Today’s guest is Gary Minkoff, founder (with his cousin) of Grandma’s Original Cheesecake. I am honored to have Gary answer some questions about his delicious cheesecake.

1) How did you get started in cheesecake business? My cousin had the idea years ago to shop, cook and bake with our grandmother–Clara Rothschild. This enabled him to do a couple of things…explore a new dimension of “traditional” cooking, while enjoying hours of quality time with our Grandma Clara. That was a priceless experience which I know he treasures. She sensed that he might want to commercialize her recipes and provided some gentle encouragement.

After Grandma passed away, Fred showed me that he had completed some solid market research/taste testing that suggested the product could be successful. I was not only impressed by what he had done, but as we have gone from idea to an actual product that we sell, so many of our friends, suppliers and technical experts have been enthusiastically supportive. We had some “fits and starts” but we created a business plan and now that we have launched, we are working hard to implement our plan-with adjustments as we progress.

2) Who is Grandma Clara and why should we eat her cheesecake? My mother and my cousin Fred’s father were siblings. Clara Rothschild was their mother, and she brought this cheesecake recipe with her from Eastern Europe (Prussia is where she was lived. She hiked across Europe c. 1914 (?) with her sisters to escape the Tsar), apparently her grandparents’ recipe… We think the best reason to eat it is because it is a uniquely delicious treat.

It’s novel–we do not use any of the cheeses typically found in today’s cheesecake, It has a crunch in the crust and it can be eaten warm or cold. It also has the unusual combination of pineapple and raisins—so it has a great deal of flavor and texture—but no particular flavor is dominant. Because it’s so different from existing cheesecakes, our slogan is “You’ve never had cheesecake like this!” We’re biased of course, but most people who have tried it love our cheesecake.

We have also received a certification from the NJ Division of Agriculture to use the “Made with Jersey Fresh Milk” label on the cake, because our cheese is made to our specifications using milk from NJ dairies. It’s important to us to support the NJ economy-by sourcing as many of ingredients as possibly locally. We think that is consistent with the tradition of this recipe; 200 years ago, our great, great grandparents used ingredients they could get in/around their community, so to the extent practice, we like the fact that locally sourcing ingredients is part of the tradition of this cake.

Last–people enjoy the nostalgic experience of food that dates back generations–everyone has a story they share about their own family’s recipes when they taste this cake. In many respects, we think this in whatever form we serve this cheesecake–that it’s evocative–it’s a conversation piece-so it combines a delicious treat with a social experience.

Using Grandma’s recipe, we created a “cheesecake single”, so that people can enjoy this traditional recipe —packaged in a modern, convenient serving—without worrying about having a large (the original recipe yields a 5lb cake) tray of cake leftover. We are refining our product line to include a cake in that original size, as well as a cake of about 2-3 lbs that will serve about 4-6, and a “party pack” size with 20 slices. We also have ideas for different flavors, to enhance the traditional recipe; we will introduce them soon.

3) How can we get some of this delicious cheesecake? It’s available at the Highland Park Farmer’s Market for the next 3 weeks; this weekend at the East Coast Food and Wine Festival. Dairy Deluxe at 811 Raritan Avenue may still have a limited supply.
We are in discussions with other farmer’s markets, and have begun approaching specialty/gourmet food stores, caterers and restaurants about carrying our cake. We are also building a website. People can go to our Grandma Clara’s Original page on Facebook, and we will keep them updated.

4) What do you do when you are not selling (or eating) cheesecake? You mean there is time for something other than cheesecake? I own a business that consults to sales and marketing organizations, and teach various professional development courses at Rutgers. Fred is a Chef and caterer, with years of experience in food service.

5) Kashrut? Our cheesecake is certified kosher by the Kof K. It is a dairy product.

