couple’s two children in their Short Hills, New Jersey home. She returned to political campaign work, which she was doing prior to becoming a full-time baker. Jason, meanwhile, opened a brokerage business and a spirits company in New York, and also took a corporate position at WeWork.
After a few years, however, the Bauers were ready for a change, and market research confirmed the interest that former Crumbs customers were expressing to Jason.
In 2021, Jason paid just $350 to the U.S. Patent & Trademark Office to revive the brand. Since then, the couple have been analyzing market research, altering their business model, attending trade shows, creating new recipes and designing new packaging. They formally relaunched the business in November 2023 and it is now known as Original Crumbs Bakeshop.
Now, as before, Crumbs products are kosher: Their cupcakes are under National Kosher supervision by Rabbi Aaron Mehlman, and a new product, soft-baked cookies, are OU-Dairy certified. The Bauers keep a kosher home, and as Jason told the New York Jewish Week, “We wouldn’t sell any food as a profession if it weren’t kosher.”
“The highlight of our week is Shabbat, but Jewish principles are woven throughout our daily existence,” said Jason, who, together with his family, belongs to the Kabbalah Centre in Manhattan, as the family splits its time between New Jersey and the Upper East Side.
Kabbalah, Jason added, “informs our every decision both in our personal and business lives.”
When Crumbs first opened 20 years ago, the bakery became known for their “signature” 4.25-inch diameter cupcakes, described now on their website as “twice the size of a normal cupcake.” At the time, such oversized treats were an anomaly.
“I actually didn’t realize they were oversized,” said Mia, who said she began baking as a child of 7 or 8. “That’s how I always made my cupcakes for family and friends. I assume it started out kind of innocently. I had a muffin pan in my home as a kid and that’s what I used. It didn’t occur to me that my cupcakes were that much bigger than the average cupcake.”
When the Bauers launched Crumbs their goal was to bring back the corner bakery, which, in the early 2000s, had started to disappear; the couple realized that supermarkets were basically the only option for baked goods for many people. At the same time, Mia, who had worked in a bakery as a teenager, had been “longing for the experience of a neighborhood bakery,” according to Jason.
While the new iteration of Crumbs isn’t focused on local bakeries, nostalgia still drives its founders: “We wanted to pivot and be the box of cupcakes or package of cookies that people have in their home,” Mia said, recalling fond memories of Entenmann’s cookies.
During Crumbs’ initial run, Mia — who lived in Israel from ages 1 to 7 and admits to a preference for plain white cake with lots of frosting — ended up creating more than 120 cupcake flavors, with about 30 varieties available in each shop at any given time.
These days, the cupcake varieties have been reduced to 12, plus seasonal and holiday flavors. Crumbs still offers their cupcakes in their signature size, as well classic ( aka “normal”) and mini sizes. The classic-size cupcakes are sold in supermarkets, and will now cost a little more than $2, considerably cheaper than the $4.50 bakeries used to charge.
“We’re able to produce them in volume with efficiencies that allows the price point in supermarkets to be significantly less than it was in our stores,” Jason said.
Crumbs 2.0 has added a line of soft batch cookies in eight flavors, most of which are takeoffs of their most popular cupcake flavors, like Cotton Candy, Sprinkle Sundae and Marshmallow Cookies & Cream. The small, soft-baked cookies — much like the Entenmann’s chocolate chip cookies that Mia was so fond of — are packaged in resealable, stackable, plastic cookie jars and cost $8.
“We are pretty fanatical about quality control,” Mia said. “I treated our stores like my kitchen. Even now, in supermarkets, it’s the same quality control.”
According to Jason, every cupcake is still made and decorated by hand, and the cookies are homemade, too. These days, Crumbs has become something of a family business, with the couple’s children — Annabelle, 15 and Zack, 13 — serving as taste-testers, critics and digital media consultants. “We run by both our kids almost anything social media-related to get their input,” Mia said.
Jason sees their return to the bakery business as bashert, using the Yiddish word for destiny. “We’re both very spiritual people,” he said. “We’ve always felt when the opportunity presented itself to us, there’s a reason it came back into our life, so we couldn’t ignore it.”
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The post Crumbs cupcakes, founded by a Jewish couple, makes a comeback appeared first on Jewish Telegraphic Agency.
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What Nutmeg and the Torah Teach Us About Securing a Long-Term Future
A Torah scroll. Photo: RabbiSacks.org.
