As the sun sets and ushers in Rosh Hashanah, the Jewish New Year, the age-old custom of dipping apples in honey comes to life, symbolizing the sweetness and prosperity we wish to infuse into our communities for the year ahead. Traditionally, these rituals serve as gateways to express our hopes and aspirations, marking a moment of reflection and renewal. The essence of Rosh Hashanah is deeply rooted in these traditions, but as with any cultural practice, adaptability and innovation are paramount. Enter a creative twist on a time-honored staple that bridges generations and cultural divides: Schmutz, a modern take on haroset.
Michael Rubel, a New York-based entrepreneur, is leading this culinary renaissance with Schmutz, a pre-packaged version of haroset designed not to be confined to Passover seders alone but enjoyed throughout the year. In a world teeming with options such as salsa and chili crisps, Rubel saw an opportunity to reframe the narrative around this Jewish delicacy, inviting a broader audience to partake in its history-rich tapestry.
Rubel’s journey began in a nuanced world of cultural exploration. Growing up as a Jewish boy in diverse environments—from Maine to Kansas City to Dallas—he was constantly navigating between predominantly Jewish communities and settings in which he stood as the singular representation of his faith. His diverse background not only heightened his awareness of Jewish culture but also informed his belief in the significance of creating inclusive gastronomic communities—communities that embrace the shared heritage of global Jewry.
For Rubel, haroset stood as a nostalgic reminder of home, primarily shaped by his mother’s traditional Ashkenazi recipe. Fond memories of her making the dish in large Tupperware containers resonate deeply with him. This affection lit the spark for his innovation, blending personal history with culinary exploration. His exposure to various interpretations of haroset—from Jamaican versions brimming with peanuts to Italian variations rich with figs and chestnuts—sparked an insatiable curiosity to learn, experiment, and ultimately reintroduce haroset into the modern culinary landscape.
One particularly eye-opening experience involved the discovery of a Kurdish haroset recipe, consisting of hazelnuts and blackcurrants, which left a profound impression on him. This revelation highlighted the interconnectedness of Jewish cuisines globally, shifting Rubel’s perspective on a dish he once saw as singular. His endeavor, Schmutz, represents not just a product but a narrative, a modern expression of Jewish heritage interwoven with an exciting array of flavors.
As Schmutz heads to market, Rubel emphasizes the importance of achieving a unique texture: a spreadable consistency that invites versatility. While many harosets tend to be chunky, he envisioned a fusion of crunchiness and rich flavors that could easily complement both sweet and savory dishes. With two flagship varieties—Apple Walnut and Fig Hazelnut—Schmutz captures the essence of traditional haroset while also being accessible to modern palates. The lack of preservatives or artificial additives ensures that each jar contains nothing but pure, natural ingredients.
This innovative approach also encompasses a historical insight into haroset’s origins. Rubel mentions its roots as a spread at Roman dinners, underlining the cultural resilience and adaptability of Jewish cuisine throughout history. This narrative empowers Schmutz to transcend its usual confines, challenging the notion that haroset belongs solely to Passover celebrations.
Rubel’s work taps into a larger cultural revival of Jewish food, a movement spurred by younger generations seeking to reconnect with their roots. Influencers in the food industry, like Jeffrey Yoskowitz from The Gefilteria, emphasize that this revival reflects a shift in cultural perceptions, where traditional Jewish fare is being reimagined and embraced year-round. The infusion of contemporary interpretations has led to a resurgence of culinary creativity, where dishes once reserved for holiday tables are now enjoyed in everyday life.
Schmutz challenges the conventional understanding of haroset, inviting eaters to ponder broader questions about Jewish cuisine. It beckons individuals to explore flavors that transcend boundaries, celebrating a rich tapestry of history and shared experiences through food. As Rubel notes, the delight of Schmutz lies not just in its taste but also in the conversation it sparks.
At the heart of Schmutz is Rubel’s personal mission: to empower people to celebrate Jewish culinary traditions daily, whether that means enjoying a spoonful straight from the jar or embracing it in unexpected recipes. His dedication to the brand emerges from a place of passion and nostalgia but is firmly rooted in the possibilities of cultural dialogue and shared discovery.
This Rosh Hashanah, as families gather around festive tables, the spirit of innovation meets tradition with Schmutz, reminding us that food is not just sustenance but a thread that binds our stories and celebrates our journeys. Through each spoonful, Rubel invites everyone to taste the sweetness of connection and explore the rich narratives embedded within Jewish culinary heritage.