On another local topic, fireworks finally return. On July 3, residents in Highland Park and New Brunswick will come together to celebrate Independence Day in Donaldson Park in Highland Park. For the last few years, residents in both Highland Park and New Brunswick have foregone a local fireworks celebration because of construction in Boyd Park and Route 18 in New Brunswick. The construction project is complete, but because Boyd Park is smaller now, there is not enough room to support a fireworks show, said Mike Blackwell, superintendent of recreation for New Brunswick. So the fireworks will be shot from Donaldson Park at the bottom of Second and Third Avenues in Highland Park.

So, since this is soon after Shabbat is over, the question asked will be: “Is it permissible to make havdalah on fireworks?”

Batya Medad lives in Shiloh, Israel and writes Shiloh Musings and Me-ander. She has written about helping with shiva, making shiva calls and managing a shiva house on her blogs, so I asked her if she would answer a few questions for mine. Batya is also the manager for the Kosher Cooking Carnival, and she is always looking for new hosts.

How does it get decided in your community who will set up a shiva house?  Food, chairs, mirrors?
Generally the family’s close friends come in a “take charge” when they hear that the entire family is sitting shiva.  Unfortunately, we’ve had quite a few cases due to murderous terror attacks, or death of a parent or child from illness or accident.  When a non-shiva sitting relative comes to help, they generally thankfully accept the community’s help and work together.
In those cases when the entire family is sitting, we make up two sets of “help” charts, meals for the mourners and “shifts” so a person (or two) to be there at all times, from early in the morning until bedtime.

In our community, a chesed committee affiliated with the shul often helps with arranging the shiva.  Does it work differently in different communities in Israel?
I only know what happens here in Shiloh, but my guess is that most communities do something similar, sometimes more and sometimes less.  When the son of a friend in Jerusalem was killed in an accident, I got the impression that their friends were helping out, just the way we do.

In Israel, shuls aren’t always as community minded as abroad.  Each shul and community are different.  Here our shuls are neighborhood and “eidah,” like Ashkenaz or Yemenite, while friendships are more across the board. Some north African Jews serve festive meals through the shiva or just the last night (Leora’s note: we went to a shiva recently in Highland Park of Jews originally from north Africa where a festive meal was served on the last night), and that community helps each other more with the special foods. 

What kind of difficult situations have you come across in trying to help out with shiva?
“difficult?”  I’ve never sat shiva, so I don’t know what it’s like to be on that side.  May my parents live to a 120, the same for my husband and children.  Helping mourners must certainly be less “difficult” than being one, but…

I’m the type who isn’t comfortable doing anything in someone else’s kitchen, but when helping in a mourner’s home, that’s what I have to do.  Since my kids are grown, I’ve taken “early shift” many times and frequently I have “first morning.”  After the unpleasant sampling salt when looking for sugar and being terrified of traifing (making non-kosher) up someone’s kitchen, the first thing I do is look for someone who isn’t of the shiva but close to the family and we try to label the kitchen.  I once cut out “meat” and “dairy” out of contac paper and pasted the labels on each side of the kitchen cabinets.  If a stranger ever has to help, at least there are easy clues.

A mourning youngster who can’t sit still, under Bar/Bat Mitzvah but old enough to know the kitchen is sometimes perfect for helping with the labeling. 
 
Generally mourners have a few hours or even a couple of days between notification and burial.  You can check with a rabbi, but labeling the kitchen may be just the task for someone in hyper-mode desperate for something to do.  Another, very different, advice for the mourner is make sure that the clothing you’ll be wearing for “kriya,” ritual ripping, can be ripped.  Lycra/polyester isn’t a good idea.  Some knit fabrics are too strong and don’t cut easily.  In Israel the custom is real ripping of the clothing.  Layered outfits are good.  Many women use a safety pin to preserve modesty after the ripping. In Israel it’s not customary to wear black, nor suits to funerals.  We don’t dress up like for a church service.  Yes, black isn’t a Jewish custom.  I once had one of those tragi-comic experiences trying to make the cut in a friend’s outfit.  I was afraid I’d stab her, since the cloth was so strong.  Female mourners shouldn’t wear skirts that will ride up when sitting, not very comfortable or modest.  Long and loose are best, so you don’t have to worry about what shows or keeping your knees together.