Here’s a fact from history you may not know. In 1667, the Dutch and the British struck a trade deal that, in retrospect, seems so bizarre that it defies belief.
As part of the Treaty of Breda — a pact that ended the Second Anglo-Dutch War and aimed to solidify territorial claims between the two powers — the Dutch ceded control of Manhattan to the British.
Yes, that Manhattan — the self-proclaimed center of the universe (at least according to New Yorkers), home to Wall Street, Times Square, and those famously overpriced bagels.
And what did the Dutch get in return? Another island — tiny Run, part of the Banda Islands in Indonesia.
To put things in perspective, Run is minuscule compared to Manhattan — barely 3 square kilometers, or roughly half the size of Central Park. Today, it’s a forgotten dot on the map, with a population of less than 2,000 people and no significant industry beyond subsistence farming. But in the 17th century, Run was a prized gem worth its weight in gold — or rather, nutmeg gold.
Nutmeg was the Bitcoin of its day, an exotic spice that Europeans coveted so desperately they were willing to risk life and limb. Just by way of example, during the early spice wars, the Dutch massacred and enslaved the native Bandanese people to seize control of the lucrative nutmeg trade.
From our modern perspective, the deal seems ridiculous — Manhattan for a pinch of nutmeg? But in the context of the 17th century, it made perfect sense. Nutmeg was the crown jewel of global trade, and controlling its supply meant immense wealth and influence. For the Dutch, securing Run was a strategic move, giving them dominance in the spice trade, and, let’s be honest, plenty of bragging rights at fancy Dutch banquets.
But history has a funny way of reshaping perspectives. What seemed like a brilliant play in its time now looks like a colossal miscalculation — and the annals of history are filled with similar trades that, in hindsight, make us scratch our heads and wonder, what were they thinking?
Another contender for history’s Hall of Fame in ludicrous trades is the Louisiana Purchase. In 1803, Napoleon Bonaparte, who was strapped for cash and eager to fund his military campaigns, sold a vast swath of North America to the nascent United States for a mere $15 million. The sale included 828,000 square miles — that’s about four cents an acre — that would become 15 states, including the fertile Midwest and the resource-rich Rocky Mountains.
But to Napoleon, this was a strategic no-brainer. He even called the sale “a magnificent bargain,” boasting that it would “forever disarm” Britain by strengthening its rival across the Atlantic. At the time, the Louisiana Territory was seen as a vast, undeveloped expanse that was difficult to govern and defend. Napoleon viewed it as a logistical burden, especially with the looming threat of British naval power. By selling the territory, he aimed to bolster France’s finances and focus on European conflicts.
Napoleon wasn’t shy about mocking his enemies for their mistakes, once quipping, “Never interrupt your enemy when he is making a mistake.” But in this case, it’s tempting to imagine him swallowing those words as the United States grew into a global superpower thanks, in no small part, to his so-called bargain.
While he may have considered Louisiana to be a logistical headache — too far away and too vulnerable to British attacks — the long-term implications of the deal were staggering. What Napoleon dismissed as a far-off backwater turned out to be the world’s breadbasket, not to mention the backbone of America’s westward expansion.
Like the Dutch and their nutmeg gamble, Napoleon made a trade that no doubt seemed brilliant at the time — but, with hindsight, turned into a world-class blunder. It’s the kind of decision that reminds us just how hard it is to see past the urgency of the moment and anticipate the full scope of consequences.
Which brings me to Esav. You’d think Esav, the firstborn son of Yitzchak and Rivka, would have his priorities straight. He was the guy — heir to a distinguished dynasty that stretched back to his grandfather Abraham, who single-handedly changed the course of human history.
But one fateful day, as recalled at the beginning of Parshat Toldot, Esav stumbles home from a hunting trip, exhausted and ravenous. The aroma of Yaakov’s lentil stew hits him like a truck. “Pour me some of that red stuff!” he demands, as if he’s never seen food before.
Yaakov, never one to pass up an opportunity, doesn’t miss a beat.
“Sure, but only in exchange for your birthright,” he counters casually, as if such transactions are as common as trading baseball cards. And just like that, Esav trades his birthright for a bowl of soup. No lawyers, no witnesses, not even a handshake — just an impulsive decision fueled by hunger and a staggering lack of foresight.
The Torah captures the absurdity of the moment: Esav claims to be “on the verge of death” and dismisses the birthright as worthless. Any future value — material or spiritual — is meaningless to him in that moment. All that matters is satisfying his immediate needs.
