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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.”


The post Adir Michaeli, maestro of the babka, bakes his way into the heart of Manhattan appeared first on Jewish Telegraphic Agency.

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George Washington University Investigates Contaminated ‘Vial’ Which Injured Jewish Student

Demonstrators gather at The George Washington University in Washington, DC on March 21, 2025, to protest the war in Gaza. Photo: Bryan Dozier via Reuters Connect

George Washington University said this week that it was investigating a shocking report that someone possibly poisoned a Jewish student by placing contaminated “vials” near the site of an Israel Fest event held there last month.

“At least one student was injured by the incident, which is now under an investigation that will examine among other things whether individuals were targeted based on their Jewish faith,” the university, which sits just blocks away from the White House, said in a statement on Tuesday. “The university condemns this reprehensible and criminal action. Acts like this have no place in our community, which is a safe and inclusive space for individuals of all backgrounds, perspectives, and experiences.”

Jonathan Turley, a law professor at George Washington University (GW), wrote on his website that Israel Fest “is a celebration of Israeli food, music, and culture.”

“The event often draws protesters,” he continued. “I have spoken to Jewish students about their fear of attending, including visiting the popular camel brought to campus each year. Others have told me how students in classes for weeks have been bad-mouthing the planned event and have described those attending as ‘supporting genocide.’”

This latest threat against the Jewish community comes amid an epidemic of antisemitic violence in the US. According to the Anti-Defamation League’s (ADL) latest annual audit of US antisemitic incidents, assaults against Jews increased 4 percent in 2025, and perpetrators are more often resorting to using “deadly weapons” in the commission of their crimes. That raises the likelihood that their actions result in severe injury or death.

The advocacy group noted that the upward shift was reflected in the shocking murders of Jews in antisemitic attacks in the US for the first time since 2019. Two Israeli embassy staffers — a young couple set be engaged — were shot dead in Washington, DC last May, and weeks later a firebombing in Colorado claimed the life of an octogenarian. In both crimes, the alleged killers cited anti-Zionism as their motivating ideology.

Other incidents which stopped short of the worst possible outcome continue to create a sense of insecurity for American Jews. Over the past year, for example, The Algemeiner has reported on a public-school principal’s inveighing against “Jew money,” an attempted arson at the Hillel International chapter in San Francisco, California, and the movement of some conservative students into the far-right ecosystem of antisemitism — a path cleared by Nicholas Fuentes, Candace Owens, Kanye West, and troops of social media influencers.

“Behind every one of these incidents is a real person: a family threatened at their synagogue, a rabbi attacked on the street, a student harassed on campus,” ADL senior vice president Oren Segal said in a statement regarding the organization’s latest statistics on antisemitic violence and discrimination. “The safety of Jewish communities depends on our collective willingness to meet this moment with urgency, which is what we’re doing every day at ADL.”

George Washington University has allegedly been a microcosm of societal antisemitism, as reported by various claims described in court documents. One ongoing lawsuit alleges that the university enabled an eruption of antisemitic discrimination on campus by declining to intervene in a slew of incidents in which anti-Zionists threw rocks at Jewish students, vandalized the campus office of Hillel International, and uttered slurs such as “filthy k—ke.” Meanwhile, The Algemeiner has reported extensively on the activities of its Students for Justice in Palestine (SJP) chapter, which once threatened a Jewish professor and continues to spread antisemitic tropes about Israel.

“Given the history of antisemitic protests on campus, the [latest Isael Fest] incident is chilling for many on our campus,” Turley wrote.

However, rising hatred will not stop the campus Jewish community from being visible and unafraid, the school’s Hillel proclaimed in a statement issued on Wednesday.

“We are grateful to GW officials and security personnel for their swift response,” the group said. “Incidents like this will not deter our community. GW Hill will continue to support our students so they can proudly be Jewish.”

Follow Dion J. Pierre @DionJPierre.

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Shabbos Kestenbaum: The New Encampments

The “People’s University” encampment, established by Students for Justice in Palestine, on the campus of Smith College in April 2024. Photo: Screenshot

The encampments have returned. At Smith and Occidental Colleges, the ugliest form of campus bigotry since the 2024 Tentifada is back.