Can you give advice to someone who wants to help?

• There should be one person in charge to coordinate. 
• Ask the mourners about food preferences, diet, allergy, kashrut supervision etc.  Do they want a rest break in the middle of the day?  When will bedtime be?  When will pre-Shabbat Mincha and other davening (prayer) times?  At what time to close before Shabbat?
• If the community has an email list, publicize the schedule plus name and number of those who are in charge of food and help. 
• Have a sign up of davening, rest and bedtime on the door. (Leora’s note: One can post the visiting times on the front door – this is what my father did recently when he sat shiva for his brother, and it helped him out a lot).
• Keep a running shopping list and have a person in charge of shopping daily, marking off what has already been bought.  Clarify payment with the family or any charity fund.
• Request that whenever possible food be brought in disposable pans.  It’s a nightmare to return things.  If not disposable, then make sure pans are labeled, meat, dairy, parve and name of owner.
• Make sure the family eats and drinks and takes medicine.  A diabetic friend dropped dead of a heart attack about a week after getting up from sitting shiva for a sister.
• When there are young children, it’s permitted to launder their clothes etc.  Find out what their rabbi says.

We don’t serve the morning minyan. I was horrified when a friend returned from the states after sitting shiva for a parent and discovered that he was supposed to wine and dine the men who showed up in the morning. Halachikly that’s forbidden. Mourners are supposed to be cared for not run restaurant services.

In Israel it’s common to set up outdoor “mourning tents” or shade for extra space. 

If you’re the relative running shiva, like when I ran it for my husband and his sister both times they sat, you can ask for help of the community if needed.  When their mother died, very unexpectedly, the funeral was a Thursday or Friday and I welcomed the community’s offering of food.  There was just too much for me to do to get the house ready for everyone who would be over for Shabbat.  Never be shy about asking for help.  It’s a mitzvah to help a mourner and many people are willing when they know you need some assistance.

Read more about shiva on Batya’s posts on this topic:

• http://shilohmusings.blogspot.com/2008/10/jewish-mourning.html
  Basic rules about Jewish mourning
• http://shilohmusings.blogspot.com/2008/09/getting-up-from-shiva-jewish-mourning.html
  About getting up from shiva – when it is over
• http://shilohmusings.blogspot.com/2008/03/adar-when-everythings-upside-down.html
  About a funeral and shiva for a teenage terror victim – so sad
• http://me-ander.blogspot.com/2010/06/different-shiva-jewish-mourning-customs.html
  A simple Ashkenazi shiva in Jerusalem
• http://me-ander.blogspot.com/2009/09/morning-shift-again.htmlTaking care of a Sephardic family and the custom of Sephardim to make a blessing at a shiva call

•  •  •

Feel free to ask questions in the comments. I will make sure Batya gets the question.

See also How to Pay a Shiva Call: A Guide for non-Jews, non-observant Jews, and anyone else who wants to learn the laws of shiva.

I met Ruchama King Feuerman years ago, a little bit after I met my husband. In fact, I met her husband a few minutes before I met my husband (they are friends). Even though we both live in New Jersey, we are in two different communities, and we haven’t seen each other much in the past very-busy-with-family years. It is great to reconnect with this interview.

1. Your first novel was published by St. Martin’s Press. Did you have a secular audience in mind in writing your book?

Yes I did. It was an artistic and spiritual challenge – could I make the religious world — my world — accessible and compelling to unaffiliated Jews and to non-Jews. For a religious novelist, it’s a gossamer thin line, what to reveal, what to conceal, what’s the fine balance between reverence and irreverence, the artist and the yid. I wanted real flesh and blood characters, lovable, hate-able, characters with a yetzer hara and a yetzer tov*, the complexity that is our due. Much of the secular fiction I’d read about religious Jews only knew how to capture the yetzer hara.

2. When the matchmakers in “Seven Blessings” (who are predominantly women) collude to blacklist a particularly inflexible male character, are you playing out a fantasy of female power over the male who usually gets to hold the cards in the shidduch business, or is there a real basis for this episode?

