Assemblyman Sheldon Silver and Manhattan borough president Scott Stringer are holding a press conference at Russ & Daughters right now to praise the store for joining a program that takes used cooking oil from restaurants and converts it into clean-burning biodiesel fuel. But the do-goodism might get overshadowed. See, Heeb magazine is upset that during a Martha Stewart show appearance, Russ honcho Josh Tupper threw the magazines namesake bagel sandwich, the Heeb, under the bus by calling it the Heebster and explaining to Martha, Heebster means nothing. Just kind of hipster. Sort of old school and hipster. We made it up. Actually, Heebs editor, Joshua Neuman, is the one who created and named the combination of whitefish, baked salmon salad, and horseradish cream cheese (trust us its an acquired taste), and hes outraged that Tupper took such pains not to offend Marthas audience.
Martha Stewarts power is the power of WASP respectability. I dont blame Tupper for wanting to keep a time-honored family business alive under the most brutal economic conditions in recent memory. I blame him for not being more self-conscious about the larger significance of his actions. Changing a name to fit in with the WASPs is an embarassing chapter in our cultural history.
Were not sure wed take it as far as Neuman did, but this certainly seems to be a shmear on Russs record especially since theyre now promoting the Super Heebster on their home page. This gets us to wondering: Would Hallo Berlin take pains to fudge the name of its Fuhrer special if it went on The View?