The 2023-2024 academic year saw an unprecedented wave of antisemitic incidents on American college campuses. Infamously, anti-Israel “encampments” — also known as the Tentifada — took over at least 80 campuses during this period. These pro-Hamas zones were designed to make Jewish students feel unsafe. Sadly, they’re here once again.

At Occidental College in Los Angeles, students set up the “Rafah to Jenin Liberated Zone.” Organizers recently called it the longest-lasting encampment since 2024. The radicals were handing out “No Zionists” pins and red inverted triangle stickers, a symbol Hamas uses to mark targets.

In 2024, Occidental settled a Title VI complaint filed by the Anti-Defamation League (ADL) and Brandeis Center, agreeing to implement sweeping reforms to address antisemitism. The agreement explicitly states that “no Zionist” litmus tests may constitute discrimination against Jewish or Israeli students.

At Smith College in Massachusetts, radicals occupied Chapin Lawn and renamed it “the People’s University.” They demanded divestment from Israel and called for a critical race theory curriculum. The president and chairwoman of the Board of Trustees agreed to sit down with the ringleaders. Despite this concession, the coordinators pledged to continue disrupting campus.

The Smith College jihad pajama party disbanded only after the college’s administration agreed to enter into sustained negotiations with the anti-Israel rule-breakers. The radicals openly stated that they will continue to disrupt campus life to demand divestment and threatened that “if the institution won’t give it to us, we will make it.”

Allowing these terror-supporting encampments to fester is a losing strategy for college administrators. It causes real damage, both physical and institutional, at the schools that fail to immediately disband them. Many colleges are now under investigation for failing to protect their students during the spring 2024 semester.

One of the most destructive tentifadas occurred at Columbia University. Pro-Hamas radicals seized the Butler library in May 2024, disrupted final exams, and targeted Jewish students. They besieged Hamilton Hall, smashed open the doors with hammers, injured security personnel, and barricaded themselves inside. Jewish faculty lost access to campus. Jewish students alleged structural antisemitism in a lawsuit. Ultimately, Columbia canceled in-person classes and commencement ceremonies for the remainder of the school year.

Across the United States, campus agitators vandalized property with swastikas and terrorist propaganda and defaced war memorials and statues of American heroes. They smashed and occupied buildings and poured cement into sewage systems. Jewish students faced violent threats and were blocked from getting to class. In some cases, physical violence resulted in the hospitalization of Jewish students. Due to the severity of the campus disruptions, many classes and graduation ceremonies were canceled across the country.

The Tentifada caused an estimated $3 million in property damage at the City College of New York, millions in damage at Cal Poly Humboldt, and $29 million across the University of California system, including new security measures, law enforcement, and the destruction of campus spaces. These incidents are just a small portion of the damage that was done by pro-Hamas radicals on American campuses during the 2023-2024 academic year.

The Tentifada was a dark chapter for American universities. Pro-Hamas campus radicals are now trying to start a new chapter of destruction and disorder. Administrators must not let them. The response should be immediate: disband the encampments, impose disciplinary proceedings, expel participants, and refer criminal conduct for prosecution. American universities exist to educate students, not to host pro-Hamas block parties.

Shabbos Kestenbaum is a political commentator at PragerU and a former lead plaintiff in a civil rights lawsuit against Harvard University.

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The Special Importance of Memory in Judaism

The entrance gate of a Jewish cemetery in Gauting, Starnberg, Upper Bavaria, Bavaria, Germany, on Nov. 8, 2020, is a wrought iron gate adorned with a Star of David. It stands between two stone pillars, leading into a tree-lined cemetery with gravestones and a pathway visible in the background. Photo by Michael Nguyen/NurPhoto via Reuters Connect

A few weeks ago, I conducted the funeral of Ron Plotkin, former owner of Monster.com and once a leading philanthropist in Los Angeles. In recent years, his life changed drastically — from prominence and influence to obscurity and hardship.

I knew Ron at his height and stayed in touch as others drifted away. By the time he died, there were no resources left — not even enough for a burial. We arranged for him to be laid to rest through charitable means at the Jewish cemetery in Commerce, California.

Sadly, we struggled to find 10 men to attend Ron’s funeral so Kaddish could be recited. A group from my synagogue agreed to come, but there were only nine of us. We stood in the blazing sun, waiting for a minyan.