Yes, there is a basis. An old roommate told me about a guy who kept turning away great young women, always citing some minor reason. Finally, the matchmaker came up with someone who met his entire list of qualifications. They dated, he agreed she fit the bill, and yet he still said no. At that point the matchmaker contacted all the other matchmakers in his circle, and together they refused to set him up. After a few months he called the young woman he’d rejected, they dated some more, and got married. I never forgot that story. It may have taken place somewhere in Canada but I can’t vouch for it.

3. Your recent anthology, “Everyone’s Got a Story” (Judaica Press) is a DIY writer’s manual and showcases the writing of your students. How do you get their stories to come out?

It’s a multi-layered, many-pronged effort. I poke from all sides. First, expose them to high-level writing. Then I trick my students into writing. Bring them to a point where they don’t care how awful they sound. That’s when the best stuff comes out. Then I do the opposite — break down the process into components, bite-size attainable bits. There’s the craft and there’s the unconscious. I try not to ignore either. In the end, though, the stories come out when the writer realizes she’s on a journey. With me, with her work, with her inner process. Many of my students have stayed with me for years. People are engaged in some kind of journey with themselves. It’s not as if they’re trying to learn how to fix the radio or carburetor. They’re tending a garden. They’re arranging for a dance of the imagination.

4. You’ve experienced the Jewish life both in Israel and USA – any events or people who had influenced you and your work?

In Israel, where I lived for ten years, I kept meeting amazing Jews – each one a novel. In Jerusalem, I guess you could say I caught the holiness bug. Not the ethereal, rays-of-light-shining-down kind, but what’s rooted in nitty gritty, everyday living. I kept bumping into the holy and ridiculous. This was a world I had to recreate.

I also was lucky to have as my teacher the acclaimed author, Alan Hoffman, who was writing from a place of great knowledge of Judaism and the Torah world with a very fresh sensibility. He definitely influenced me.

As for the matchmaking topic in Seven Blessings, I lived in the home of a famous matchmaker for two years. She was an outrageous lady, nothing like the more tame matchmakers who appear in my novel. Sometimes, you have to tone down reality to make it believable.

5) How do you balance family and writing?
Who says I do?

6) Have you used social media (Facebook, blog, Twitter, YouTube) to promote your writing?
I just started on Facebook to promote my workshops. Soon I’ll get to the books I hope. This part is challenging for me. I’ll probably be asking for your services any day now.

7) What advice would you give to other writers about marketing, publishing or publicity?
Find the medium that’s comfortable for you to build a writer community for yourself. Writers need people who will encourage them, give feedback, recommend their agent, suggest a class, be generous with their contacts, and spread the word when their book comes out. Use all the tools that are out there. There’s something for everyone.

(These questions and answers are a compilation of interviews from Ariella Brown from Kallah Magazine, Nellie Shulman from Booknik Russia, Leora Wenger, and Carol Ungar from the Jerusalem Post)

For more information, visit Ruchama King MFA on Facebook.

*yetzer hara and yetzer tov = evil and good impulses

   
I “met” Lisa when she friended me on Facebook. I took a look at her art both on Facebook and on her blog, and I thought, these are wonderful paintings! What a treasure to find in New Jersey. Here are a few questions she graciously answered for this blog:

1) When did you realize you wanted to be an artist?

When I was 9 yrs old. I went to my first summer art camp program at Rhode Island School of Design (RISD). Oh I remember it so vividly. I overheard my teacher tell my mother not to worry because when I am older I will be able to “see” more. (I was the youngest in the class). That day, I forced myself to “see” more and painted a house with every detailed shingle on the roof. That painting won an award at the end of the summer. The president of RISD approached my mother to purchase the painting, but she declined. To this day, I challenge myself to look more than I think I know. I challenge myself everyday to paint better than yesterday. Little did I know at nine I “caught the creative bug” that has since fueled me for 44 years!

Thankfully, I have the painting on my bedroom wall. Every morning, it reminds me why I am an artist.