So, was it really such a terrible deal? Psychologists have a term for Esav’s behavior: hyperbolic discounting — a fancy term for our tendency to prioritize immediate rewards over bigger, long-term benefits.
It’s the same mental quirk that makes splurging on a gadget feel better than saving for retirement, or binge-watching a series more appealing than preparing for an exam. For Esav, the stew wasn’t just a meal — it was the instant solution to his discomfort, a quick fix that blinded him to the larger, long-term value of his birthright.
It’s the classic trade-off between now and later: the craving for immediate gratification often comes at the expense of something far more significant. Esav’s impulsive decision wasn’t just about hunger — it was about losing sight of the future in the heat of the moment.
Truthfully, it’s easy to criticize Esav for his shortsightedness, but how often do we fall into the same trap? We skip meaningful opportunities because they feel inconvenient or uncomfortable in the moment, opting for the metaphorical lentil stew instead of holding out for the birthright.
But the Torah doesn’t include this story just to make Esav look bad. It’s there to highlight the contrast between Esav and Yaakov — the choices that define them and, by extension, us.
Esav represents the immediate, the expedient, the here-and-now. Yaakov, our spiritual forebear, is the embodiment of foresight and patience. He sees the long game and keeps his eye on what truly matters: Abraham and Yitzchak’s legacy and the Jewish people’s spiritual destiny.
The message of Toldot is clear: the choices we make in moments of weakness have the power to shape our future — and the future of all who come after us. Esav’s impulsiveness relegated him to a footnote in history, like the nutmeg island of Run or France’s control over a vast portion of North America.
Meanwhile, Yaakov’s ability to think beyond the moment secured him a legacy that continues to inspire and guide us to this day — a timeless reminder that true greatness is not built in a moment of indulgence, but in the patience to see beyond it.
The author is a rabbi in Beverly Hills, California.
The post What Nutmeg and the Torah Teach Us About Securing a Long-Term Future first appeared on Algemeiner.com.
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Violating US Law, Palestinian Authority Brags That It’s Responsible for ICC Arrest Warrants
International Criminal Court Prosecutor Karim Khan speaks during an interview with Reuters in The Hague, Netherlands, Feb. 12, 2024. Photo: REUTERS/Piroschka van de Wouw
US law prohibits the Palestinian Authority (PA) from receiving aid from the Economic Support Fund if it works with the International Criminal Court (ICC) to prosecute Israel.
Nevertheless, the PA, which has been receiving hundreds of millions of dollars of US aid in recent years through multiple channels, played a leading role in the ICC’s case against Israel, and is now bragging about it:
International law researcher Jihad Al-Harazin: “We are beginning to see the fruits of the political, legal, and diplomatic efforts that the Palestinian leadership has undertaken over many years.
Since Palestine joined the ICC, it has been submitting daily requests to the ICC Prosecutor … about everything happening on Palestinian soil … We had to join this court, and our membership did not come out of a vacuum rather from extensive diplomatic efforts, led particularly by President Mahmoud Abbas …
From this, a brilliant political vision emerged that would force the occupation’s leaders to be brought before the most important international body for justice, the ICC, so they would be held accountable for their crimes. This leads us to appreciate the foresight and wisdom of President Mahmoud Abbas’ vision when he decided to join the ICC. [emphasis added]
[Official PA TV, From the Capitals, November 25, 2024]
Al-Harazin’s lauding of Mahmoud Abbas’ wisdom follows a PA official announcement that it welcomes the ICC decision, and will continue to work to help the ICC in the case:
The State of Palestine Thursday welcomed the ICC decision to issue arrest warrants for Israeli Prime Minister Netanyahu and former ‘Defense’ Minister Yoav Gallant …
It affirmed that it would continue to engage with international justice institutions and courts until all criminals who committed and are still committing crimes against the Palestinian people are held accountable to ensure justice and fairness to Palestinians. [emphasis added]
[WAFA, official PA news agency, English edition, Nov. 21, 2024]
Both the official statement and Al-Harazin’s bragging follow an admission by another official that the PA is actively participating in the ICC case against Israel:
Director of PLO Commission of Prisoners’ Affairs Qadura Fares: “We in the [PLO] Commission of Prisoners’ [Affairs] and the [PA-funded] Prisoners’ Club, are documenting all the crimes.
