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 Phone: 642-5575 Daily 10:00-5:30 Thurs. 10:00-7:00 Sat. 10:00-3:00 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