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A Brooklyn Jewish foodie wants to make haroset a year-round treat
(New York Jewish Week) — For many, the highlight of the Passover seder is haroset — the nutty, fruity, sweet and crunchy paste spread on matzah and meant to symbolize the mortar slung by enslaved Israelites.
Such was the case for Michael Rubel. His mother’s haroset — made with “chopped apples, Manischewitz, raisins and lots of cinnamon,” as he describes it — was something he looked forward to all year. It was delicious, rare and one of the few distinctly uncommon Jewish foods he remembered from growing up in Kansas City, Kansas.
In fact, Rubel, 26, wondered why such a treat would be confined to Passover. “I can’t tell you how many Jews have said to me, ‘Yes, I’ve always asked why we only eat this once a year,’” Rubel told the New York Jewish Week. “It feels almost universal.”
So the Bed-Stuy, Brooklyn resident, decided to do something about this sad state of affairs: Last week he launched the food brand Schmutz, which makes a haroset that is meant to be eaten all year round.
Rubel launched his brand online and at a party at East Williamburg’s Tchotchke Gallery on April 1. Within 48 hours, that first drop — which consisted of a traditional Ashkenazi apple and walnut haroset, as well as a fig and pistachio haroset inspired by a 15th-century Italian recipe — sold out. According to Schmutz’s Instagram, they sold 249 pounds of the stuff, or around 500 jars.
Schmutz haroset is not kosher for Passover; as for the brand’s name, which means “dirt or unpleasant substance” in Yiddish, Rubel says it is meant to be ironic — haroset may be delicious but it “is not a pretty food,” he concedes.
Michael Rubel, 26, mingles with guests who came to the “Schmutz” launch event at Tchotchke Gallery on April 1, 2023. (Jeffrey Rubel)
The nine-ounce jars retail for $18, which Rubel acknowledges is expensive. “It’s small-batch crafted and definitely a specialty product,” he said, “but I’m excited to make this product even more accessible going forward.”
Rubel believes that haroset can evolve into something like a jam or a condiment, a shelf-stable food that’s readily available in restaurants, synagogue gift shops and specialty food stores. The opportunities are endless — as the brand’s website says, “schwirl it in oatmeal and schpread it on cheese and schmear it on toast and schlep it to a picnic and schling it on leftovers and schpoon it from a jar.”
Though Rubel works a day job in product development at a software startup, he had previously worked in restaurant kitchens and in product development for a snack company. This, he said, gave him insight into both the production side and the business side of developing a new snack food.
Then again, haroset is more than a delicious snack or topping, according to Rubel: It also epitomizes the Jewish food experience, providing a unique opportunity to highlight the diversity of Jewish cultures. Each unique haroset recipe, he said, serves as a window into different Jewish experiences all around the world.
“One Passover during Covid, I fell down a rabbit hole of global haroset recipes, and fell so deeply in love with this food as a prism into the diaspora. It’s emblematic of a central Jewish tradition; we carry some shared instructions around the world and do different things with it,” he told the New York Jewish Week. “You’ve got a history of French folks making haroset with chestnuts, Italian communities using pine nuts. There’s tropical cherries in Suriname; dates in places like Iraq and India; peanuts, bananas, rose petals, pear and more elsewhere. Even within those communities, you see it done very differently, with different tastes, textures and beyond.”
So far, Rubel has created two flavors of the jarred haroset — fig and pistachio and apple and walnut. He hopes to include more in the future. (Landon Cooper)
Rubel wants Schmutz haroset to be part of the movement exposing Jews and non-Jews to the diversity of Jewish food. Though the first drop consisted of just two varieties, he promises more are around the corner for later this spring. “I love Ashkenazi foods so deeply, and yet, Jewish food is more than that,” Rubel said. “It feels especially important in this moment, when Jews are getting a lot of public attention, to share the depth of global Jewish cuisine, and to show that there’s no one type of Jew.”