We are cooperating with the committee that was established by decision of [PA] President [Abbas], a professional committee led by [PA] Attorney General Akram Al-Khatib. It is documenting the appropriate testimonies according to the required criteria so that these testimonies will be accepted before the ICC … [emphasis added]
[Official PA TV, Nov. 14, 2024]
American law is very clear about prohibiting the PA from receiving anything from the Economic Support Fund if it helps the ICC.
The 2014 Consolidated Appropriations Act states:
None of the funds appropriated under the heading “Economic Support Fund” in this Act may be made available for assistance for the Palestinian Authority, if after the date of enactment of this Act … the Palestinians initiate an International Criminal Court (ICC) investigation, or actively support such an investigation, that subjects Israeli nationals to an investigation for alleged crimes against Palestinians.”
Palestinian Media Watch already exposed in May 2021 how Jamil Sajadiyeh, the director of the PA Attorney’s Office for International Legal Cooperation, described the intensive PA-ICC cooperation:
Head of the PA Attorney’s Office for International Legal Cooperation Jamil Sajadiyeh: “There are efforts that have been made with or planned through joint meetings with the International Criminal Court (ICC).
Around 80 meetings have been held between Palestine and the ICC, of course with the office of ICC General Prosecutor [Fatou Bensouda]. There are nearly 60 cases and letters that have been submitted, all of them telling about the Israeli violations. Monthly reports are being submitted to the ICC via the general prosecutor through the PA Ministry of Foreign Affairs. .. Palestine has submitted all it can in order to carry out these investigations … according to the instructions of His Honor President [Abbas] and all the relevant parties.” [emphasis added]
[Official Palestinian Authority TV, May 25, 2021]
The PA has been gloating over its achievements at the ICC and taking credit throughout the process. In May, when the ICC prosecutor submitted the requests for the arrest warrants, a Fatah official declared:
Fatah Jenin Branch member Nasri Hamamreh: “The political and diplomatic efforts … reached their height upon the achievement of the International Criminal Court’s (ICC) decision. We as the Palestinian people view this as an achievement that can be added to a series of accumulated achievements
… It is an achievement for the wise leader of the Palestinian people [Mahmoud Abbas] who thinks of every way possible to bolster the Palestinian people’s resilience and to push the Israeli occupation into a corner, and to expose it, to expose its true ugly face to all the nations of the world.” [emphasis added]
[Official PA TV, May 21, 2024]
Tayseer Nasrallah, a member of the Fatah Revolutionary Council who also said earlier this year that the ICC decision was a fruit of PA labor, now exclaimed that Palestinians were “living in a state of euphoria and joy” over the decision:
Fatah Revolutionary Council member Tayseer Nasrallah: “A courageous decision was made by the International Criminal Court, and we welcome their taking this position. We also welcome the countries that immediately acceded [to the warrant], especially the member states of the International Criminal Court.
Indeed, we are now living in a state of euphoria and joy that the world has begun to see this entity as a terrorist, criminal, and spurned entity that is in a state of isolation, with everyone acting against it. Netanyahu, Gallant, and the entire criminal gang who are still committing genocide and starvation against our people in the Gaza Strip, the West Bank, and Lebanon cannot leave [the country].”
[Official PA TV, November 24, 2024]
The PA is in good company, as Hamas also welcomed the decision:
Hamas Movement Political Bureau member Izzat Al-Rishq said that regardless of whether there is a possibility of implementing the International Criminal Court’s (ICC) decision, the truth that was revealed is that international justice is on our side and is against the Zionist entity. In a press release, Al-Rishq said: ‘This growing awareness and the exposure of the true terrorist face of the occupying entity (i.e., Israel) serves the Palestinian interest, the future of our cause, and our goal – liberation that will necessarily come, Allah willing.’ [emphasis added]
[Palestinian Information Center website (Hamas), Nov. 21, 2024]
Since the PA has indeed been actively and vigorously supporting the ICC’s case against Israel, it has been making a mockery of American wishes and legislation. It will only have itself to blame if and when the US government abides by the letter and intent of American law, and cuts off funding.
Ephraim D. Tepler is a contributor to Palestinian Media Watch (PMW). Itamar Marcus is PMW’s Founder and Director. A version of this article was originally published by PMW.
The post Violating US Law, Palestinian Authority Brags That It’s Responsible for ICC Arrest Warrants first appeared on Algemeiner.com.
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BBC Silent as Journalists Urged to ‘Wear Keffiyeh to Work’ for Palestinian ‘Solidarity’ Day
The BBC logo is seen at the entrance at Broadcasting House, the BBC headquarters in central London. Photo by Vuk Valcic / SOPA Images/Sipa USA.
