Tag Archives: Herzliya

Jews of the Week: Rose and Reuben Mattus

Rose and Reuben Mattus

Reuben Mattus (1912-1994) was born in Poland during World War I, which took his father’s life. He and his mother moved to New York when he was still a child. To make a living, the two worked at an ice cream parlour run by Mattus’ uncle, where ten-year old Reuben would squeeze lemons. By the time he finished high school, the family business was making chocolate ice cream bars and ice cream sandwiches, and sold them from a horse-drawn carriage. They opened up an ice cream factory in Brooklyn, where a young Rose Vesel (1916-2006) was hired to be a bookkeeper. Rose also immigrated with her Polish-Jewish family to New York as a five-year old. She first met Reuben on the streets of Brooklyn, and the two finally married in 1936. Two decades later, the couple decided to open up a new ice cream company. This ice cream would be richer and thicker, made with natural ingredients and butterfat as opposed to the artificial ingredients commonly used by other ice cream makers at the time. Since foreign-sounding names typically market better, Reuben came up with the Danish-sounding “Häagen-Dazs”, and put a map of Denmark on the logo. He did this as a tribute to Denmark, a country which strove to protect its Jews during the Holocaust. (The name “Häagen-Dazs” doesn’t actually mean anything in Danish!) While Reuben developed the recipes, Rose would sell the ice cream – initially by giving out free samples at supermarkets and universities, then catering to upscale restaurants. By 1973, Häagen-Dazs was the only ice cream being sold across the US, and opened its first official store just three years later. The Mattus’ sold the company for $70 million in 1983, but stayed on as consultants. Today, Häagen-Dazs is among the best-known ice cream brands in the world, and continues to operate ice cream shops all over the globe. (It still uses natural flavours and avoids using emulsifiers and artificial stabilizers like guar gum and carrageenan.) Reuben and Rose Mattus have been called the “Emperors of Ice Cream”, much like their fellow Jewish compatriots Baskin & Robbins and Ben & Jerry. Aside from ice cream, the Mattus’ were noted philanthropists, and strong supporters of Israel. They founded a school in Herzliya which still bears their name, and funded the construction of multiple settlements. They also financially supported the controversial Rabbi Meir Kahane, founder of the Jewish Defense League (JDL), as well as the Likud party. Rose Mattus sat on the board of the Zionist Organizations of America, and was reportedly a good friend of both Ariel Sharon and Benjamin Netanyahu. In 2004, she published a book detailing the incredible story of Häagen-Dazs.

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Words of the Week

It is better to have an Israel that everyone hates, than an Auschwitz that everyone loves.
– Rabbi Meir Kahane

Jews of the Week: Nathan, Benzion and Yoni Netanyahu

Nathan Mileikowsky (1879-1935) was born in what is now Belarus to an Orthodox Jewish family descended from the great Vilna Gaon. When he was ten, he joined the famous Volozhin yeshiva and after eight years of diligent study was ordained as a rabbi. During this time he became drawn to Zionism and soon dedicated his time to the Zionist cause. He traveled across Europe, Russia, and later the United States to raise support for Zionism – becoming one of the world’s most popular Zionist speakers – as well as to raise money for the Jewish National Fund. In 1920, Mileikowsky made aliyah to Israel. He headed a school in Rosh Pina, promoted settlement of the Galilee, and wrote articles for the Hebrew press – often under the pen name “Netanyahu”. He continued to tour globally, at one point giving over 700 lectures in under 9 months, and publishing some of these talks in a popular book. Towards the end of his life, Mileikowsky settled in Herzliya and established a farm.

Benzion Netanyahu

Benzion Netanyahu

His son, Benzion Mileikowsky (1910-2012), was born in Warsaw while Nathan was head of its Hebrew Gymnasium. Growing up in Israel, he adopted his father’s pen name “Netanyahu”. Benzion studied at the Hebrew University in Jerusalem, taking on a more hard-line approach to Zionism. He became editor of a number of Zionist newspapers, and later the chief editor of the Encyclopaedia Hebraica. In 1940, Benzion moved to New York to build American support for the Jewish state, serving as executive director of an American Zionist group. Later on, he became a professor of Judaic studies and medieval history at Cornell University. Benzion published five books on Jewish history, and edited a number of others. His three sons are: Iddo, a doctor and author; Benjamin, Israel’s current prime minister; and Yoni, the eldest son.

Last known photograph of Yoni Netanyahu

Last known photograph of Yoni Netanyahu

Yonatan “Yoni” Netanyahu (1946-1976) was born in New York, went to high school in Pennsylvania, and studied at Harvard. He first enlisted in the IDF in 1964, and fought in the Six-Day War, getting wounded while rescuing a soldier behind enemy lines. A few years later, he joined Israel’s special forces unit, Sayeret Matkal, and by 1972 became its deputy commander. For his heroic service during the 1973 Yom Kippur War he was awarded a distinguished medal. In 1976, now commander of Sayeret Matkal, Yoni led Operation Entebbe, successfully rescuing over 100 Israeli hostages held in Uganda. Sadly, Yoni was the mission’s sole casualty, and passed away during the flight back home. In 1980, his personal letters were published, and were described as a “remarkable work of literature”. Both a film and play have recently been made about his life.

Words of the Week

God treats a person the same way they treat their children.
– Rabbi Shlomo of Karlin