This Little Known New York Appetizing Shop Has Been Serving Traditional Smoked Fish For Over 35 Years

Jalapeno herring sits in the same case as pepper-crusted herring. A spicy version named for Oneg Shabbos, the cozy Friday night gathering, sits right beside them.

One family-run shop in New York makes its herring right on site, and the lineup reads like a friendly dare. Swedish, Matjash, and Schtiglitz styles all share the spotlight with those spicy cousins. I appreciate a place that treats one humble fish like it has a dozen different personalities.

The rest of the counter keeps pace with lox, gefilte fish, whitefish salad, and egg salad on bagels.

The shop operates under strict kosher supervision and offers parve foods, although traditional kosher practice requires fish to be served separately from meat. That makes planning a holiday table much less stressful.

This family has been perfecting the craft for decades. So how many kinds of herring is too many? Apparently, the answer is more than you think.

Herring Lovers, Your Search Party Can Officially Stand Down

Herring is the headliner at Schwartz Appetizing, and the shop makes it right on site. That one detail tells you how seriously this family takes its signature fish.

The lineup goes far beyond a single jar. You can choose Swedish herring, Swedish Style Jalapeno, Pepper Crusted Matjash, and Jalapeno Matjash.

Then come the names with real local flavor. Spicy Oneg Shabbos herring and Original Schtiglitz Herring round out the case nicely.

Matjash, also spelled matjes, is a mild and tender style of young herring. It’s a great starting point if you’re new to the whole herring scene.

Spice fans have plenty to celebrate here too. Jalapeno versions bring heat to a fish most people picture as purely sweet or salty.

Herring platters are also on the menu for bigger gatherings. A platter takes the guesswork out of choosing just one style for a crowd.

My advice is simple and a little greedy. Grab a mild style and a spicy one, then decide your favorite at home.

Herring talk dominates conversation about this shop for good reason. Nobody builds a list this long by accident.

Nearly Five Decades Of One Family Minding The Fish

Forty-eight years and counting. Schwartz Appetizing has been a family business for over 48 years, which makes the headline’s 35 years sound modest.

That kind of run is rare in New York, where storefronts change faster than subway schedules. Staying power like this usually means a shop knows exactly who it serves.

Appetizing itself is a classic New York food tradition. It refers to the foods you eat with bagels, like smoked fish, cured fish, spreads, and salads.

Shops like this were once common across the city. Today, a family-run appetizing store with this much history feels like a living piece of food heritage.

The family has kept the focus on traditional recipes through all those decades. House-made herring and classic salads still anchor the counter.

I love that the menu grew without losing its roots. Wraps and pasta salads now share space with gefilte fish and kichel.

Long histories can feel dusty in some places. Here, it simply feels like a recipe box that never stopped getting used.

Keep that in mind when you order. You’re tasting decades of practice in every forkful.

Silky Lox And Smoked Fish Platters Worth Clearing The Table For

Bagel brunch gets a serious upgrade once smoked fish enters the chat. The cured fish selection here is built for both small snacks and big family spreads.

Lox platters and smoked fish platters come in several sizes. That flexibility helps whether you’re feeding four cousins or forty guests.

Cured fish trays add even more options for hosting. They’re handy when you want a polished table without slicing anything yourself.

Then there are the bites, which feel made for parties. Creamy Smoked Nova and Pepper Nova Lox Bites are among the shop’s smoked salmon specialties, available in convenient portions.

Nova is a gently smoked salmon with a mild flavor. Pepper versions add a little kick for anyone who finds plain lox too polite.

Lox spread also appears on the bagel menu. That’s a smart pick if you want the flavor without building your own stack.

Planning a simcha or holiday meal? A platter here could become the centerpiece everyone circles first.

Order a bit more than you think you need. Leftover lox rarely stays leftover for long.

The Cooked Fish Counter Is Basically A Holiday Table Starter Kit

Gefilte fish has a reputation, and not always a kind one. Schwartz Appetizing offers gefilte fish platters for anyone ready to give the classic its proper moment.

Cooked fish gets plenty of room on the menu too. Cooked white fish and cooked white fish tails are both available.

Cooked carp is another old-world favorite on the list. It’s a nod to the traditional dishes many families grew up eating on Friday nights.

Salmon fans get options here as well. Cooked salmon comes in whole slices, ready for a plate without any oven time.

Moroccan fish adds a different regional style to the lineup. It’s a welcome change of pace next to the Eastern European classics.

Together, this counter makes holiday cooking much simpler. You could build a full first course without turning on a single burner.

That’s a big deal before Shabbos or a long holiday weekend. Kitchen time is precious when the guest list keeps growing.

I’d probably pair the gefilte fish with Moroccan fish. Old meets bold, and everyone gets a favorite.

