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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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Israel’s Netanyahu Says Syria Deal Possible, Expects Buffer Zone
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
Israeli Prime Minister Benjamin Netanyahu said on Tuesday a deal with Syria is possible and he expects Syrian authorities to establish a demilitarized buffer zone from Damascus to Mount Hermon and other areas.
Netanyahu spoke a day after US President Donald Trump, whose administration has been trying to broker a non-aggression pact between the two countries, said it was very important that Israel maintained a “strong and true dialogue” with Damascus.
Syria does not formally recognize Israel, which following the fall of longtime Syrian leader Bashar al-Assad in December moved troops into a buffer zone along the Syrian border to secure a military position to prevent terrorists from launching attacks against the Jewish state.
The previously demilitarized zone in the Golan Heights, a strategic region on Israel’s northern border previously controlled by Syria and later annexed by Israel, was established under the 1974 Disengagement of Forces Agreement between Damascus and Jerusalem that ended the Yom Kippur War. However, Israel considered the agreement void after the collapse of Assad’s regime.
“What we expect Syria to do is, of course, to establish a demilitarized buffer zone from Damascus to the buffer area, including the approaches to Mount Hermon and the Hermon peak,” Netanyahu said while visiting wounded soldiers in central Israel. “We hold these areas in order to ensure the security of Israel’s citizens, and that is what obligates us.”
He added: “With goodwill and an understanding of these principles, it is possible to reach an agreement with the Syrians, but we will stand by our principles in any case.”
Trump has backed Syria‘s new leader, Ahmed al-Sharaa, while Israel has voiced wariness over Sharaa’s past links to Islamist militancy, but has engaged in efforts to broker a deal.
An Israeli raid in southern Syria on Friday killed 13 Syrians, Syrian state media reported. The Israeli military said it had targeted a Lebanese Islamist militant group there. Netanyahu on Tuesday was visiting soldiers wounded in the clash.
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French Authorities Detain Two Minors Suspected of Plotting Terror Attacks on ‘Israeli Targets’
Illustrative: Police officers work after police shot dead an armed man earlier who set fire to the city’s synagogue in Rouen, France, May 17, 2024. Photo: REUTERS/Gonzalo Fuentes
French authorities have launched an investigation into a group suspected of planning attacks and two minors have been charged and placed in pre-trial detention as a result of it, France’s national anti-terrorism prosecutor’s office said on Monday.
In a statement issued after a report in French media, the office also said that since the start of 2025, a total of 20 minors have faced terrorism-related charges.
Media outlet Franceinfo reported that the two minors had been planning an attack on “Israeli targets,” citing a source close to the investigation. The anti-terrorism prosecutor’s office did not immediately confirm this in its statement.
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Joel F. Brown named next Chairman of the Board of Directors of the Forward Association
Joel F. Brown has been named the next Chairman of the Board of Directors of the Forward Association, the nonprofit entity that publishes the Forward, America’s most influential and widely read nationwide Jewish publication. He has served as a member of the Forward board and of the Forward Association for 10 years.
Brown most recently served with the Chicago-based law firm Goldberg Kohn as a principal in its Commercial Finance Group. He has written and lectured on a wide variety of finance-related legal topics and was named one of the 2021 Best Lawyers in America honorees in Banking and Finance law. He is a graduate of Wesleyan University and of New York University School of Law.
Since retiring from the practice of law in 2024, Brown has been pursuing a Masters Degree in Jewish Studies from the Spertus Institute. Brown also serves as a member of the Board of Directors of Camp Ramah in Wisconsin, has served as President of Am Yisrael Conservative Congregation (Northfield, Illinois) and is affiliated with the Shalom Hartman Institute.
Brown said, “I am honored to assume this important role in supporting the Forward’s ongoing storied history of reporting on the Jewish American experience in all its diversity. Over the next few years, I expect the Board will help guide the Forward in its mission to cover the full spectrum of Jewish American politics, culture and religion, with an emphasis on reaching new audiences, and in particular younger audiences.”
About the Forward
The Forward is America’s leading voice in Jewish journalism, delivering incisive coverage of the issues, ideas and institutions that matter to American Jews.
The Forward‘s independent, non-ideological perspective on world and national news, and its unparalleled coverage of Jewish arts, culture and opinion, have made it the most influential and widely read nationwide Jewish publication today, and it has been honored with the most journalism awards of any Jewish media organization.
The Forward reaches more than 100 million viewers annually across its website, social media, email newsletters, events and podcasts. The Forward‘s free e-newsletters include the Forwarding the News morning briefing and others highlighting areas of special interest like Yiddish and antisemitism.
Leading outlets turn to the Forward‘s journalists for analysis and interviews, including The New York Times, CNN, Fox, NPR, Politico, Haaretz and The Washington Post. The Forward has been archived by the U.S. Library of Congress and named one of the top nonprofit news sites by Harvard’s Nieman Journalism Lab.
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