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A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah?
(JTA) — For millennia, Jews have eaten matzah. And for years, Jewish patrons of Trader Joe’s have been able to purchase matzah off the shelves of the tiki-themed grocery chain — which has gained its own quasi-religious following.
Now, for the first time ever, Trader Joe’s will be selling matzah under its own famous private label.
The question, even among the store’s diehard Jewish fans, is what makes Trader Joe’s-branded matzah different from all other matzah.
The grocery chain with more than 500 stores nationwide, and known for characteristically friendly, Hawaiian shirt-clad employees and a limited selection and high turnover of products, has gained a cult-like following in its 56 years of operation. An Instagram fan account boasts nearly 2 million followers; the internet is abound with memes about falling in love with Trader Joe’s cashiers; and dozens of Facebook groups with thousands of members each exist to cater toward the specific dietary needs of loyal shoppers.
Those loyalists include no small number of Jews who keep kosher. The store stocks a number of Jewish, Israeli and Middle Eastern foods — from an “everything but the bagel” spice mix to spicy zhoug sauce to kosher-certified turkeys ahead of Thanksgiving, and frozen latkes. Trader Joe’s caused a small uproar in 2012 when it stopped stocking kosher pareve semi-sweet chocolate chips. After a campaign by Jewish customers, the chain brought the product back to its shelves in 2021.
But whether that loyalty will extend to the store’s matzah is unclear. Some shoppers said they were excited about the new offering, while others wondered whether it would be any different from the matzah Trader Joe’s has sold in previous years. Still others said that by putting its name on one of the most quintessential Jewish foods, Trader Joe’s “signals that Pesach products have gone mainstream,” in the words of Susan Robinson, a member of Kosher Trader Joe’s, a Facebook group with more than 63,000 members.
The decision also demonstrates that Trader Joe’s takes its kosher-observant customers seriously, said Rachel B. Gross, a professor at San Francisco State University who teaches a course on U.S. Jews and the history of food.
“My understanding is that they’ve never wanted to do everything,” Gross said. “But they have had a really strong kosher game because that worked really well with the way they approached the niche markets in general.”
For years, Trader Joe’s sold matzah made by a brand called Holyland, and it’s unclear whether the chain’s new boxes hold the same old product. The company — which is secretive about who produces its private-label foods — told the Jewish Telegraphic Agency only that the new private label matzah is made by “one of the largest and oldest matzo-making bakeries in Israel.”
Whether the Holyland once sold by Trader Joe’s is made by the same company as Holyland Shmura Matzo — a circular handmade variety — is similarly unclear. But there are hints, beyond the name, that they come from the same company, which is based in Israel. Both share the same distributor, and both include a logo on the front bearing the web address NaturallyBetterWithYouInMind.com, a site that boasts “high quality, all natural, kosher foods.”
A representative of the distributor of both Holyland products, a New Jersey company called Kayco, did not know whether the current Trader Joe’s product is the same as the Holyland matzah. The new Trader Joe’s matzah box says only that it is distributed and sold by Trader Joe’s, which is headquartered outside of Los Angeles.
That confusion has led to an ambivalent reaction among some members of Kosher Trader Joe’s. Multiple members of the group shared photos of the new boxes at their local stores, encouraging each other to buy the matzah in order to press the company to produce it again next year.
Some commented on the new box design, while others remarked on the price — $2.69 per box, a slight increase over the $2.49 Trader Joe’s charged for the Holyland boxes last year, according to an Instagram fan page. (Name-brand boxes of matzah at the same weight cost slightly more at other retailers, ranging from about $3.22 for a 16 ounce box of Yehuda Matzos to $4.49 for Manischewitz’s version of the unleavened bread.)
“Trader Joe’s has sold Holyland Matzah for at least a decade, if not longer,” wrote one member. “I’m surprised that it has taken them this long to put it under the Trader Joe’s private label.”
Others were just happy to have access to matzah at all. Another member recalled that supply chain delays and restrictions related to COVID-19 led to shortages of Passover products, and that in Manhattan’s East Village, where he lives, “TJ – and the Holyland Matzo – became a Pesach saver. That’s what the commotion is all about.”