Suddenly, a 10th man appeared: Shalom Raichik — originally from Los Angeles, now living in Baltimore — was at the cemetery just at that moment and agreed to join us.

After I recited Kaddish for Ron, Shalom asked if we could gather at another nearby grave to say Kaddish again, along with a memorial prayer.

“Who is it?” I asked. Shalom’s answer sent a chill through all of us. It is a story I cannot put out of my mind — a story about reclaiming someone who had disappeared from history.

We often think of death as a single, final event. But Jewish tradition introduces a powerful idea: a person can die twice. The first death is physical. The second is when they are forgotten — when no one remembers their name, or visits their grave, or even knows they existed.

The man we said Kaddish for that day is marked as “Ploni ben Avraham” — the Jewish equivalent of John Doe. We don’t know his name.

His story is tragic yet extraordinary: He survived the Holocaust, came to America alone, had no money and no family, and lived quietly in New York in obscurity.

At some point, he sought the help of Dr. Maurice Frey, a dentist and fellow refugee who had escaped Europe during the war. Dr. Frey was known for caring for penniless Holocaust survivors and treated this man without charge.

The patient, wanting to keep his dignity, insisted on giving something in return and arranged to donate his body to medical science, requesting his skull be given to Dr. Frey for educational use.

Years later, long after the encounter had been forgotten, a small package arrived containing the man’s skull. Dr. Frey tried to transfer it to the NYU School of Dentistry, but when they declined to take it, he kept it.

After his death, Dr. Frey’s widow moved to California, bringing the skull with her. There, she sought its disposal according to Jewish law and was directed to Chabad, who helped arrange a proper burial in 2021. Though only a skull remained, they honored the survivor and fulfilled the obligation to respect even the smallest remnant of a Jewish life.

Still, something was missing: There was no name, no marker, and no memory. Visitors to the cemetery unknowingly walked over his grave. A man who had survived the worst horrors was, even in death, being trampled, not by malice but by ignorance.

Finally, a small group decided to act, and this past January, they placed a modest stone, simply acknowledging that Ploni ben Avraham had existed and was not forgotten. And a few weeks ago, someone finally said Kaddish for him at his grave.

At Ron Plotkin’s funeral, having just buried a man once surrounded by success and admirers, but who died nearly alone, and then walking over to the grave of Ploni ben Avraham, I was struck by how fragile life and legacy can be.

Ron had a name and achievements, and was once celebrated, but at the end, there were barely 10 people at his funeral. Ploni ben Avraham had no name or notable achievements, and no family to remember him — yet, by chance, both were remembered on the same day. Their second death was averted.

At the end of Sefer Vayikra, in Parshat Bechukotai, the Torah presents consequences for the Jewish people’s fidelity or disregard for their responsibilities. It seems like a strict formula of reward and punishment: Follow God’s laws and you’ll receive blessings; abandon them, and hardship will follow.

And yet, within this passage, there is a quieter message. After the warnings and descriptions of suffering, the Torah offers a redemptive promise (Lev. 26:42):I will remember My covenant,” says God.

That is the turning point. Even if everything falls apart — even if the people are scattered and shattered — God says: I will remember, I will always remember.

God teaches us that memory is the foundation of meaning. In Jewish thought, remembering is not merely recalling; it is restoring. When God says, “I will remember,” it is an active commitment: No matter how far we fall, we are never erased.

That is why we say Kaddish — not for the dead, but because memory sustains identity. It ensures a person’s life continues to echo in this world. We mark graves, tell stories, and cling to names — because the greatest tragedy is being forgotten.

That is why we tell stories about the dead, and that is why we refuse to let people disappear after they’re gone. Because the ultimate curse is not suffering, or even death. It is oblivion. And the ultimate redemption is not just survival. It is being remembered.

When we remember someone, we return them to the narrative. We restore their place in the story of our people. Ploni ben Avraham had no land, no family, and no possessions. He didn’t even leave a name. But we still remember him, and that is his redemption.

That day in the cemetery, I was reminded that in the end, what matters is not how loudly a person’s life is celebrated at its peak, but whether it is remembered after they are gone. And sometimes, in the most unexpected ways, we are invited to be part of that remembering.

The author is a rabbi in Beverly Hills, California.

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