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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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Minnesota man charged with ISIS-inspired plot on Jewish-owned Mall of America
(JTA) — The FBI accused an 18-year-old man of buying an AK-47 assault rifle with plans to commit a mass shooting in support of ISIS at the Mall of America in Bloomington, Minnesota, the largest indoor shopping mall in North America.
Sheikhdoon Abdullahi Mohamud, of Richfield, Minnesota, was charged on Wednesday with one count of knowingly receiving a firearm and ammunition in order to commit a federal crime of terrorism, according to a federal complaint filed on Wednesday.
Mohamud’s attorney did not respond to JTA’s request for comment.
Mohamud wanted to attack the Mall of America because he believed its owners to be Jewish, the FBI said in a statement. He planned to kill between 30 and 60 people, according to messages he exchanged with a confidential source, according to the complaint.
Mall of America is owned and operated by Triple Five Group, controlled by the Ghermezian family, a Canadian family of Iranian Jewish origin.
Messages sent in September 2026 included a video in which Mohamud pledged allegiance to ISIS, the complaint said. He planned his attack for Oct. 24 because he expected a crowd at the Hmong Arts Celebration scheduled for that day.
The complaint said an undercover FBI agent sold an AK-47 rendered inoperable, four 30-round magazines and 200 rounds of ammunition to Mohamud for $600 on Oct. 6. During the sale, Mohamud confirmed his plans to commit a mass shooting. Mohamud was arrested shortly after the sale.
The complaint said Mohamud wanted to commit an attack similar to the 2016 Pulse nightclub shooting in which 49 victims were killed; the Bondi Beach mass-shooting in Sydney last December, during which 15 victims were killed during a Hanukkah celebration; and a New Orleans truck-ramming attack that killed 14 victims in New Orleans on Jan. 1, 2025.
The investigation into Mohamud began around December 2024, when he messaged the confidential source on multiple social media platforms, according to the complaint, detailing his desire to travel to Somalia to join a group that the U.S. has designated a foreign terrorist organization. If travel was not possible due to financial constraints, he said would move forward with an attack in Minnesota.
This article originally appeared on JTA.org.
The post Minnesota man charged with ISIS-inspired plot on Jewish-owned Mall of America appeared first on The Forward.
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Is Israel or Iran a bigger threat to the U.S.? Michigan’s Abdul El-Sayed won’t say
(JTA) — Michigan Democrat Abdul El-Sayed was asked multiple times by a debate moderator on Thursday which country he considers a bigger threat to the U.S.: Iran or Israel.
Each time, he parried.
“That’s a ridiculous hypothetical because here’s what’s happening right now: Our ostensible ally in Israel has lobbied us to go to war with Iran,” said El-Sayed, Michigan’s Democratic nominee for U.S. Senate.
“I don’t consider an ally a country that takes us to wars we don’t need to fight, and I don’t want to be fighting wars we don’t need to fight,” he added, describing both as “kind of dangerous.” Another attempt yielded a similar response, with El-Sayed denouncing “one at risk of attacking us, one getting us into wars we have no business fighting.”
El-Sayed, a former county health official, was responding to a question repeatedly posed by WOOD TV8 political reporter Rick Albin, in a debate against his Republican opponent, former U.S. Rep. Mike Rogers. The two candidates hurled insults at each other during the hourlong discussion, often returning to issues related to Israel and the Middle East.
After making criticism of Israel a top issue in his primary campaign, El-Sayed eked out a victory against U.S. Rep. Haley Stevens in that early August race. Although he has earned the support of many democratic socialists, including Vermont independent Sen. Bernie Sanders, El-Sayed has stated that he is not a member of the Democratic Socialists of America.
Rogers, on the other hand, has the official endorsement of President Donald Trump. However, the candidate has been distancing himself from the president, including by criticizing the trade war with Canada.
Results of a CBS News poll published earlier this week showed El-Sayed leading Rogers, by 45.6% to 41.4%, with a 3.8% margin of error. A Quantus Insights poll released on Wednesday, meanwhile, gave El-Sayed a slightly narrower lead, with 47.6% to Rogers’s 46.5%, and a 7.8% margin of error.
While El-Sayed has been meeting with Jewish voters and leaders, he has not budged on certain issues of concern to many Jewish voters. For example, he has indicated only a willingness to recognize Israel’s identity as a Jewish nation-state if Israelis and Palestinians jointly agree to it..
Liberal Michigan rabbis last month signed a petition from the Zioness Action Fund, a progressive Zionist group, calling upon the Democratic Party to agree to “nonnegotiable” principles related to Jewish safety and Israel. A separate cohort of Michigan Jewish leaders urged community members to reject El-Sayed entirely.
Rogers and his representatives in August indicated that they would like AIPAC to refrain from spending directly on him in the general election, according to media reports. Asked about this at the Thursday debate, he said he’d welcome “anybody that wants to help my campaign stop a guy who can’t condemn terrorism in our own country.”
El-Sayed condemned the March attack on Temple Israel in West Bloomfield Township, but added that “hurt people hurt people,” which critics interpreted as justifying the attacker’s actions. He later apologized for those remarks.
Rogers has repeatedly slammed his opponent for taking funds from donors affiliated with the Council on American-Islamic Relations, the Unity & Justice Fund super PAC and other groups and individuals.
El-Sayed, on the other hand, accused Rogers on Thursday of accepting corporate PAC money and labeled him the “guy who’s going to rubber stamp everything Donald Trump tells him to rubber stamp.”
