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Babka Bailout Powers Through Antisemitism with Truth, Earnesty, and Taste

Michal Prevor is a business owner, Heschel parent, and babka maestro. Mrs. Prevor started Babka Bailout during the height of COVID-19 when her housekeeper, Carmen, lost clients and was struggling to maintain income. Prevor began selling her homemade babka, hoping to help Carmen get back on her feet. After a few bake sales, Babka Bailout was born. Following  a year in business, she opened a physical store in Jersey City. It was also featured in Manhattan’s Holiday Markets earlier this year, with Carmen in the position of head baker since the beginning. 

Earlier this year, Babka Bailout was the target of antisemitic comments by The Cottage, a restaurant and coffee shop, also located in Jersey City. Notably, the first of these comments were made before the October 7th attacks on Israel. Specifically directed at Mrs. Prevor, The Cottage accused her of opposing Palestinian aid and using her housekeeper to garner sympathy and attention. 

Prevor and the rest of the Babka Bailout team were confused upon discovering The Cottage’s accusations. Prevor said in an interview, “[Carmen] has a good full-time job, she’s very happy. If you knew anything about my business, you would know this. Anyone that comes into my store, Carmen is always there…she’s the one baking all the babka, she’s like my partner.” Prevor chose not to publicize the dispute, knowing that it would be better not to stoop to The Cottage’s level by retaliating. However, after October 7th, The Cottage doubled down, publicly attacking Mrs. Prevor and Babka Bailout on Instagram and accusing Mrs. Prevor of donating to associations with the goal of denying Palestinian children aid.

As a result, people began to give Babka Bailout hateful comments and negative online reviews. Police presence in the area was temporarily increased to reduce the risk of any sort of physical altercations.

However, The Cottage’s attempts to hurt Babka Bailout ended up having the opposite effect. Jersey City residents, Jewish and non-Jewish alike, rallied around the business, supporting it by visiting the store, leaving positive online reviews, and, of course, buying babkas.

For more information about Babka Bailout, check out their Instagram @babkabailout.

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