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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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US-Israeli Attack Triggers Fear and Panic in Iran
Buildings stand, after Israel and the US launched strikes on Iran, in Tehran, Iran, February 28, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iranians fled cities in search of safety, and long queues formed at fuel stations as an attack on Iran by the United States and Israel spread fear and panic throughout the country.
When the strikes began on Saturday morning, explosions rocked Tehran and columns of smoke rose into the sky, shaking the city at the start of the Iranian working week.
Residents reached by phone described scenes of chaos and alarm as they rushed to collect their children from school or made preparations to leave home for now.
“We are going to our hometown in Yazd, Tehran is not safe anymore. They said roads are safe, but I am worried,” said Gholamreza, a Tehran shopkeeper and father of two. “I am leaving everything behind in Tehran.”
It marks the latest upheaval for Iranians weeks after thousands of people were killed in a government crackdown on nationwide unrest, and comes just eight months after last year’s 12-day war with Israel, during which the United States bombed Iranian nuclear sites.
Iran’s top security body said it expected attacks to continue on Tehran and some other cities, and urged people to “travel to other cities where possible so that you may remain safe from the harm of these two regimes’ acts of aggression.” Schools and universities would be closed until further notice.
“We are scared, we are terrified. My children are shaking, we have nowhere to go, we will die here,” said Minou, a 32-year-old mother of two from the northern city of Tabriz, one of many areas where explosions were reported.
“What is going to happen to my children?” she said, crying as she spoke by phone.
US President Donald Trump said the operation would end a security threat to the United States and offer Iranians a chance to topple their rulers. The Pentagon said that US strikes against Iran were named “OPERATION EPIC FURY.”
An Iranian from the central city of Yazd said he hoped the attack would topple the clerical establishment that has run the country since the 1979 Islamic Revolution. “Let them bomb,” the resident of Yazd said.
Samira Mohebbi, speaking from the northern city of Rasht, disagreed.
“I am against this regime, to hell with them. But I don’t want my country to be attacked by foreign forces, I don’t want my Iran to turn into Iraq,” she said, referring to the neighboring country that suffered years of chaos and bloodshed following the U.S.-led invasion that toppled Saddam Hussein.
‘THEY FOOLED US AGAIN’
Security forces blocked roads in the area of Tehran that is home to the offices of Supreme Leader Ayatollah Ali Khamenei, President Masoud Pezeshkian and parliament, witnesses said.
The latest round of negotiations between the United States and Iran in Geneva on Thursday failed to secure a breakthrough over Tehran’s nuclear programme, though Omani mediators reported progress.
“They said the nuclear talks are going well. They fooled us again,” said a resident of Tehran.
Zohreh, 28, said she would leave the port city of Bushehr with her three-year-old daughter and go to her parents’ home in a village in northern Iran.
“Why are we paying this price? I want my daughter to grow up safe and in peace,” she said.
Western governments have long suspected Iran aims to build a nuclear bomb. Tehran has always denied this.
Witnesses said people were rushing to buy hard currency.
In Isfahan, another area where attacks were reported, some said they were unable to withdraw cash from ATMs.
Reza Saadati, 45, said he was taking his family to the city of Urumieh near the Turkish border. “If the border is open, we will cross and then fly to Istanbul,” he said.
Mohammad Esmaili, 63, speaking from the town of Ilam, some 500 km (300 miles) from Tehran, said he would leave the town with his family. “God knows what will happen to us. Pray for us,” he said.
“People are shocked, scared. What is going to happen to us? Save us please,” said a woman from Tehran.
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Prior to Iran attacks, CIA assessed Khamenei Would Be Replaced by IRCG Elements if Killed
Members of the Islamic Revolutionary Guard Corps (IRGC) attend an IRGC ground forces military drill in the Aras area, East Azerbaijan province, Iran, Oct. 17, 2022. Photo: IRGC/WANA (West Asia News Agency)/Handout via REUTERS
In the run-up to the US and Israeli attacks on Saturday, the US Central Intelligence Agency assessed that even if Iran’s Supreme Leader Ayatollah Ali Khamenei was killed in the operation, he would likely be replaced by hardline figures from the Islamic Revolutionary Guard Corps (IRGC), two sources briefed on the intelligence said.
The assessments, which were produced over the past two weeks, looked broadly at what could occur in Iran following a US intervention and the extent to which a military operation could trigger regime change in the Islamic Republic — now a pronounced objective for Washington.
The IRGC is an elite military force whose purpose is to protect Shi’ite Muslim clerical rule in Iran.
The intelligence agency reports did not conclude any scenario with certainty, said the sources, who spoke on condition of anonymity to discuss intelligence matters.
The Central Intelligence Agency declined to comment.
President Donald Trump has for weeks signaled the US was interested in seeing regime change in Iran, but has not given in any detail Washington’s thinking on who could lead the country.
In an early morning video address on Saturday, Trump described Tehran as a “terrorist regime” and encouraged the Iranian people to take over the government, saying the US military strikes would set the stage for an uprising.
The US and Israeli assault comes after weeks of deliberation inside the US government about whether to strike Iran following the deadly protests that broke out there in December.
US officials in recent weeks have tried to strike a nuclear deal with Tehran in an attempt to stave off intervention.
In a briefing last week, Secretary of State Marco Rubio told top congressional lawmakers known as the Gang of Eight that a US operation would likely move forward, but that Trump could change his mind, particularly if nuclear negotiations were successful. Those talks in Geneva did not result in an agreement.
Rubio notified the Gang of Eight on Friday night that the operation to attack Iran was likely to commence in the following hours but said Trump could still change his mind, two sources familiar with the matter said.
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US and Israel Launched Military Operation Against Islamic Republic: This Is What We Know So Far
Iranian mourners wave the country’s flags while participating in a memorial ceremony for IRGC commanders, nuclear scientists, and civilians killed in the Iran-Israel war at the Imam Khomeini Grand Mosque in downtown Tehran, Iran, on July 2, 2025. Photo: Morteza Nikoubazl via Reuters Connect.
i24 News – It’s been just over ten hours since the US and Israel launched operations “Epic Fury” and “Roaring Lion” against the Islamic Republic. And while this is still a developing story, here is what we know.
Just after 8 am local time the US and Israel launched a series of strikes on Iranian military targets across Iran. The main targets were Iran’s leaders and IRGC senior commanders in Iran and some targets in Iraq.
The IDF says it struck hundreds of targets, including ready-to-fire ballistic missile launchers. While there is no official confirmation of any specific eliminations, Iran’s foreign minister confirmed that some senior commanders were eliminated.
As Israeli and US strikes continued, Iran launched numerous ballistic missile barrages across Israel, and against six Arab countries, namely Saudi Arabia, the UAE, Qatar, Jordan, Kuwait and Bahrain, who all condemned the Iranian strikes on their territory. Iran claims it targeted US military bases in the region.
The escalation also saw a rare sign of unity between Riyadh and Abu Dhabi, who have suffered from tense relations in recent weeks.
Iran has vowed to continue its strikes across the region, with Israeli officials saying they expect the strikes against Iran to continue for at least a few days.
While Iran has already turned this into a regional conflict, it still has potential to expand further. So far, neither Hezbollah in Lebanon nor Pro-Iranian militias in Iraq have joined the fray.
Lebanese Prime Minister Nawaf Salam sent a warning message to Hezbollah not to drag the country into, quote, “adventures that threaten its security and unity.”