As Jewish communities come together to celebrate Rosh Hashanah, the symbolism of apples and honey takes center stage. These ingredients are not just culinary staples; they represent the hopes for a sweet year ahead. Traditionally, many Jewish households prepare haroset, a mixture often made from apples, nuts, and wine, particularly during the Passover seder. However, Michael Rubel, a New York-based entrepreneur, is adding a twist to this age-old ritual with the introduction of Schmutz: a versatile, modern take on haroset that aims to be enjoyed year-round, not just during religious observances.
The Brainchild of Cultural Intertwining
Rubel’s journey to creating Schmutz is deeply rooted in his experiences navigating diverse Jewish cultures throughout his childhood. Having lived in Maine, Kansas City, Dallas, and eventually studying in Massachusetts, Rubel encountered varying degrees of Jewish representation. These experiences sparked an ongoing fascination with how Jewish communities worldwide have created unique yet unifying dishes amidst their diverse backgrounds. His successful career in consumer packaged goods (CPG) further inspired him to launch his brand, with haroset serving as a focal point of his culinary reminiscences.
“I found great joy in the haroset my mother made, following an Ashkenazi recipe full of apples, walnuts, and a dash of cinnamon,” Rubel fondly recalls. The visceral connection to food and family is a nostalgic thread that transcends generations, pushing Rubel to explore other cultures‘ interpretations of this cherished dish. “Each community adds its unique spin,” he notes, highlighting variations from Jamaica, which uses peanuts, to the peculiar variations from Venice involving chestnuts.
The ethos behind Schmutz goes beyond simply providing a new culinary option; it aims to intertwine cultural narratives through food. Rubel’s experimentation in the kitchen brought forth unexpected flavors and textures, deriving inspiration from a Kurdish recipe rich in hazelnuts and blackcurrants. “This was a revelation that allowed me to see haroset through a new lens,” he admits. The concept of this spreadable haroset came alive as he began testing with family and friends, ultimately leading to the launch of Schmutz in April 2023.
One of Rubel’s primary goals was to create a highly spreadable version of haroset that could shine in both sweet and savory contexts. “I envisioned it as a culinary companion that could enhance numerous dishes,” he explains. His dedication to achieving a unique texture led him to focus on creating a delightful crunch combined with a spice-forward flavor profile. Currently, Schmutz is available in two varieties: the classic Apple Walnut and a modern Italian twist featuring Fig Hazelnut.
While schmetz is indeed rooted in rich traditions, it boldly challenges the notion that haroset should only be appreciated during Passover. Rubel himself enjoys consuming it straight from the jar, focusing on its versatility beyond the holiday context. He collaborates with The Gefilteria, a company dedicated to enhancing the presence of Ashkenazi Jewish cuisine. Co-founder Jeffrey Yoskowitz observes that we are currently experiencing a renaissance of Jewish culinary traditions, spurred by a new generation of food enthusiasts eager to reinvigorate their cultural cuisines.
“It’s intriguing how the perception of what constitutes Jewish food is evolving,” Yoskowitz states. Items like matzo balls, traditionally reserved for Passover, are now enjoyed year-round, illustrating a broader acceptance of various Jewish foods. Rubel’s philosophy mirrors this shift, and he encourages individuals to embrace Jewish culinary traditions in their daily lives.
What Schmutz signifies is not merely marketing a new product; it’s indicative of how food connects history, culture, and personal memories. „Schmutz presents an opportunity to rethink how we engage with our cultural heritage,” Rubel explains. Celebrating Jewish food does not have to be limited to specific occasions; instead, it should be a routine, interwoven into the fabric of everyday life.
The future of Schmutz looks promising, fueled by Rubel’s passion and the support of his community. As Rosh Hashanah approaches, Rubel remains committed to empowering people to create and enjoy Jewish cuisine widely and inclusively. The seamless integration of tradition and innovation embodied in Schmutz heralds a new era in how Jewish food can be experienced and appreciated. By savoring this unique spread, one can not only embrace the tastes of their heritage but also continue to mold and redefine it for future generations.
Napsat komentář