10/16/2026
Have you ever heard of a horseradish beauty pageant? This World Food Day, let's take a look at the history of Gold's horseradish, and some of the interesting marketing tactics they used to turn Gold's into a Jewish staple!
In 1932, in a small Brooklyn apartment, Hyman and Tillie Gold revolutionized Jewish food with their creation of "Gold's Horseradish"- grated, jarred, and packaged to perfection. As recent immigrants, the Golds knew that their product would be of interest to the Jewish community. Horseradish is traditionally used on Passover to represent the maror (bitter herb) on the seder plate. For families celebrating the holiday, pre-prepared horseradish meant avoiding the grating of the vegetable and the odor that stung their eyes. Instead, they could buy Gold's.
Gold's quickly expanded into new markets with a wide array of products. A strong believer that advertising was key, Hyman Gold brought signs and window decals for store owners to display. They even sponsored a beauty pageant in the early 1950's to get the word out about the company - Ms. Horseradish Honey is pictured above with Hyman and Tillie's son, Manny Gold!
Learn more about these objects by exploring Collections Online: https://mjhnyc.emuseum.com/objects/17464/manny-gold-of-gold-pure-food-products-co-and-miss-horser?ctx=f8b096d7c5fa7a51f9f80d13b7416aab4a348972&idx=0
Credits:
Manny Gold (of Gold Pure Food Products Co.) and "Miss Horseradish Honey", c. 1961, New York City, United States of America. Gift of Gold Pure Food Products Company, Inc., 325.91
Advertisement (repro) for Gold's Borscht, "Go ahead! Be a beet-nik...", c. 1955, New York City, United States of America. Gift of Gold Pure Food Products Company, Inc., 317.91
Label for Gold's Pure Homemade Horseradish, 1932, New York City, United States of America. Gift of Gold Pure Food Products Company, Inc., 304.91
Decal for Gold's Borscht and Gold's Schav, 1949, New York City, United States of America. Gift of Gold Pure Food Products Company, Inc., 311.91.1-3
Gold's food products display at a food show, c. 1955, New York City, United States of America. Gift of Gold Pure Food Products Company, Inc., 320.91