Liz Alpern, a co-owner of Gefilteria — a brand, launched in 2012, that took another Passover staple, gefilte fish, mainstream — told the New York Jewish Week via email that she is “excited about Schmutz because it’s offering the wider world the opportunity to enjoy one of the most beloved foods from the Jewish canon.”
“Michael is thoughtful and knowledgeable about the countless global variations on charoset and he’s introduced me to many flavors I hadn’t heard of before,” Alpern added. (Gefilteria helped sponsor and cater Schmutz’s launch party last weekend.)
Having lived in New York for four years now, Rubel said he is realizing just how much Jewish food is available here — and how little is available elsewhere. That’s something he aspires to change. “I’m excited to bring a new Jewish energy not just to the kosher aisle but beyond it,” he said.
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The post A Brooklyn Jewish foodie wants to make haroset a year-round treat appeared first on Jewish Telegraphic Agency.
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Bombing Can Weaken Iranian Regime, but Only Popular Uprising Can Overthrow It, Dissidents Say
Members of the police stand guard on a street, with a large billboard featuring Iran’s late Supreme Leader Ayatollah Ali Khamenei in the background, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 12, 2026. Photo: REUTERS/Alaa Al-Marjani
A senior official from a Paris-based Iranian opposition group said on Thursday that the US-Israeli war on Iran would not topple the clerical leadership, arguing that only a popular uprising backed by internal resistance could do so.
Almost two weeks of bombing have killed around 2,000 people in Iran including supreme leader Ayatollah Ali Khamenei, and damaged much of its military and security apparatus.
Iran has responded in kind, throwing global energy markets and transport into chaos and spreading the conflict across the Middle East, while the Islamic Revolutionary Guard Corps has tightened its grip on power and threatened to crush any unrest.
“The 12-day war in June, and the current war, now in its 12th day, proved that bombings cannot overthrow the regime,” Mohammad Mohaddesin, head of foreign policy at the National Council of Resistance of Iran (NCRI), told a news conference.
“Even if you have 50,000 armed soldiers on the ground, you need the support of Iranian people. You need a popular uprising. The combination of this 50,000 or 20,000 or any other number with a popular uprising, then you have this power to overthrow the regime.”
Mohaddesin said he did not consider a deployment of US ground troops realistic.
The NCRI, also known by its Farsi name Mujahideen-e-Khalq, was listed as a terrorist organization by the United States until 2012.
It is banned in Iran, and it is unclear how much support it has there. However, along with its bitter rival, the monarchists backing Reza Pahlavi, exiled son of the toppled shah, it is one of the few opposition groups able to rally supporters.
Mohaddesin acknowledged that his group alone could not bring down the system. But he said mass protests, like those that raged in January until they were bloodily quashed, would resume once bombing stopped, and could eventually shift the balance.
“I cannot say how many months or a year, but … this is the track of overthrowing the regime,” he said.
Israeli officials have said that one of their objectives is to weaken the security apparatus so that Iran‘s people can take control of their own destiny.
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Trump Says It Is Not Appropriate for Iran to Be in Soccer World Cup
Soccer Football – World Cup – Asian Qualifiers – Group A – Iran v North Korea – Azadi Stadium, Tehran, Iran – June 10, 2025, Iran players line up before the match. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
US President Donald Trump said on Thursday the Iranian men’s national soccer team was welcome to participate in the 2026 World Cup but that he believed it was not appropriate that they be there “for their own life and safety.”
“The Iran National Soccer Team is welcome to The World Cup, but I really don’t believe it is appropriate that they be there, for their own life and safety,” Trump said in a post on Truth Social.
Iran‘s sports minister said on Wednesday that it was not possible for his nation’s athletes to participate after the US launched airstrikes alongside Israel against Tehran. The attacks triggered a region-wide conflict that has shown no signs of abating.
The 48-team World Cup will be held in the US, Canada, and Mexico from June 11 to July 19, with Iran scheduled for matches in Los Angeles and Seattle.