2) How have you used social media (Facebook, blog, Twitter) to promote your art?
I post on blog, twitter and facebook regularly so I can keep my collectors and followers current on new paintings (sometimes still wet on the easel), news and upcoming exhibitions. Also, it’s a great way for followers to join in on the conversation, especially on Facebook. Posting my next exhibition, 9th annual Spring Open Studio on Facebook helps spread the word virally. I still send out postcards to my list and press releases to periodicals. It all works together!

3) What advice would you give to other artists about marketing?
Network.

4) What is your favorite part of being an artist?
Seeing magic happen.

5) Where do you look for inspiration?
Flowers and gardens. I think I was a fairy in my past life. :0)

For more on Lisa, visit:
blog: http://floralpaintings.blogspot.com
facebook: http://www.facebook.com/lisapalombostudios
twitter: http://twitter.com/lisapalomboart
website: http://www.lisapalombo.com

Her next event: Spring Open Studio, May 1 & 2 (12-5pm) 55 Mountain Ave., Caldwell, NJ
  

I am pleased to introduce Zev and Leslie Rosenberg of Raritan Air Water Power Service. This is part of a series of guest interviews with small business owners in New Jersey. For a past interview, see Interview with NJ Playgrounds.

I previously wrote about Raritan Air Water Power in this post called Say Thank You – a trait the Rosenbergs do well! I got to know the Rosenbergs when our sons were in the same Cub Scout pack.

When did you start your business? We started our heating and air conditioning company here in February 2005. However, we were in business for a number of years when we lived in Potomac, MD. Zev has been in this field for 30 years.

How do you market your business? Currently we market mostly through word-of-mouth. We also send customers reminders about preventative maintenance that should be done in the winter and spring. Being part of the Highland Park First Aid Squad discount card also brings in additional business and customers seem to appreciate the savings.

Customers are very interested in energy savings and we try to alert them to ways to save. There is tremendous opportunity in high efficiency equipment right now due to federal tax credits and utility rebates.

Have you used social media? We currently have a page on Facebook. Readers can become a fan of our page at Raritan Air Water Power Service. We give tips and reminders there on savings and ways to manage your home.

What are some ways a business can keep customers? The most important thing is 100% quality control. For us that means every job that we do the customer has to get a follow-up phone call asking them how things are going and if we met their expectations. Let’s face it, people have come to expect lousy service. When someone’s not happy with the service they’ve received they are likely to go elsewhere, thinking it’s not worth the hassle. Occasionally we have to go back on a service call or installation. It makes the whole situation easier on the customer if we call them. I think people appreciate that you followed up even if they don’t have a problem. Most people are just shocked that once you get paid you even care! That is the biggest thing.

The second thing is to let people know that sometimes they have options of what they can do to repair their equipment. If they do have options, I like to present them and let people decide what best meets their needs.

Third, whenever I make any kind of suggestion on what needs to be repaired, I ask myself, “what would I do if this were my home or business.” I think people appreciate that you are trying to keep their perspective and or help them make decisions that are in their best interest.

Finally, in this current economic climate people need options for paying which is why we take credit cards.

How do you suggest dealing with a difficult customer? The first thing is that you have to establish realistic expectations and listen to what your customer is saying. We try and spell out for people exactly what we can and cannot do and what they should expect. Also you have to understand that not everybody wants what you have to offer. Many contractors will do anything to “get the job.” Because I live here I can’t offer to give someone less than what they need.

•   •   •

Thank you so much, Zev and Leslie, for this interview.

I jokingly told Leslie I was going to photograph one of our toilets, which Zev has fixed while checking our heating system or our air conditioning (he’s multi-talented), but instead I will show you their logo and phone number:

Do you have any questions for Zev or Leslie? Or if you would just like to cheer them on, please feel free to leave a comment.

Your Complete Guide to New Jersey Playgrounds

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I met Sheila of NJ Playgrounds via Twitter (she’s njplaygrounds), and I enjoyed her posts on parks and playgrounds here in New Jersey. She also introduced me to the Atahualpa theme for WordPress, one that I recommend if you want a dynamic theme that will do a lot without creating your own. I admire her for starting a website business while raising small children. Enjoy the interview, and please click on the screenshot at the top of the post to visit her site.

