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Bob Born, Jewish maker of Peeps marshmallow candies, dies at 98
(JTA) — Ira “Bob” Born, the son of a Russian Jewish immigrant who founded the company that makes Peeps candies, has died. He was 98.
Born was the former president of Just Born Quality Confections, the 100-year-old family-owned candy company in Bethlehem, Pennsylvania, that makes Mike and Ikes, jelly beans and Goldenberg Peanut Chews, but is probably best known for the marshmallow treats that are staples in Easter baskets.
Just Born’s Jewish roots came as a surprise to this reporter, who in 2012 reported for the New Jersey Jewish News on the company’s acquisition of Goldenberg Peanut Chews, a venerable Philadelphia brand that had recently dropped its kosher “pareve” certification. Ross Born, Bob’s son and co-CEO of the company, explained the difficulty in sourcing ingredients for the candies and spoke about the family’s commitment to Jewish causes in the Lehigh Valley and beyond. (Peanut Chews are kosher dairy; Peeps are not kosher.)
He also spoke about his father’s innovations as head of the company, which the elder Born joined in 1945 after graduating from Lehigh University with a degree in engineering physics and service in the U.S. Navy. Born had been accepted to medical school but fell in love with the business.
After Just Born acquired a maker of marshmallow candies in 1953, Bob Born devised a way to greatly speed the process. At the Bethlehem factory, huge machines squirt armies of the chick-shaped confections onto a conveyer belt, on which they glide past little guns that paint on the eyes.
Bob Born also cut down on waste when he figured out what to do with Mike and Ike candies that emerged misshapen in the manufacturing process: He remelted the candies, added a hot cinnamon flavor to mask their original taste, and repurposed them as Hot Tamales.
“That was his nature. He didn’t say, ‘No, we can’t do something.’ He said ‘Well, we’ll figure it out,’” Ross Born told the Lehigh Valley News.
Bob Born was born on Sept. 29, 1924, in New York City. His father, Sam Born, had been a rabbinical student from Berdichev, Ukraine, before his family fled to Paris, where he learned the art of chocolate-making. After opening a factory and store in Brooklyn, Sam brought his brothers-in-law, Irv and Jack Shaffer, into the business. A nephew, David Shaffer, is currently board chair and co-CEO of Just Born.
Bob Born retired after almost 40 years at Just Born and moved to Florida, where he was chairman of a literacy program in an underserved community.
In addition to his talents as a candymaker, Born was a musician, woodworker, chess player and photographer, according to his son. In 2019, the city of Bethlehem declared Feb. 15 as “Bob Born Day.”
Ross, a past president of the Jewish Federation of the Lehigh Valley, told the local newspaper that his father will be remembered as a “real mensch” — Yiddish for a person of integrity and honor.
“He was a kind person, he was generous with his talents, sharing his abilities. He was very fair minded: he wanted to embrace differences rather than just tolerate them,” Ross Born said.
The family asked that contributions be made to the American Technion Society, Israel Guide Dog Center or any literacy program.
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Quiz: For America 250, how well do you know U.S. Jewish history?
The Forward produced The Great American Jewish History Quiz! using Claude, a generative artificial intelligence tool by Anthropic. All questions and answers were researched and written by Louis Keene, who prompted Claude to create the user interface and underlying code and to track statistics.
Questions or feedback? Send us an email: forwardquiz@forward.com.
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Mazel tov, Taylor and Travis: A rabbi’s imagined wedding speech under the celebrity chuppah
I have to admit, as a rabbi, I never imagined I’d be standing at a wedding bringing together two of America’s great religions: football and Taylor Swift.
And yet here we are. I’ve officiated weddings in synagogues, in backyards, on beaches. I was not prepared for Madison Square Garden.
Before I get to the blessings, I need to share a little Torah with you. Don’t worry: I’ll keep it short. Half this room is Swifties and half is Chiefs fans, and the only thing you agree on is that you didn’t come here for a sermon.