(Members of the group who adhere to strict kosher laws may not have tried the new matzah yet due to a tradition of not eating matzah between Purim and Passover, although a few customers remarked that it feels thinner than Holyland matzah.)
In addition to matzah, Trader Joe’s will sell Teva Glatt kosher-for-Passover Angus beef brisket and a few kosher-for-Passover wines including Sara Bee Moscato and Baron Herzog chardonnay and cabernet. The company will publish a complete list of its kosher-for-Passover offerings closer to the holiday, which begins the night of April 5.
Gross said the conversation over Trader Joe’s matzah fits in with the way Americans celebrate Passover, which she said is intimately tied to brands. She cited the proliferation of well-known Passover products like the haggadah published by Maxwell House coffee, which was first printed more than 90 years ago, or Manischewitz’s many Passover foods. The way the holiday has been shaped by brands, she said, is “in some sense, a traditional American Jewish experience.”
“Jews have really learned over the last 110, 120 years how to trust brands, and trust brands around kashrut, especially around Passover,” Gross told JTA.
“We know that the people who keep kosher are such a small minority,” she added. “And we know that the number of people who look for heckshers are not primarily Jews, which makes me wonder how many non-Jews buy matzah, or [how many] they expect to buy matzah.”
But for at least one member of Kosher Trader Joe’s, brand loyalty was not enough to make the new matzahs stand out.
“Most articles written about this Matza as well as online comments make it out to be something earth-shattering and revolutionary, and fail to mention that Trader Joe’s has carried matza around this time, in every single store, for years and years under the Holyland Brand,” wrote Yoseph Goldstein. “Have folks easily forgotten this? Is it really the ‘coolness’ of the box?”
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The post A fifth question this Passover: what makes Trader Joe’s matzah different from all other matzah? appeared first on Jewish Telegraphic Agency.
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Danny Wolf will see you now
When the Brooklyn Nets drafted Danny Wolf this summer out of the University of Michigan, scouts said they were getting a versatile big man who could get buckets, create for his teammates and rebound.
But the last few days of NBA action have shown the Jewish seven-footer picking up a surprising new habit: putting his opponents on posters.
After scuffling through the first two months of the season with a bum ankle, Wolf announced his arrival Saturday with a thundering jam on the Milwaukee Bucks’ Kyle Kuzma, for two of the forward’s career-best 22 points.
He claimed his next victim, in a 10-point, 7-rebound outing two days later, driving from the top of the arc before leaping off his left foot and dropping the hammer on the Charlotte Hornets’ Miles Bridges:
“That may get two howls!” Nets play-by-play announcer Ryan Ruocco cried.
Early returns have been limited since the Brooklyn Nets grabbed Israeli point guard Ben Saraf and Wolf with the 26th and 27th picks this summer. The learning curve for young floor generals is notoriously steep, and Saraf — who wears the number 77 to represent the Hebrew word mazal, meaning good fortune — has struggled to stay in the playing rotation.
But Wolf, an American-Israeli who was bar mitzvahed in Israel, is finding his footing — at least when he’s not taking off for a dunk. He dropped in five high-arcing three pointers against the Bucks, eliciting excited howls from Nets color commentator Sarah Kustok; before the Charlotte game, he apparently told teammates he was going to posterize somebody.
“I was kinda saying that as a joke,” he said, “but looking at it as an opportunity, and just trying to attack the rim, I did it, with rewards.”
“He manifested it,” said teammate Nic Claxton.
Let’s enjoy one more picture of Claxton and Wolf:
And here’s a Danny Wolf meme for good measure, courtesy of the Nets social media.
The post Danny Wolf will see you now appeared first on The Forward.
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Turkey Pushes for Closer Ties With Iran Despite Mounting Sanctions as Both Countries Pursue Regional Ambitions
Turkish President Tayyip Erdogan attends a press conference with German Chancellor Friedrich Merz at the Presidential Palace in Ankara, Turkey, Oct. 30, 2025. Photo: REUTERS/Umit Bektas
Despite the recent reimposition of UN sanctions on Iran, Turkey has called for closer diplomatic and trade relations with the Iranian regime, as both countries seek to bolster their influence in the Middle East while openly targeting Israel.