“Wear something red, green, black, or a Palestinian keffiyeh to visibly show solidarity.”
That’s the work attire directive from the Trades Union Congress (TUC), the UK’s largest umbrella group representing 48 trade unions and over 5.5 million workers, for the so-called “day of action” on November 28.
Among the unions endorsing this call — described by a BBC journalist as a “shocking attack on Jews” — is the National Union of Journalists (NUJ). This is the same NUJ that claims to be the “voice for journalism and journalists in the UK and Ireland” and represents tens of thousands of journalists, including many senior BBC staff.
Tomorrow, the UK’s National Union of Journalists is encouraging its members to “wear something red, green, black or a Palestinian keffiyeh to visibly show solidarity” with Palestinians.
So much for objective reporting on Israel from British journalists.https://t.co/0Q1mYThgxw pic.twitter.com/p6aFittRgO
— HonestReporting (@HonestReporting) November 27, 2024
In its statement, the NUJ announced it was participating in the action, citing “records [that] show at least 135 Palestinian journalists have been killed since October 7, 2023.” The union further accused the Israeli government of “attacks and killings of journalists.”
The statement’s glaring omission of the events of October 7, 2023, is both striking and deliberate. That was the day that Hamas launched a murderous rampage into Israel, killing approximately 1,000 civilians, including journalists.
Yet the NUJ’s narrative erases the context of the massacre that ignited the current conflict in Gaza, and fails to acknowledge the Israeli journalists killed by Hamas terrorists.
This selective reporting raises another critical question: how many of the “135 Palestinian journalists” cited by the NUJ were directly involved in Hamas’ atrocities on October 7?
And how many of these people were propagandists working for Hamas-backed outlets such as Al-Aqsa TV or the pro-terror mouthpiece Al Jazeera, rather than legitimate journalists?
The NUJ’s decision to back this so-called “solidarity” campaign also blatantly violates its own code of conduct, specifically relating to material “likely to lead to hatred or discrimination on the grounds of a person’s age, gender, race, colour, creed, legal status, disability, marital status, or sexual orientation.”
Apparently, these rules don’t extend to protecting Jews or Israelis.
Even more troubling is the NUJ’s membership roster, which includes hundreds of BBC journalists. These individuals are now being encouraged to display open support for Palestinians — a move that flagrantly violates the BBC’s impartiality guidelines.
One BBC journalist, speaking anonymously to The Times, described the NUJ’s actions as “hypocritical and antisemitic” and a “shocking attack on Jews.” The employee noted that the move would prompt them to reconsider their membership in the union.
“BBC journalists, who pride themselves on impartiality and who fought to keep their NUJ free of politics, are being encouraged to break the BBC’s editorial guidelines by supporting a political cause,” they said. “Where is the day of action to support the journalists being killed by their own governments across the Middle East, including by Hamas?”
Another BBC staffer shared their unease, saying they were “dreading the thought of walking past anyone protesting at work.”
True to form, the BBC has refused to condemn the NUJ’s attempt to politicize its newsroom. Instead, it has opted for the spineless silence that it has become infamous for.
By saying nothing, the BBC is effectively abandoning its pretense of impartiality, allowing its Jewish employees to feel intimidated, and continuing its descent into becoming a battleground for political ideologies.
Funded by the wallets of British taxpayers, the BBC carries a great responsibility. It is not financed exclusively by pro-Palestinian activists or left-wing ideologues, but by everyone in the UK: Men and women, white and black, Christians, Jews, Muslims, and everyone else.
Polling consistently reflects this diversity of opinion, showing the British public does not overwhelmingly back the Palestinian cause; in fact, the opposite is often true.
The BBC faced its most intense criticism yet when it was found to have breached its own guidelines in reporting on the Israel-Hamas conflict more than 1,500 times since the war began.
That scandal, which emerged in September, should have been the wake-up call the BBC desperately needed.
Instead, the organization seems intent on signing its own death warrant. If the BBC continues alienating the very people who pay for its existence, it will not survive.
Meanwhile, the NUJ’s blatant pro-Palestinian advocacy calls into question how its members can possibly reconcile the need for professional, objective journalism with the actions of their trade union.
The author is a contributor to HonestReporting, a Jerusalem-based media watchdog with a focus on antisemitism and anti-Israel bias — where a version of this article first appeared.
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