The very first matchmaking story in the Torah involves a man named Eliezer, sent by the patriarch Abraham on a mission: find a wife for Abraham’s son Isaac. Eliezer travels far, he arrives at a well, and he devises a test. A test that looked past beauty, past pedigree, past fame, past achievement.
The test is simple: When a stranger arrives tired and thirsty, what do you do?
Rebecca does more than just offer water to Eliezer. She sees his camels are also thirsty, and without being asked, she waters every single one. Ten camels. Anyone who has ever watered a camel knows this is not a small thing.
And the Torah stops to tell us: this is the wife for Isaac.
The Torah could have stopped to admire her talent or her beauty. Instead, it stopped to admire her kindness. Because she saw need in the world and responded to it, just because that’s who she was.
Taylor and Travis, I think about that story when I think about the two of you. Because what we know about you isn’t just about the Grammys or the Super Bowls. It’s about the friendships. It’s about the family. It’s the way Travis’s eyes light up when he talks about his brother Jason. It’s the way Taylor has shown up, year after year, for her crew — the people who have been with her since the beginning, long before the sold-out stadiums.
These are people who know how to love. Eliezer traveled hundreds of miles looking for exactly that. Turns out it was worth the trip.
Red zones and red carpets
Now, because we have a professional athlete here, permit me a football analogy.
Every great quarterback needs protection from a tight end like Travis. Every championship team depends on its offensive line. The line doesn’t get the glory. They don’t score the touchdowns. But without them, nothing works.
Marriage is the same. Protect one another. Protect each other’s dignity. Protect each other’s dreams. Protect each other’s hearts. Be each other’s offensive line on the hard days.
And because we also have one of the greatest songwriters in history standing before me — someone who has written the soundtrack to a generation — permit me a music analogy as well.
Every beautiful song has both melody and rhythm. Sometimes one instrument leads. Sometimes another does. But what makes the song truly beautiful is that each makes room for the other. The goal is never the solo. The goal is the harmony.
Marriage is exactly the same. There will be seasons when one of you carries more. Seasons when one of you needs extra support. Seasons of celebration and seasons of challenge. The goal is to reflect each other’s light. The goal is to create something together that neither of you could have created alone.
So, Taylor and Travis, here is my blessing for you: May you always remember what drew you to each other, the soul beneath the spotlight. May you protect each other fiercely and gently, in the stadiums and in the quiet rooms where no one is watching. May you make room for one another — to lead and to follow, season by season, era by era.
And may the love you build together — the real love, the private love, the love that has absolutely nothing to do with cameras or crowds — be the greatest thing either of you ever creates.
Mazel tov.
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The 50 most interesting Jews in American history you’ve probably never heard of
The United States is turning 250 years old. You know the stories of many of the Jews who have helped to shape the country’s history and culture, including such luminaries as Ruth Bader Ginsburg, Rabbi Abraham Joshua Heschel, Philip Roth and Barbra Streisand.
But behind the American Jewish names we know and revere are the stories of many other American Jews who influenced the nation — and whose lives reflected the country’s efforts to realize its founding promises — who have found less purchase in history’s spotlight. To celebrate the 250th anniversary of this country’s founding, we’ve collected 50 of those stories here.
Among their number are scientists, athletes, lawmakers, clergymen and a couple genuine American characters — the type of people who, no matter where they were born, ended up living lives that speak to the best of what the U.S. has to offer its citizens.
As one of our honorees, the author Edna Ferber, wrote: “America — rather, the United States — seems to me to be the Jew among the nations. It is resourceful, adaptable, maligned, envied, feared, imposed upon. It is warmhearted, overfriendly; quick-witted, lavish, colorful; given to extravagant speech and gestures. Its people are travelers and wanderers by nature, moving, shifting, restless; swarming in Fords, in ocean liners; craving entertainment; volatile. The schnuckle among the nations of the world.”
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