How two coffee mavens brewed up a Passover tradition

The Haggadah, the book at the center of the Jewish holiday of Passover, has quite a story to tell: the epic Exodus narrative of God delivering the Israelites from slavery in Egypt.

But one of the most popular versions in America, the Maxwell House Haggadah, tells another story, too. It’s the story of how a Jewish advertiser and a Southern coffee company teamed up, hoping to boost sales – and wound up creating a new Passover tradition that’s lasted nearly a century.

It’s a testament to the often-overlooked role marketing has in our lives, even in religion, writes scholar Kerri Steinberg. But this slim book is also a reminder of how deeply tradition and innovation have been interwoven in the history of American Judaism – as is true of Judaism itself.

For those who celebrate, happy Pesach! And for those who don’t, enjoy sipping your coffee this weekend with a slice of history.

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