The two candidates criticized each other’s policies and interrupted each other so often that Albin, the moderator, needed to step in.
“We’ve got dozens of questions we want to get to,” Albin said. “You can’t litigate all of these with 14 different rebuttals.”
Even prior to a pause for ads, Albin announced that the station is going “to take a break from this pleasant conversation.” When they returned, he declared that “in 30 years of doing debates, I’ve never seen it continue during the commercial, but it did.”
The candidates continued to clash over Iran, with El-Sayed accusing the U.S. government of teaching “the Iranian regime that they had a choke [hold] on the Strait of Hormuz.”
“That’s the kind of policy you’re going to get from a guy who wants to be a sock puppet for the Trump administration,” El-Sayed added.
Rogers, meanwhile, claimed that the U.S. had set back Iran’s nuclear program by at least 20 years, adding that “this would be the time to wrap it up.”
As for Israel, Rogers said he supports “the right to exist for the Jewish state, and the right to defend itself in a very difficult neighborhood.” The only way Israel could lose his support, Rogers stated, would be if the country talked about using nuclear weapons.
Israel is widely assessed to possess an arsenal of approximately 90 nuclear warheads, according to the Stockholm International Peace Research Institute. The country is not a party to the Nuclear Non-Proliferation Treaty. Israel has never acknowledged possessing nuclear weapons.
Albin then turned to El-Sayed, noting the politician’s opposition to direct U.S. military funding for Israel. He asked, however, whether that position could change “if Israel were attacked tomorrow by Iran or another state actor.”
“I want our tax dollars spent here,” El-Sayed responded. “Israel has pushed us to go to war in Iran, and of course, my colleague, who thinks there’s a war for everything, went right along with it.”
When Albin pushed again for a yes or no answer, El-Sayed replied that he doesn’t want the U.S. “buying weapons for other countries.”
Toward the end of the discussion related to the Middle East, Rogers recognized the third anniversary of the Oct. 7, 2023, Hamas attack on Israel. He blasted his opponent for failing “to even acknowledge the pain, the terrorism, the rape, the murders.”
To this accusation, El-Sayed responded, “I’ve condemned that. I didn’t turn it into theater like you did.”
This article originally appeared on JTA.org.
The post Is Israel or Iran a bigger threat to the U.S.? Michigan’s Abdul El-Sayed won’t say appeared first on The Forward.
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Ossoff says IDF violated law of armed conflict in Gaza, but genocide is an issue for international courts
(JTA) — Democratic Sen. Jon Ossoff and Republican challenger Rep. Mike Collins clashed over Israel’s conduct in Gaza, U.S. weapons sales to Israel and the war in Iran during Thursday’s debate in Georgia’s closely watched Senate race.
The race could help determine control of the Senate, with implications for U.S. policy toward Israel.
The incumbent Ossoff, who is Jewish, has long supported Israel’s security, but over the last two years he has criticized its conduct in the Gaza war and voted to block some U.S. arms sales to the country.
A day after the third anniversary of the Oct. 7 Hamas-led attack, Ossoff was asked whether Israel had committed genocide in Gaza, whether he was concerned about growing anti-Israel sentiment within the Democratic Party and whether he would support a proposed $2.8 billion U.S. weapons package for Israel.
“The question of genocide is a question of whether a government has the specific intent to destroy a national or ethnic group, and that is a question for the International Criminal Court,” Ossoff responded. “There is no doubt in my mind that Israeli forces prosecuting the war in Gaza violated the law of armed conflict and international humanitarian law, and I care deeply about the security of the Israeli people, among whom are members of my family.
“I also care about innocent Palestinian life,” Ossoff continued, “and make no apology for my votes.”
Collins accused Ossoff of having aligned himself with anti-Israel figures including Twitch streamer Hasan Piker and Michigan U.S. Senate candidate Abdul El-Sayed.
“Imagine being a U.S. senator, and out there recruiting, endorsing, and supporting these people that want to see Israel wiped off the map,” Collins said. “They would rather be for Iran than for Israel — now that’s who Jon Ossoff is supporting.”
Piker had previously called Ossoff a possible contender for the 2028 Democratic presidential nomination. He subsequently disavowed Ossoff after the senator condemned antisemitic comments, Jewish Insider reported in August.
During the hourlong debate, Ossoff repeatedly condemned the U.S. war in Iran while highlighting Collins’ support for it. At least three times Ossoff called the war in Iran a “disaster” or “disastrous,” and he blamed the war for rising gas prices in the state of Georgia.
Collins, on the other hand, said he supported the war as necessary to prevent Iran from obtaining nuclear weapons. “The president had every right to go in there and make sure that Iran does not get a nuclear weapon,” Collins said. “The IAEA [International Atomic Energy Agency], they had already sounded the bells, the alarms that Iran was close to getting a nuclear weapon. And the thing is, Iran doesn’t only want to decimate and kill Israel, they want us as well.”
The evening was not without its personal attacks. Collins described Ossoff as “a radical” and a “trust-fund kid who has never had a job in his life,” while Ossoff repeatedly spotlighted the alleged ties between Collins and white nationalists. A recent report alleged that Collins’ former aides were involved with antisemitic and white nationalist rhetoric.
Ossoff leads Collins by about nine percentage points in FiftyPlusOne’s polling average as of Oct. 9.
The candidates are scheduled for a second debate hosted by the Atlanta Press Club on Oct. 13.
This article originally appeared on JTA.org.
The post Ossoff says IDF violated law of armed conflict in Gaza, but genocide is an issue for international courts appeared first on The Forward.