In a new interview with the semi-official Iranian news outlet ISNA, Turkey’s Ambassador to Iran, Hicabi Kırlangıç, said Ankara was working to expand bilateral cooperation with Tehran by leveraging existing capabilities to increase economic ties between the two countries.
“One of the obstacles to expanding trade relations between Iran and Turkey is the issue of sanctions. However, we should not cling to this excuse and refrain from trying to increase trade relations,” Kırlangıç said.
“The goal is to raise the level of trade relations to $30 billion, but we are still far from this figure,” he continued, emphasizing the vast potential for economic growth and the need for careful planning to achieve it.
The Turkish diplomat’s latest remarks followed Foreign Minister Hakan Fidan’s visit on Sunday to Tehran, where he also pushed for stronger bilateral cooperation between the two countries and denounced what he called “unfair sanctions” on Iran.
In a joint press conference with Iranian Foreign Minister Abbas Araghchi, Fidan reaffirmed Turkey’s support for Tehran while calling for the country’s nuclear program to be addressed through dialogue amid ongoing discussions to restart nuclear talks with the West.
After repeated unsuccessful negotiations over Iran’s nuclear program, European countries launched the process to reinstate wide-ranging UN sanctions earlier this year under the so-called snapback mechanism, adding further pressure on Tehran, which was already facing mounting US sanctions.
Fidan called for the removal of these “unrighteous” sanctions, stressing that the Iranian regime must resolve outstanding issues “on the basis of international law.”
“Turkey has always stood with Iran and will continue to stand with Iran within the framework of international law,” the top Turkish diplomat said, adding that “these unfair sanctions should be lifted.”
During their high-level meeting in Tehran, officials from both countries vowed to significantly expand cooperation on trade, energy, border management, and regional security, noting that economic ties remain well below their potential.
As part of their announced initiatives, the two nations agreed to build a new joint rail line that will serve as a strategic trade corridor between Asia and Europe, with construction expected to take three to four years and cost roughly $1.6 billion.
Fidan also said both countries consider Israel “the biggest threat to stability in the Middle East,” pointing to the war in Gaza, tensions in Lebanon and Syria, and broader concerns over what he called “Israeli expansionist policies.”
“The international community must fulfill its responsibilities,” he said, calling for stronger global pressure on the Jewish state.
Amid international efforts to uphold the Israel-Hamas ceasefire and chart a path for post-war Gaza, Turkey — a longtime backer of Hamas — has been pushing to expand its role in Gaza’s reconstruction efforts, which experts have warned could potentially strengthen Hamas’s terrorist infrastructure.
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Israeli Real Estate Firm Denies Canceling New York Event Due to Anti-Zionist Group’s ‘Stolen Land’ Protest
Illustrative: Demonstrators attend an anti-Israel protest on the day of the two-year anniversary of the attack on Israel by Hamas, in New York City, US, Oct. 7, 2025. Photo: REUTERS/Shannon Stapleton
An Israeli real estate firm has denied canceling an event set to take place in New York City on Tuesday due to a planned demonstration organized by a notorious anti-Israel group, saying the cancellation was for unrelated reasons.
A spokesperson for CapitIL, which provides information about buying real estate in Israel, said the gathering was canceled so the firm could focus its resources on holding a larger event in the coming months, according to the Times of Israel.
The Israeli publication reported that CapitIL’s event for this week had already been canceled when the local chapter of the radical anti-Zionist activist organization Pal-Awda announced the protest on Friday.
“When we as a community challenge the zionists’ genocidal settler-colonial machine we can win! And we did! We forced the cancellation of zionist land thieving CapitIL Real Estate’s planned illegal land sale in Manhattan,” Pal-Awda posted on social media on Tuesday.
“All this shows the importance and strength of our community when we turn out to challenge these genociders,” the group continued. “Please continue to follow us as we will continue to expose and, with our community’s support, challenge the zionist entity’s long tentacles here in [New York and New Jersey].”
