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With investors like Paul Rudd, a new bagel baker takes a bite of the West Village
(New York Jewish Week) — Like many people stuck at home during the pandemic, Adam Goldberg, who worked at a flood-mitigation systems company in Westport, Connecticut, decided to try his hand at baking. But unlike most amateur bakers, Goldberg turned his pastime into a thriving bagel-delivery service that built a loyal following and drew the attention of celebrity investors like actor Paul Rudd.
And now, PopUpBagels, which touts itself as a “‘not famous but known’ bagel and schmear subscription club,” announced this week that it will open a brick-and-mortar store in Manhattan at the corner of Bleecker and Thompson streets.
The Greenwich Village store, along with a forthcoming shop in Greenwich, Connecticut, will be PopUpBagels’ first foray into permanent storefronts. This transition comes on the heels of raising “more than a couple million” dollars in seed funding in November 2022, attracting celebrity investors like Rudd, actor Patrick Schwarzenegger and swimmer Michael Phelps. But bold-faced names aren’t the only thing that sets PopUpBagels apart: Unlike most bagel bakeries, PopUpBagels only sells bagels by the dozen, at $38 a pop (which includes two tubs of “artisan schmears” — unique flavors like Caramel Apple, Dill Pickle, Red Pepper and Black Sesame Miso).
“Think of us as your private bagel bakery,” Goldberg, 48, told the New York Jewish Week. “When you feel like you want bagels, you’ll be able to go on our website and order a dozen bagels for a specific pickup time and hot, fresh bagels will be waiting for you when you get there.”
PopUpBagels will not be selling individual bagels, sandwiches or any “old and colds,” which is how Goldberg refers to “anything that’s been sitting out for more than 45 minutes.”
For now — until both stores open in mid-March — PopUpBagels operates via pre-orders only. Customers reserve their orders at the beginning of the week through the bakery’s website, selecting a 15-minute time slot on weekend mornings for pickups at a variety of locations in the tri-state area, including Redding, Connecticut and Tenafly, New Jersey. (Overnight mail orders — 18 bagels for $60, plus schmears — are also available anywhere in the United States on Thursday nights.) City dwellers can pick up their advance-ordered bagels on Saturday mornings at Scampi, an Italian restaurant in Flatiron.
Goldberg said he and his team fill some 700 to 800 pre-sale orders each week, which are baked at two Connecticut bakery locations. The emphasis is on freshness and quality, Goldberg said, which is why the bagels are made-to-(pre)order.
Once the storefront opens, bagels will be baked on-site and available “five to six days a week,” he said. Walk-up orders of half-dozen or a dozen bagels will be available, he added.
“Our flavor is just a little bit different than every other bagel out there,” Goldberg said of his creations, which are about two-thirds the size of an average New York bagel. “We have this saying: ‘We’ve got a little chew in the crust without the lead in the belly.’ It’s refreshing.”
For the last two years, PopUpBagels has taken home the “Best Overall Bagel” award at Brooklyn Bagel Fest, judged by a panel of 20 industry experts. (The competition has only been in existence for three years.)
“PopUp creates some intention around your bagel routine; you have to put intention towards getting their simply perfect bagels when they have a drop,” said Jake Cohen, a chef and baker who has been a contest judge at Brooklyn BagelFest the last two years and voted PopUpBagels for Best Overall Bagel. “To me the magic of their bagels is that you’re only able to get them at peak freshness and then alongside their inventive schmears,” he added.
“The response has been amazing,” Goldberg said. “People are so excited. We’re hearing from customers and people who have been following us for a couple of years and saying, ‘I can’t wait.’”
“I love supporting any establishment honoring the sanctity of a perfect bagel,” Cohen said. “I can promise when they open it will be the main reason I schlep to the Village.”
“Watching people eat our bagels for the first time and seeing their smiles and their faces light up is just an amazing feeling for me,” Goldberg added. “I’m so excited to come to New York and have the opportunity for millions of people to get their hands on our bagels and to be able to see that awesome look for the first time from so many people.”
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‘For As Long As Necessary’: Katz Says Campaign Against Iran Entering Decisive Stage
Israel’s Defense Minister Israel Katz and his Greek counterpart Nikos Dendias make statements to the press, at the Ministry of Defense in Athens Greece, Jan. 20, 2026. Photo: REUTERS/Louisa Gouliamaki
i24 News – Israel Katz said Saturday that the confrontation with Iran had entered a “decisive phase,” as US and Israeli strikes on Iranian targets continued and regional tensions escalated.
Speaking after a security assessment at Israel’s defense headquarters alongside Eyal Zamir, chief of staff of the Israel Defense Forces, and senior military and intelligence officials, the Israeli defense minister said the campaign against the Islamic Republic would continue “for as long as necessary.”
“The global and regional struggle against Iran, led by American President Donald Trump and Israeli Prime Minister Benjamin Netanyahu, is intensifying and entering its decisive phase,” Katz said.
Katz also praised US strikes on Kharg Island, a key Iranian oil hub, describing them as a “severe blow” to the Iranian regime. He said the attacks were an appropriate response to Iranian threats against the strategic Strait of Hormuz and to what he called Tehran’s attempts to pressure the international community.
At the same time, Katz said the Israeli Air Force was continuing a “powerful wave of attacks” against targets in Tehran and other parts of Iran.