1) How did you get the idea for NJ Playgrounds?

It was simmering for a while. I wanted to find a good meeting place for a bunch of moms from Union County that were posting about a playdate and was surprised to see that the internet didn’t have good information on playgrounds in general. I knew that playground information is helpful for me as a new mom, and thought why not share it when I get it?

2) What did you do before you had kids?

I had graduated from Stevens Institute of Technology with a B.E. in Chemical Engineering, but never practiced engineering per se. I began a career in explosives trace detection involved in everything from product support, training, sales, evaluations, and then right before 9-11, I took the position as the FAA Program Manager. The following years were incredibly active and had to travel quite a bit. I’m glad I was able to do this even though it was so busy, I missed my husband but I was able to work with such great people and it really helped me grow personally and professionally.

3) How would you like to see NJ Playgrounds grow? What ideas do you have for your site?

Ultimately I’d like to see NJ Playgrounds take on a life of its own, and be community driven. Making it easy for people to contribute, but also make sure that the information is what people are looking for. I think that there can be too much information, and filtering it, making it easy for the reader is one of the things I’m focusing on next. One of my pet projects for this fall/winter is getting a summary of all NJ Indoor Playgrounds, play areas, storytimes, children museums in one page but easily categorized. It has started, and we’ve got some great feedback already. Also, just started a Pioneer of the month to highlight the efforts of one person or organization that has transformed their community in NJ. Change isn’t easy and we support those who take it on.

I’m also in discussion with another playground maven who does the paper version of NJ playgrounds. She is an amazing person so I’m hoping our focus and goals line up so we can partner together. As most people can relate, doing everything yourself can limit you, especially when you have your own limits with time and money. I’m hoping to branch out a bit. Some advertising dollars wouldn’t hurt either.

4) Can you give advice to someone who wants to start a blog or website?

Ask yourself some questions first, like

• Who is the blog for?
• Who is your audience?
• What is your purpose?
• Are you passionate about it? If yes, write it down, focus, and then let it rip.

It helps to take on something that fills a void. There is nothing wrong with the tons of blogs out there already, but if you do want to stand out, you may want to find a void in a specific area, chances are other people feel that void too. I always think about how will my blog/website service others? And it can be anything, laughter, information, support, music, art, tips…

Once you get the idea, then you can start looking at the mechanics of a blog. Get dreamhost or Godaddy for hosting and domain name, check out wordpress.org, download it and then I just follow @leoraw for my wordpress tips.

On a side note, I completely agree with Hannah’s assessment on WordPress, it truly has been a blessing. I get about 70% of my traffic via search engine. Can be a headache when you own your own site, but you have complete control. It’s been great.

5) Any comment on the slogan you sent to me:

“RaisingKids + Freelance/Website/Blogging = Sanity”

Although I’ve left my work identity behind, I do truly enjoy working with adults and freelancing/blogging has allowed me to kinda stay in touch with the working world. It has helped me stay sane, and as I take my kids to new places, it’s like a bonus that I can share it with others. Raising my kids comes first but offering something that is helpful to other moms makes me feel like I’m contributing to society.

6) What are some of your favorite posts/articles?

Although playground posts are pretty dry, I’ve enjoyed a few biggest and best- highlighting our favorites:

• Rockefeller Playground- experimenting w/ text on photos via picasa
• Land of Make Believe from Sue M, who guest-posted
• Indoor playgrounds featuring a map that is edited as people send me suggestions.

7) How has Twitter helped your blog/website?

It really has helped me branch out and although I don’t get much traffic from twitter per se I’ve been able to network and meet people who lead me to some solutions and advice. I met my playground twin in CA, OCPlayParks, who I still want to chat with soon. She’s done a similar thing with Orange County Parks, in CA and is quite an amazing person. I learned about the mapping program through her and her site.