Pal-Awda celebrated the cancellation of the so-called “illegal” sale of “stolen land” in Israel.
“This series of cancellations speaks to the power of our mobilization: with every principled protest and disruption, we are making the theft of Palestinian land untenable in our neighborhoods,” the group wrote. “As our protests have grown in size, we have seen more and more agencies and organizations similarly cancel and delay events, fearing the consequences of accountability and community outcry.”
On Friday, Pal-Awda initially advertised the planned protest.
“A zionist real estate event attempting to sell land in occupied Palestine will be held in Manhattan,” it posted. “This event is part of the zionists’ ongoing effort to ethnically cleanse Palestine. Join as we confront the white supremacist, settler-colonial project!”
The group called for supporters to gather in force.
“As the United States continues to provide political cover & military support for the ongoing indiscriminate assaults on Palestine, Lebanon, Syria, & Yemen, zionist settlers are exploiting this moment to further their settler-colonial agenda,” it said. “This expansion is facilitated by zionists from all over the world, including most prominently in the US, through real estate events where Stolen Land is sold & discounted mortgages are provided by “isr@eli” banks backed by the zionist entity’s government.”
Rabbi Marc Schneier, president of the Foundation for Ethnic Understanding, called on New York City Mayor-elect Zohran Mamdani, who takes office next month, to take an aggressive stand against such protests and push for a ban of such demonstrations in front of houses of worship.
“In my conversation with Mayor-elect Zohran Mamdani recently, I made it clear that the Jewish community will not stand idly by for such antisemitic and violent protests,” Schneier told The Algemeiner. “I hope that we will be able to work together to put my plan into action, creating a ban of protests on the property of any house of worship. This cannot be the new norm in New York City.”
Last month, Pal-Awda organized a gathering of demonstrators who called for violence against Jews outside a prominent synagogue.
The protesters were harassing those attending an event being held by Nefesh B’Nefesh, a Zionist organization that helps Jews immigrate to Israel, at Park East Synagogue in Manhattan.
“We don’t want no Zionists here!” the group of roughly 200 anti-Israel activists chanted in intervals while waving the Palestinian flag. “Resistance, you make us proud, take another settler out.”
One protester, addressing the crowd, reportedly proclaimed, “It is our duty to make them think twice before holding these events! We need to make them scared.”
Footage on social media also showed agitators chanting “death to the IDF,” referring to the Israel Defense Forces, as well as “globalize the intifada” and “intifada revolution.” Community figures described the scene as openly threatening and a stark escalation of anti-Jewish hostility in New York City.
Mamdani, a strident critic of Israel, drew immense backlash after releasing a statement which “discouraged” the language used by the protesters but also condemned the event for supposedly using “sacred spaces … to promote activities in violation of international law.”
Jewish leaders reacted with disappointment, arguing that Mamdani effectively provided political justification for a protest that targeted Jews for participating in a mainstream, fully legal pro-Israel program. Critics said the mayor-elect’s framing implied that the synagogue event, not the threatening chants outside, was the real problem, a position they described as deeply irresponsible amid rising antisemitism in the city.
Pal-Awda has vowed to hold demonstrations at “private homes, businesses, and houses of worship” if necessary “to stop the pipeline of settlement and zionist colonial expansion.”
In addition to the nixed CapitIL event, Pal-Awda also claimed on Tuesday that it caused Nefesh B’Nefesh to cancel a separate event planned for Thursday in Manhattan. The Algemeiner could not immediately confirm the veracity of that claim.
New York City has been ravaged by a surge in antisemitic incidents since Hamas’s Oct. 7, 2023, massacre across southern Israel. According to police data, Jews were targeted in the majority of hate crimes perpetrated in New York City last year. Meanwhile, pro-Hamas activists have held raucous — and sometimes violent — protests on the city’s college campuses, oftentimes causing Jewish students to fear for their safety.
Leaders of the Jewish community have raised alarm bells following the rapid political ascendance of Mamdani, a far-left democratic socialist and anti-Zionist. Mamdani is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide;” refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.