Rosh Hashanah, the Jewish New Year, is often celebrated with the symbolism of apples and honey, embodying the sweetness and hope for a prosperous year ahead. As the Jewish community prepares to welcome this meaningful holiday, it invites a reflection on how traditions can evolve while maintaining their rich historical essences. In this spirit of innovation, entrepreneur Michael Rubel introduces a contemporary twist on a classic Jewish staple: haroset. This modern reinterpretation not only reinvents the way haroset can be enjoyed but also deepens the connection to community and Jewish heritage.
Rubel, a New York-based entrepreneur, launched “Schmutz” in April 2023, transforming haroset from a traditional Passover dish to a year-round delicacy. Haroset, typically a mix of fruits, nuts, and spices, traditionally symbolizes the mortar used by Jewish slaves to build pyramids in Egypt during Passover. However, Schmutz reimagines this dish as a versatile spread, encouraging people to incorporate it into a wider array of meals. “If there’s salsa and chili crisp, why not haroset?” Rubel ponders, positioning Schmutz as a revolutionary product that appeals to both Jewish customers and food enthusiasts alike.
Rubel’s journey to create Schmutz is rooted in personal experiences and a deep appreciation of Jewish culture. Growing up in varying environments across the United States, he found himself often shifting from urban communities rich with Jewish culture to more homogenized areas. This background prompted him to explore the diverse culinary traditions inherent within Jewish communities worldwide. Notably inspired by his mother’s Ashkenazi haroset, which made a lasting impression on him during his childhood, Rubel’s love for the dish was reignited when he discovered the many international adaptations of haroset. From Jamaican varieties boasting peanuts to Venetian versions enriched with chestnuts, he became fascinated by the global interpretations of this traditional dish.
In experimenting with different recipes in his kitchen, it was a Kurdish version that particularly captivated him with its unique blend of hazelnuts and blackcurrants. This culinary exploration underscored Rubel’s belief in the interconnectedness of cultures, helping him see haroset as more than a single recipe but rather a cultural artifact with rich stories that traverse boundaries.
As he developed Schmutz, Rubel engaged family and friends as taste testers, leading to unexpected uses beyond the conventional plate. Some enjoyed it on grilled cheese sandwiches, while others found it paired beautifully with ice cream. This versatility highlighted its potential to be embraced by individuals outside the Jewish community. Focusing on creating a spreadable texture was crucial in its development. Unlike traditional chunky haroset, Schmutz is designed to resemble a thick applesauce but packs a satisfying crunch, making it perfect for various pairings—sweet or savory.
Currently, Schmutz is available in two distinct varieties: Apple Walnut, a nod to the traditional Ashkenazi recipe, and Fig Hazelnut, inspired by Italian flavors. Aligning with Rubel’s mission of simplicity, Schmutz contains just three ingredients—apples, nuts, and spices—without preservatives or artificial additives. This commitment to quality resonates with health-conscious consumers and those seeking genuine culinary experiences.
The launch of Schmutz reflects a larger movement within the Jewish community towards the reinterpretation and rejuvenation of traditional foods. Jeffrey Yoskowitz, co-founder of The Gefilteria, emphasizes this revival, especially following the decline of Jewish delis. The newer generation is increasingly inclined to explore their culinary heritage, marrying traditional recipes with contemporary twists. Yoskowitz elucidates that dishes once solely associated with holidays, like matzo balls, have broken free from their seasonal confines, making room for innovation. Schmutz similarly invites a reevaluation of haroset, suggesting that it can—and should—be enjoyed beyond its traditional appearances at Passover seders.
Rubel’s approach resonates deeply with this shift. He envisions Schmutz as more than just a product; it’s an opportunity to reconnect with Jewish food culture daily. With no built-in staff or external investors, Rubel emphasizes that Schmutz is a labor of love derived from his passion for food and community. He humorously describes funding it as “close to his bar mitzvah money,” underscoring the deeply personal nature of the endeavor.
Ultimately, Schmutz serves as a delicious vessel through which Rubel showcases the complexity and beauty of Jewish culinary traditions. With Rosh Hashanah on the horizon, the application of Schmutz doesn’t just enhance the celebratory feast; it reinforces the theme of sweet beginnings and shared community experiences. As Rubel affirms, “Rosh Hashanah is all about apples,” and with Schmutz, he brings a vibrant, flavorful interpretation that invites everyone—Jewish and non-Jewish alike—to participate in this moment of unity and celebration. In a world where culinary landscapes are ever-evolving, Schmutz reminds us of the enduring power of food to connect, nourish, and inspire.
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