An official withdrawal by Iran from the showpiece event, which has not yet happened, would be a first in the modern era and would leave soccer‘s global governing body FIFA with the urgent task of finding a replacement team.
Iran was the only nation missing from a FIFA planning summit for World Cup participants held last week in Atlanta.
FIFA did not immediately respond to a request for comment. Late last year it awarded Trump — who has campaigned aggressively for the Nobel Peace Prize — its own inaugural peace prize.
Earlier this week, Australia granted humanitarian visas to five Iranian women soccer players after they sought asylum, fearing persecution on their return home for their refusal to sing the national anthem at an Asia Cup match.
Trump had urged Australia’s Prime Minister Anthony Albanese to grant asylum to members of the Iranian women’s team, saying the US would if Australia did not.
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The New ‘Tokyo Roses’: How Social Media Influencers Amplify Authoritarian Propaganda
People stand near a destroyed vehicle as smoke rises after a reported strike on Shahran fuel tanks, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 8, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
At 04:38 on the morning of March 11, 2026, the alert blasted onto my phone: “Red Alert – Tel Aviv.”
Like millions of Israelis during the current war with Iran, my family and I moved quickly into our mamad — the reinforced safe room built into Israeli homes constructed after 1993 — grateful for the air-defense systems intercepting incoming missiles overhead.
Fifteen minutes later, the sirens stopped. I climbed back into bed.
That has become the rhythm of daily life here. Restaurants reopened. Businesses operate. Children move between Zoom classes and the occasional dash to a shelter when sirens sound.
But if you relied solely on social media — particularly X or TikTok — you might believe Tel Aviv had already been reduced to rubble.
Videos circulate claiming the city is burning and the electric grid destroyed. Posts declare Israel is collapsing under missile fire. Influencers insist the truth is being “censored.”
The problem is that this supposed “evidence” turns out to be fabricated, misrepresented, or recycled footage — often not even from Israel.
In other words: propaganda.
The tactic itself is not new.
During World War II, Allied soldiers in the Pacific heard English-language propaganda broadcasts from personalities collectively known as “Tokyo Rose.” Their purpose was to undermine morale, spread disinformation, and convince American troops their cause was hopeless.
The technology has changed, but the tactic hasn’t.
Today, the propaganda battlefield is on social media, and the new “Tokyo Roses” are often Western influencers with enormous audiences.
Consider the viral claims that Iran’s missile attacks have “devastated” Israel.
Several widely shared posts attempted to support this narrative with dramatic footage supposedly showing Iranian strikes on Israeli cities.
Basic fact-checking revealed something else: AI-generated fabrications or recycled clips from earlier events.
Repackaging old footage to fabricate a new narrative is one of the oldest tricks in propaganda. What has changed is the speed. In the social media age, recycled footage and fabricated videos spread globally in minutes, while corrections rarely travel as far as the original lie.
A similar pattern appeared recently when Putin- and Houthi-supporting influencer Jackson Hinkle circulated a video claiming to show massive crowds in Iran mourning the assassination of Ayatollah Khamenei. Fact-checkers later identified the footage as coming from the 2020 funeral of Islamic Revolutionary Guard Corps commander Qasem Soleimani. By the time the clarification appeared, the misleading version had already spread widely across social media.
Other influencers have gone further by promoting narratives that closely mirror those pushed by authoritarian regimes.
Social media personality Myron Gaines recently argued that Iran “poses no real threat to the United States” and that the war should end because it is “Israel’s problem, not ours.”
But Iran’s regime has spent decades building precisely the opposite reality. Since the 1979 Islamic Revolution, Tehran has treated the United States as a principal enemy. Iranian leaders regularly chant “Death to America,” and Iran and its proxies have been responsible for the deaths of hundreds of American service members, including attacks in Beirut, Iraq, and Saudi Arabia.
Through the Islamic Revolutionary Guard Corps, Tehran has built a network of proxy militias across the Middle East — Hezbollah in Lebanon, Hamas in Gaza, Shiite militias in Iraq, and the Houthis in Yemen.
