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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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Netanyahu: ‘Our Forces Are Striking the Heart of Tehran With Increasing Strength’
Israeli Prime Minister Benjamin Netanyahu participates in the state memorial ceremony for the fallen of the Iron Swords War on Mount Herzl, in Jerusalem, Oct. 16, 2025. Photo: Alex Kolomoisky/Pool via REUTERS
i24 News – Israeli Prime Minister Benjamin Netanyahu stated that Israeli forces had “eliminated the dictator Ali Khamenei” along with dozens of senior officials of Iran’s regime during a statement delivered from the roof of the Kirya, Israel’s defense headquarters.
“Yesterday, we eliminated the dictator Khamenei. Along with him, dozens of senior officials from the oppressive regime were eliminated,” Netanyahu said after a meeting with the Minister of Defense, the Chief of Staff, and the Director of Mossad. He added that he had issued instructions to continue the offensive.
According to Netanyahu, Israeli forces are “now striking at the heart of Tehran with increasing intensity,” a campaign he said will “increase further in the days to come.”
The Prime Minister also acknowledged the toll of the conflict on Israel, calling recent days “painful” and offering condolences to the families of victims in Tel Aviv and Beit Shemesh, while wishing a speedy recovery to those injured.
Netanyahu emphasized that the operation mobilizes “the full power of the Israel Defense Forces, like never before,” in order to “guarantee our existence and our future.” He also highlighted US support, noting “the assistance of my friend, the President of the United States, Donald Trump, and of the American military.”
“This combination of forces allows us to do what I have hoped to accomplish for 40 years: strike the terrorist regime right in the face,” Netanyahu concluded. “I promised it — and we will keep our word.”
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Trump Says Iran Military Operations Are ‘Ahead of Schedule,’ CNBC Reports
U.S. President Donald Trump speaks with White House Chief of Staff Susie Wiles and Secretary of State Marco Rubio during military operations in Iran, at Trump’s Mar-a-Lago resort in Palm Beach, Florida, U.S. February 28, 2026. The White House/Social Media/Handout via REUTERS
US President Donald Trump told CNBC on Sunday that US military operations against Iran are “ahead of schedule.”
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Iranian Missile Strike on Beit Shemesh in Israel Kills 9
Emergency personnel work at the site of an Iranian strike, after Iran launched missile barrages following attacks by the US and Israel on Saturday, in Beit Shemesh, Israel, March 1, 2026. Photo: REUTERS/Ammar Awad
An Iranian missile strike hit the Israeli city of Beit Shemesh on Sunday, killing nine people and wounding dozens, in what authorities described as a direct impact on a public bomb shelter.
A ballistic missile leveled the bomb shelter, leaving a large crater in its wake. Most, if not all, of those killed had been taking cover inside the shelter when it hit, Jerusalem Police Deputy Commissioner Avshalom Peled said at the impact scene.
Those in critical condition were airlifted to Shaare Zedek Medical Center, a spokesperson for the Israel Defense Forces (IDF) said.
At least 20 people were still missing late on Sunday afternoon local time.
As you read this, an Iranian missile has just struck a residential neighborhood in Beit Shemesh, Israel, only 30 kilometers/about 18 miles from Jerusalem.
Nine people are dead.
More than 20 are wounded, including children. A
public shelter collapsed from the direct hit. An… pic.twitter.com/mEVDlPEqgf
— Ella Kenan (@EllaTravelsLove) March 1, 2026
Several buildings surrounding the shelter in Beit Shemesh, which is west of Jerusalem, were also damaged in the attack, with two collapsing entirely. A synagogue was also destroyed.
Emergency crews from Magen David Adom, ZAKA, and United Hatzalah joined fire and rescue units at the site, combing damaged buildings and debris for possible survivors. Many people were trapped under rubble or inside apartments, first responders said.
The Iranian Regime directly fired missiles toward the civilian neighborhood of Beit Shemesh, killing innocent civilians.
The Iranian regime purposely targets civilian targets while we precisely target terror targets. This is who we’re operating against—a regime who uses… pic.twitter.com/9W8Fp4T2tH
— Israel Defense Forces (@IDF) March 1, 2026
Chaim Wingarten, deputy director of operations at rescue organization ZAKA, described the scenes as “very difficult.”
“When I arrived, it was a huge chaos, with wounded people everywhere,” he said.
The strike was part of a larger volley that triggered air-raid sirens across the country. A man in his fifties was wounded by shrapnel elsewhere in central Israel.
IDF foreign media spokesman Lt. Col. Nadav Shoshani charged Iran with deliberately firing at civilians. “We know this is their strategy,” he said, adding that Israel would do “everything in our power to remove these capabilities from this bloodthirsty terrorist regime.”
The Beit Shemesh hit marked the highest single-incident death toll inside Israel since the confrontation with Iran began a day earlier. The previous peak came during the 12-day war in June 2025, when a missile slammed into an apartment block in Bat Yam and killed nine people.
The Beit Shemesh strike came a day after US and Israeli forces struck a compound in Tehran killing senior Iranian officials, including Supreme Leader Ayatollah Ali Khamenei, whose death was later announced on Iranian state television.
In an interview with Fox News on Sunday, Trump said 48 Iranian leaders were killed in the strikes. “Nobody can believe the success we’re having; 48 leaders are gone in one shot. And it’s moving along rapidly,” he said.
Separately, the American president told CNBC that the US operation was “ahead of schedule.”
Thousands of Iranians braved the strikes and took to the streets to celebrate Khamenei’s death on Saturday evening. Many people stood on balconies and at windows chanting “freedom, freedom,” The New York Times reported. People in the Iranian city of Shiraz were “abandoning their cars for an impromptu dance party, whistling, cheering, clapping, and screaming with joy. In many videos, celebrants joined together in a cheer that is typically reserved for weddings, symbolizing pure joy,” the report said.
GeoConfirmed Iran.
People chanting – Celebrations through the Foolad Shahr area in Isfahan with joy and jubilation over the killing of Khamenei.
Rough location – 32.48169, 51.39167
F9JR+MMF Fuladshahr, Isfahan Province, IranGeoLocated by @Mitch_Ulrich
Geolocation:… https://t.co/iv9TlSPPfS
— GeoConfirmed (@GeoConfirmed) February 28, 2026
Can you hear the joy in his voice?
“I am dreaming, hello world!” pic.twitter.com/ICq77zBerv— William Mehrvarz (@WilliamMehrvarz) March 1, 2026
Iran retaliated by firing repeated waves of missiles and drones, with launches aimed not only at Israel but also at US bases in the Middle East, including Qatar, Kuwait, the United Arab Emirates, and Bahrain. Iran on Sunday morning also launched two missiles at Cyprus, where thousands of British military personnel are stationed, which fell short.
Later in the afternoon, the US acknowledged its first losses with US Central Command, saying three American service members were killed and five were seriously wounded during the operations in Iran.