He accused the Iranian leadership of using “regional and global terrorism” and strategic blackmail in an effort to deter Israel and the United States from pursuing their military campaign, warning that such actions would be met with a “strong and uncompromising response.”
Katz added that the outcome of the conflict would ultimately depend on the Iranian population. “Only the Iranian people can put an end to this situation through a determined struggle, until the overthrow of the terrorist regime and the salvation of Iran,” he said.
According to the minister, the confrontation now pits the Iranian regime’s determination to survive against growing military pressure from Israel and its allies.
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Trump Rejects Efforts to Launch Iran Ceasefire Talks, Sources Say
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
President Donald Trump’s administration has rebuffed efforts by Middle Eastern allies to start diplomatic negotiations aimed at ending the Iran war that started two weeks ago with a massive US-Israeli air assault, according to three sources familiar with the efforts.
Iran, for its part, has rejected the possibility of any ceasefire until US and Israeli strikes end, two senior Iranian sources told Reuters, adding that several countries had been trying to mediate an end to the conflict.
The lack of interest from Washington and Tehran suggests both sides are digging in for an extended conflict, even as the widening war inflicts civilian casualties and Iran’s closure of the Strait of Hormuz sends oil prices soaring.
US strikes on Iran’s Kharg Island, the country’s main oil export hub, on Friday night underscored Trump’s determination to press ahead with his military assault. Iran’s new Supreme Leader Mojtaba Khamenei has vowed to keep the Strait of Hormuz shut and threatened to step up attacks on neighboring countries.
The war has killed more than 2,000 people, mostly in Iran, and created the biggest-ever oil supply disruption as maritime traffic has halted in the Strait of Hormuz, through which a fifth of the world’s oil is transported.
ATTEMPTS TO OPEN LINES OF COMMUNICATION
Oman, which mediated talks before the war, has tried multiple times to open a line of communication, but the White House has made clear it is not interested, according to two sources, who like others in this story were granted anonymity in order to speak freely about diplomatic matters.
A senior White House official confirmed Trump has rebuffed those efforts to start talks and is focused on pressing ahead with the war to further weaken Tehran’s military capabilities.
“He’s not interested in that right now, and we’re going to continue with the mission unabated. Maybe there’s a day, but not right now,” the official said.
During the first week of the war, Trump wrote on his Truth Social platform that Iran’s leadership and military were so battered by US-Israeli strikes that they wanted to talk, but that it was “Too Late!” He has a history of shifting foreign policy stances without warning, making it hard to rule out that he might test the waters for restarting diplomacy.
“President Trump said new potential leadership in Iran has indicated they want to talk and eventually will talk. For now, Operation Epic Fury continues unabated,” a second senior White House official said when asked to comment on this story.
The Iranian sources said Tehran has rejected efforts by several countries to negotiate a ceasefire until the US and Israel end their airstrikes and meet Iran’s demands, which include a permanent end to US and Israeli attacks and compensation as part of a ceasefire.
Egypt, which was involved in mediation before the war, has also tried to reopen communications, according to three security and diplomatic sources. While the efforts do not appear to have made progress, they have secured some military restraint from neighboring countries hit by Iran, according to one of the sources.
Egypt’s foreign ministry, the government of Oman and the Iranian government did not respond to requests for comment.
POSITIONS HARDEN ON ALL SIDES
The war’s impact on global oil markets has significantly increased the cost for the United States.
Some US officials and advisers to Trump urge a quick end to the war, warning that surging gasoline prices could exact a high political price from the president’s Republican Party, with US midterm elections looming.
Others are pressing Trump to maintain the offensive against the Islamic Republic to destroy its missile program and prevent it from obtaining a nuclear weapon, according to Reuters reporting.
Trump’s rejection of diplomatic efforts could indicate that, for now, the administration has no plans for a quick end to the war.
Indeed, both the United States and Iran appear even less willing to engage than during the opening days of the war, when senior US officials reached out to Oman to discuss de-escalating, according to several sources.
One source said Iran’s top security official, Ali Larijani, and Foreign Minister Abbas Araghchi had also sought to use Oman as a conduit for ceasefire discussions that would have involved U.S. Vice President JD Vance.
But those discussions have not materialized.
Instead, Iran’s position has hardened, said a third senior Iranian source.
“Whatever was communicated previously through the diplomatic channels is irrelevant now,” said the source.
“The Guards strongly believe that if they lose control over the Strait of Hormuz, Iran will lose the war,” the source added, referring to the Islamic Revolutionary Guard Corps, an elite paramilitary force that controls large parts of the economy.
“Therefore, the Guards will not accept any ceasefire, ceasefire talks, or diplomatic efforts, and Iran’s political leaders will not engage in such talks despite attempts by several countries.”
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US Strikes More Than 90 Iranian Military Targets on Kharg Island, CENTCOM Says
A satellite image shows an oil terminal at Kharg Island, Iran, February 25, 2026. Photo: 2026 Planet Labs PBC/Handout via REUTERS
United States forces executed a large-scale precision strike on Kharg Island in Iran on Friday night, the US Central Command said on Saturday.
“US forces successfully struck more than 90 Iranian military targets on Kharg Island, while preserving the oil infrastructure,” CENTCOM said.
The strike destroyed naval mine storage facilities, missile storage bunkers, and multiple other military sites, the US military said in a post on X.
President Donald Trump threatened on Friday to strike the oil infrastructure of Iran’s Kharg Island hub, unless Tehran stopped attacking vessels in the Strait of Hormuz.