These groups have launched thousands of rockets, drones, and missiles against America and its allies while Iran continues expanding its ballistic-missile arsenal and advancing toward nuclear-weapons capability.
This buildup also fits into the broader ambitions of the China-Russia-Iran axis, which seeks to weaken American global influence.
To describe such a regime as posing “no real threat” requires ignoring one of the most documented security challenges in modern geopolitics.
Unless one believes that the world — and especially the United States — would be freer or safer with China, Russia, and Iran ascendant, the stakes should be obvious.
In other cases, the rhetoric moves from distortion into outright antisemitic conspiracy.
Social media personality Dan Bilzerian has posted messages accusing Western leaders and the Muslim governments cooperating with Israel of “selling out” their people. His posts frequently invoke conspiratorial claims about hidden Jewish forces nefariously controlling Western governments.
These narratives mirror themes long promoted by state-controlled media in Iran and Russia.
Whether intentional or not, the effect is the same: Western audiences are fed narratives that erode trust in democratic institutions while portraying authoritarian regimes as misunderstood and even noble victims.
In some cases, the messaging goes further still.
Recent posts from Candace Owens, widely shared across social media, have encouraged Americans not to serve in the US military and urged those currently serving to quit, while framing the conflict through very dark and conspiratorial accusations about hidden motives to serve supposedly prurient and venal Jewish interests.
Messages designed to discourage military service during wartime have long been tools of psychological warfare. In the 1940s such efforts were broadcast over enemy radio. Today they appear in US based social media feeds.
None of this occurs in a vacuum.
For years the Islamic Revolutionary Guard Corps has treated information warfare as a central element of its strategy. Iranian state media and proxy networks attempt to shape global narratives by portraying the Islamic Republic as a victim while depicting Israel and the United States as degenerate and corrupt aggressors.
These campaigns rely on familiar tactics: recycled footage, conspiracy narratives, and emotionally charged messaging designed to spread rapidly online. What makes the modern environment different is that these narratives no longer need to originate inside Iran to reach Western audiences. Influencers with large followings amplify them instantly.
The propaganda circulating online often revives and relies on something far older than modern geopolitics: classic antisemitic tropes.
Many viral posts go far beyond criticism of US or Israeli policy. They invoke conspiracies about Jewish control of governments, repeat blood-libel accusations, and frame global events as the result of a shrouded Jewish plot.
Versions of these accusations have circulated for centuries. What is striking today is how seamlessly these myths have merged with contemporary geopolitical propaganda.
Authoritarian regimes hostile to Israel have long understood that antisemitic narratives can serve as powerful mobilizing tools. Portraying Israel as the center of a global conspiracy transforms a regional conflict into an ideological crusade.
When influencers with large Western audiences repeat these themes, they normalize ideas that have historically fueled violence against Jews.
The modern “Tokyo Rose” no longer sits behind a microphone in an enemy capital. He or she posts on social media.
The voices spreading propaganda today are influencers with millions of Western followers — many living safely and prosperously inside the democratic societies whose resolve they undermine. Some claim they are offering contrarian commentary. Others are motivated by attention or the financial rewards of viral outrage.
But the effect is the same: narratives promoted by authoritarian regimes are amplified to vast audiences, often stripped of context, facts, or accountability.
Meanwhile here in Tel Aviv, life continues between missile alerts. Millions of Israelis move between normal routines and red-alert interruptions as air defenses intercept incoming missiles. But it bears little resemblance to the apocalyptic fantasies circulating online.
That contrast — between lived reality and digital narrative — reveals something important about modern information warfare.
Propaganda no longer requires governments to broadcast lies. It only requires enough people willing to repeat them — and in the age of social media, there are always volunteers.
Micha Danzig is an attorney, former IDF soldier, and former NYPD officer. He writes widely on Israel, Zionism, antisemitism, and Jewish history. He serves on the board of Herut North America.
