The Finest Expressions
Of Love Come From . .
Passover food." (Eastern
European Jews traditionally
do not eat peas or beans dur-
ing Passover.) The elder Mr.
Jacobs suggested that Max-
well House coffee be certified
kosher for Passover in 1923,
which led to increased sales in
Jewish neighborhoods during
the holiday.
Joseph Jacobs pursued the
idea. "My father thought
that a haggadah compiled by
Orthodox rabbis and im-
printed with the Maxwell
House logo would make cof-
fee a legitimate Passover
item, one that would en-
courage the Jews who used
the free haggadot to buy
Maxwell House coffee,"
Richard Jacobs says.
And he was right on the
mark. Sales of Maxwell
House coffee soared during
Passover. The haggadah, im-
printed with advertising copy
and illustrations of the coffee,
was the first of its kind, and
the model for similar hag-
gadot distributed by other
food companies.
Except for two years dur-
ing World War II when paper
was scarce, the booklets have
been used as a sales premium
every Passover season since
1934. As a result, the Max-
well House Haggadah is be-
lieved to be the oldest
promotional item in continual
use in the history of modern
advertising.
Because of its historical
and cultural meaning for
millions of American Jewish
families, the haggadah has
been included in the perma-
nent collection of the Na-
tional Museum of American
Jewish History in Philadel-
phia, Pa.
Margo Bloom, museum dir-
ector, says, "We are documen-
ting the life of everyday
Jewish people. We don't want
to concentrate just on Jewish
celebrities and renowned
scholars. The Maxwell House
Haggadah is important be-
cause it was distributed by a
Christian corporation, and it
combines Jewish ritual with
American commercialism."
The haggadah was also in-
cluded in the 1990 exhibit,
"The Making of the Ameri-
can Jewish Home: 1870-
1950," at The Jewish Muse-
um in New York City. Accord-
ing to Dr. Jenna Weissman
Joselit, guest curator of the
exhibit, the Maxwell House
Haggadah has instant recog-
nition and is a "cultural icon
and a resonant text imbued
with memories of seders
past."
The original Maxwell
House haggadot were il-
lustrated with medieval
woodcuts and paintings by
Old Masters. ❑
JEWISH
vocational
9
8
A HISTORY
OF HELPING
available exclusively at
3
Esther Nenner came to the JVS Adult
Day Program in 1983, learning skills for
employment and daily living.
GEM / DIAMOND SPECIALIST
Established 1919
Formerly Norman Allan and Son
AWARDED CERTIFICATE BY GIA IN GRADING 8 EVALUATION
30400 TELEGRAPH RD., BIRMINGHAM, MI 48010, SUITE 134
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14 your bathing suit divulges
your buigearmr CE NTRE
wEIEHT
As one of the first clients in the JVS Sup-
ported Employment Program, she was
placed at the Jewish Community Center as
a housekeeper in 1987. For three months, a
JVS job coach worked at her side, helping
her to learn the details of the job. As Esther's
skills and confidence grew, the job coach's
involvement lessened.
Today, Esther loves her job in the JCC
women's health club, and she earns com-
petitive wages. And like other JVS clients
with developmental disabilities, she re-
ceives a wide range of services to help her
reach her potential in work and life.
60% OFF on all programs!
(new clients only)
w/coupon
expires 4/5/91
737•3630
Since its founding in 1941, JVS has helped
thousands of people find success and
fulfillment in their working lives. Now, as we
celebrate our 50th anniversary, we invite
the entire community to share our pride in a
half-century of service.
JVS
Old Orchard Shopping Plaza
6575 Orchard Lake Rd.
W. Bloomfield
Peggy Solden RN-CH.T
Director
THE DETROIT JEWISH NEWS
37