Popinsanity’s Prime-Time Moment

Popcorn, business strategy, and a dose of prime-time drama collided when Aaron Zutler, CEO and co-founder of the gourmet artisanal popcorn brand Popinsanity, found himself in the national spotlight on FOX’s new reality series The Fixer. Guided by famed entrepreneur and investor Marcus Lemonis, Zutler and his partners stepped into a high-stakes opportunity where their commitment to both entrepreneurial excellence and traditional Jewish values played center stage.

What unfolded was more than a pitch for investment; it was a rare and authentic portrayal of observant Jewish business leaders navigating challenges, seizing opportunities, and proudly representing their community on mainstream television. (If you missed the episode, Fox Business will air it on Tuesday, August 19th at 8pm ET.)

“I've been a fan of Marcus Lemonis and his show in its previous iteration, ‘The Profit,’” Zutler told Aish.com. “Being presented with the opportunity to receive his input and direction, and the possibility of his involvement in our company, was very exciting to us. We thought we could really benefit from this opportunity at this stage in our business, while not being opposed to the obvious level of exposure this would bring to us.”

Though Zutler and his longtime business partners, president Yankey (Jacob) Goldenthal and COO Jonathan (Yitzchak) Joseph, ended up not taking Lemonis’ deal, they thoroughly enjoyed the experience.

“We wished the outcome of this particular offer was different, as we truly like and respect Marcus and it would have been a great ending to the episode,” said Zutler. “However, as the viewers can see onscreen – our deliberations and dilemmas led us to feel this particular deal wasn't the right fit for us.”

Representing Orthodox Jews

Zutler was elated to see an accurate representation of Orthodox Jews onscreen. “I’m extremely gratified that our dynamics and demeanor was reflected throughout the show. It’s rare for the general viewer to get a glimpse into an observant Jews’ business environment, let alone the tendency and principles we have in our foundations, beyond the fundamental business foundations. On the one hand, we share common principles and business aspirations, skillsets and talents. And on the other, you can spot where business and faith intersect.”

The series’ co-executive producer Kate Bernstein felt a strong connection to the episode.

“As a producer, all episodes are equally important, but as a Jewish producer, Popinsanity had additional significance. Given the current climate, I felt a personal - not just professional - responsibility to make sure that Jewish identity was represented authentically...I was elated (and relieved) that Aaron, Jacob, and Jonathan proved to be true menschen - and that honest, generous, and quality humans would represent Jewish identity on national television.”

As the sole Jewish producer, Bernstein also became the de facto authority on the religious restrictions, customs, and nuances that impacted the production – everything from navigating shabbat hours to shaking hands.

“Once again, I felt a personal - not just professional - responsibility to respect and represent Judaism to non-Jews, especially when we filmed in Aaron’s home with the Rabbi,” said Bernstein. “And the kinship, shorthand, and mutual trust of being a fellow Jew was undoubtedly beneficial to making a scene like that happen.”

Concerns of Antisemitism

Being on a reality series like this comes with a myriad of challenges. One of their main concerns was antisemitism.

“We live in a sensitive time with unpredictable reactions toward the Jewish communities and entities,” Zutler said. “After discussing it amongst ourselves and with the rabbi, it was decided that we should embark on this journey quite deliberately. We identified this as an opportunity to expose the world to the business environment of Orthodox Jews—businessmen who are respectful to all, work hard, and abide by many common business principles of success.”

Zutler continued: “We also wanted to show how we’ve built a business that we sacrificed so much for. From the very beginning and since, we hope to have done Kiddush Hashem (the sanctifying of God’s name) in a big way, and hopefully made a positive impact.”

Meet the Rabbi

One of the fascinating highlights during the episode was when the Popinsanity partners introduce Lemonis to their rabbi, Nachman Brody.

“Rabbi Brody served as rabbi at our university many years ago, and he became our mentor for close to 40 years now,” Zutler explained. “He is a very warm, smart, and loving man with an unparalleled understanding of people. He possesses the ability to analyze the pros and cons of a given situation and provides the level of clarity to guide and assist someone in making a logical and sound decision.”

Zutler and his partners often consult with their rabbi to help with business decisions.

“We have situations that don't necessarily have an easy answer—or perhaps a natural difference of opinion amongst us three partners—then we would reach out to him for guidance. We would discuss it with him, and based on his opinion, recommendation, or direction, we would proceed accordingly.”

Takeaways

The Popinsanity co-owners learned many important takeaways from being on the episode.

“As well as you think you know your business, there are always areas that one can improve on,” said Zutler. “It's also imperative that you know your numbers inside out. You must be open to listening to the people around you and keep your finger on the pulse in every area of the business at all times.”

The company is still in search of a strategic investor.

“Since the airing of the episode, several relevant inquiries came through, and we are not opposed to continuing to entertain and explore new deals and offers for growth in the future of Popinsanity.”

Bernstein was also thrilled to be a part of the experience.

“I had never spent any meaningful time with anyone in the Orthodox community before, and I was the one who walked in with biases about their religious practices and assumptions of their view on secular Jews, especially women. But after months with these exceptionally welcoming, respectful, and appreciative menschen, everyone in the crew - not only me - walked away with a special connection to Popinsanity. And that made me a very proud Jew.”