Egg Salad On A Bagel Never Looked So Respectable

Simple foods are often the hardest to get right. That’s why the salads and spreads at this shop deserve real attention.

Egg salad and tuna salad lead the classic lineup. Vegetable tuna salad offers a crunchier twist on the familiar version.

Fish salads push things further. White fish salad and baked salmon salad bring smoky, rich flavor to any bagel.

Speaking of bagels, the sandwich menu keeps things easy. Choices include an egg salad bagel, tuna bagel, white fish bagel, and lox spread bagel.

A sliced egg with vegetable sandwich is also on offer. It’s a fresh, lighter option for anyone skipping the fish.

Wraps, dips, and pasta salads round out the grab-and-go side. Veggies, salads, and kugel help turn a sandwich into a real meal.

Is this the most glamorous food in Brooklyn? Probably not, but glamour rarely tastes this comforting.

Here’s my practical tip for first-timers. Pair a whitefish salad bagel with a dip, and you’ve covered smoky and creamy in one order.

Strict Kosher Standards Make Hosting So Much Easier

Kosher shoppers can relax at this counter. Schwartz Appetizing carries kosher certification from the Central Rabbinical Congress, also known as Hisachdus HaRabanim.

That certification is widely respected in many observant communities. For lots of families, it’s the detail that decides where they shop.

The food here is also parve. Parve means it contains neither meat nor dairy ingredients.

Why does that matter so much? Parve foods generally accompany either meat or dairy meals, but fish must be kept separate from meat under traditional kosher dietary rules.

Think about how handy that is for hosts. A herring platter can start a Friday night dinner, then a fish salad can join Sunday brunch.

Guests with different kosher standards often feel more comfortable with this level of supervision. That makes mixed gatherings smoother for everyone at the table.

Even if you don’t keep kosher, the system has a nice side effect. Clear rules tend to mean careful handling and consistent recipes.

For a kosher gathering, confirm that the shop’s certification meets your guests’ requirements before bringing a platter. Your most observant friend and your pickiest uncle can share the same tray.

A Fresh Renovation Kept The Old-School Soul Intact

Renovations can be risky for beloved shops. Fans of Schwartz Appetizing worried less once the remodel kept the classic feel in place.

The store is now a freshly renovated gourmet grocery. Yet it still holds onto that old school appetizing atmosphere.

Clean cases and a bright layout make browsing easy. The space looks sharp without feeling like a chain store.

Kichel deserves a special shout-out here. These light, sugary crackers are a traditional pairing with herring, and the shop stocks a serious supply.

Sweet kichel with salty herring might sound odd at first. Trust the tradition, because that contrast is the whole point.

Crackers are part of the lineup too. They’re useful for scooping dips and fish salads at home.

The air conditioning is a quiet bonus in New York summers. Smoked fish shopping feels much nicer when the room stays cool.

Grab a bag of kichel before you check out. Your herring will thank you later.

Borough Park Is Where The Herring Magic Happens

Sixteenth Avenue is a busy stretch of Borough Park, one of the best-known Orthodox neighborhoods in New York. It’s a natural home for a kosher appetizing shop with deep roots.

You’ll find Schwartz Appetizing at 4824 16th Ave, Brooklyn, NY 11204. Mark it down before your next bagel craving strikes.

The neighborhood is packed with kosher bakeries, groceries, and specialty stores. A smoked fish run can easily become a full afternoon of food shopping.

Timing matters in this part of Brooklyn. Many local businesses adjust hours around Shabbos and Jewish holidays, so check the schedule before heading over.

Getting inside is easy for more shoppers. The store is wheelchair accessible, which helps families with strollers too.

Paying is simple as well. Credit cards are accepted, so there’s no scramble for cash at the register.

Planning a pre-holiday visit? Go earlier in the week if you can, before the weekend rush of errands.

Borough Park rewards curious shoppers. This counter makes a delicious first stop.

Can’t Make The Trip? Your Herring Can Come To You

Not everyone lives around the corner from 16th Avenue. Thankfully, Schwartz Appetizing offers online ordering and delivery.

That’s a game changer before a big event. You can line up platters without squeezing in an extra errand.

Ordering ahead also helps with variety. Browsing the full menu at home makes it easier to mix herring, cooked fish, and salads.

Here’s a smart way to build a spread. Start with one herring platter, add a cured fish tray, then finish with two or three dips.

Don’t forget the supporting cast. Kichel, crackers, and a kugel can fill gaps on the table nicely.

Sandwiches work for smaller orders too. A few bagels make an easy lunch for the office or a family visit.

Hosting in New York is hectic enough without hunting down good herring. Let the experts handle that part.

Honestly, this family has had decades to perfect their recipes. The least you can do is clear some fridge space.