This past Saturday – January 28 – was Holocaust Remembrance Day. And the biggest way you can taste Jewish survival is to eat an American matzoh cracker. The taste of American matzoh is THE taste of survival of a people who were attempted to be categorically eliminated from Earth by a fascist European dictatorship. American Matzoh is a story and symbol of that survival.
A bit more than half a century ago there were the big four families who had built the American matzoh empire – Manischewitz, Streit, Horowitz-Margareten , and Goodman. And by then, they were all in the New York/New Jersey area. But if it wasn’t for a poor Lithuanian Jewish immigrant rabbi – Dov Behr Manischewitz – who settled in Cincinnati and founded the company in 1888, there wouldn’t be a matzoh empire. It is said that Manischewitz did for matzoh what Ford did for the automobile. They are the OG of machine-made, rectangular American matzoh. Dov took it from a circular hand made ritual unleavened bread to a producible semi-automated rectangular commodity. And unfortunately today, only one of the four families – Streit – is still running the company of their name. They are going into the fourth generation. There’s a great documentary about them on Netflix worth watching called “Streit’s: Matzo and the American Dream.”
Even more interesting is that in the second generation, one family, the Gross family, married into three of the four big matzoh families. Aaron Gross married Muriel Streit, daughter of Streit founder Aron Streit. Aaron Gross’ brother Herman married Natalie Manischewitz, and a third Gross brother married into the Horowitz-Magareten family. Imagine the competition as to whose matzoh would be the headliner at a family bar mitzvah or seder meal.
Manischewitz moved their operations from Cincinnati to Jersey City in 1932, starting a kosher food empire bigger than just matzoh and building an international market for matzoh. It included cheap sweet ritual wine that would morph outside the Kosher market and be led by Mad Dog 20/20, originally a Jewish Kosher Passover wine. Manischewitz sold out to a venture capital company in 1999 which later bought the Goodman and Horowitz-Margareten brands, making Streit the last family holdout.
Above image: Aaron Gross, grandson of founder of Streit.
Streits was founded in 1915 by Aron Streit, an Austrian-Jewish immigrant who settled in Manhatten’s Lower East Side.
Above Image: Regina Margareten
Regina Margareten, the maven of the Margaretan-Horowitz brand was born in Balbona (Miskolcz), Hungary, in1863. She came to America as a young bride in 1883, with her husband, Ignatz Margareten, and her parents, Jacob and Mirel Chayah (Mary) (Brunner) Horowitz. They baked matza for themselves the first Passover they were in the United States, and within a few years the matzah business became their sole occupation. The small family business grew to a company that grossed a million dollars in 1931 and used forty-five thousand barrels of flour in 1932.
Above image: August Goodman
Goodman’s was founded in 1865 in Philadelphia, by Augustus Gutkind, a round matzoh maker from small Prussian Polish town Filehne, Germany., now Wielen, Poland. There Gutkind’s grandmother was known as Chanah, the Matzoh Maker. Before starting the business, Gutkind worked for a cracker bakery in Washington that travelled with Union Soldiers to make their hard tack rations. His first Philadelpha business was a combination ice cream and pastry shop, and during Passover, they baked round Berliner tea matzoh in addition to Passover matzoh. In 1883 lured by the large New York City Jewish market, they moved to New York City and took up the machine oven made rectangular matzoh Dov Manischewitz had pioneered. But they kept their traditional round product in their Round Tea Matzohs. They were famous for their pasta business, which specialized in egg barley, called in Yiddish farfel, and transforming the Ashkenazi Jewish dish kasha varnischkes (buckwheat groats and egg noodles) into kasha with bowtie pasta.
The funny thing was that when Dov Manischewitz opened his Cincinnati matzoh factory, it wasn’t yet Kosher-for-Passover. Rabbis argued if machine made matzoh could be considered Kosher. So he had a lot of non-Jewish crossover customers. Cincinnati was one of the predominant transportation hubs heading West. Pioneer homesteaders in covered wagons would load up on matzo because bread would spoil but the matzoh would last a long time. They would later set up the operation with a Mashgiach, or rabbinical supervisor, to make sure equipment was clean and the end product Kosher.
The new slogan for matzoh could be : Matzoh – It’s Not Just for Passover anymore. In 2013 $90 million of matzo was sold in the United States, according to Menachem Lubinsky, editor of KosherToday.com. Lubinsky said that sales had been steadily increasing, thanks to a growing number of non -Jews who attend Seders. President Obama participated in the first White House Seder. And Instagram food influencers have been showcasing matzoh for things outside of ritual, like s’mores and other non Kosher applications.
During the early 20th century, Streit, Horowitz-Margareten and Goodman’s Matzo served the booming Jewish population on the Lower East Side, while Manischewitz served the growing reform Jewish population of Cincinnati and the surrounding Midwest. Although the brands still exist, their parent company is Manischewitz and the products are now made in Newark.
Streit’s was until 2015, the lone New York City holdout. The matzo was cooked in Manhattan and trucked to Moonachie three times a day. Streit’s co-owner, Aaron Gross said that company’s vintage convection ovens and New York City tap water added magic to the matzo. They made the difficult decision to close the last Manhattan matzoh factory and build a new robot-automated facility in New Jersey.
Today there is a lot of competition from overseas importers of cheaper matzoh makers, but they don’t have that American matzoh flavor, say the Streit family owners. And, it all started in Cincinnati. You’re welcome America!