Skip To Content
Get Our Newsletter

Support the Forward

Funded by readers like you DonateSubscribe

Selling Brooklyn Bagels To An Indian Chief

The Brooklyn Bagel Bakery was founded in Los Angeles in 1953 by Brooklyn transplant Seymour Friedman, whose son, Richard, took over the business in 1981, and ran the bakery until his retirement in 2015.

The ad above illustrates the bakery’s strategy, early in its history, of attempting to appeal to non-Jewish consumers. Today it hangs on the office wall of Friedman’s grandson, Jason Turbow, author of “Dynastic, Bombastic, Fantastic: Reggie, Rollie, Catfish and Charlie Finley’s Swingin’ A’s,” released last year by Houghton Mifflin Harcourt.

Turbow points out that the majority of the Brooklyn Bagel’s signage did not involve Native Americans.

Liza Schoenfein is food editor of the Forward. Contact her at or on Twitter, @LifeDeathDinner




Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free under an Attribution-Non Commercial-No Derivatives Creative Commons license as long as you follow our republishing guidelines, which require that you credit the Foward and retain our pixel. See our full guidelines for more information.

To republish, copy the HTML, which includes our tracking pixel, all paragraph styles and hyperlinks, the author byline, images, and credit to the Foward. Have questions? Please email us at

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.