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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?”


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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The Guardian Clarifies ‘Misunderstanding’ About ‘Antisemitic’ Opinion Piece Targeting Israeli-Founded Bakery

April 4, 2025, London, England, United Kingdom: Exterior view of a Gail’s bakery in Covent Garden. Photo: ZUMA Press Wire via Reuters Connect

The Guardian edited an opinion piece on Tuesday about a popular Israeli-founded bakery in the United Kingdom after the column was widely criticized for claiming that the store’s location near a Palestinian bakery was an “an act of heavy-handed high street aggression.”

The opinion piece was originally published on Saturday and mentioned Gail’s Bakery, which was founded by British-Israeli baker Gail Mejia in the 1990s and turned into a café chain with the help of Israeli entrepreneur Ran Avidan.

Gail’s now has almost 200 locations across the UK, and neither Mejia nor Avidan are still involved in the business. Gail’s largest shareholder is the American venture capital firm Bain Capital, which invests in Israeli defense and cybersecurity companies. The firm signed an open letter in support of Israel after Hamas’s invasion of the Jewish state on Oct. 7, 2023, but Gail’s has repeatedly stated that it has no ties to any foreign entity or government outside of the UK.

A newly opened branch of Gail’s in London’s Archway area had its windows smashed twice within a week of opening, and the store was vandalized with graffiti that read “Free Gaza,” “reject corporate Zionism,” and “Boycott Gail’s Funds Israeli Tech.”” An anti-Israel demonstration also took place at the same Gail’s location, according to reports. No arrests have been made for the vandalisms.

The Guardian opinion piece originally published on Saturday by the publication’s columnist Jonathan Liew is titled, “A corner of north London where food has become a battleground in the Israel-Gaza war.” It claimed Gail’s “very presence” in the Archway neighborhood near a Palestinian cafe called Cafe Metro was “symbolic” of “heavy-handed high-street aggression.” The accusation was made in a paragraph that said Bain Capital “invests heavily” in Israeli security companies.

“Campaigners point out that its parent company, Bain Capital, invests heavily in military technology, including Israeli security companies,” the piece previously read. “And so even though Gail’s describes itself as ‘a British business with no specific connections to any country or government outside the UK’, its very presence 20 meters away from a small independent Palestinian café feels quietly symbolic, an act of heavy-handed high-street aggression.”

On Tuesday, the claim about Gail’s “heavy-handed high street aggression” was moved in the article and now follows accusations about the bakery “accelerating gentrification and squeezing out smaller outlets.” The article also now says that Gail’s is acting just “like the multinationals that landed before it.” The mention about Bain Capital and Gail’s having “no specific connections to any country or government outside of the UK” has been moved to its own paragraph.

Liew also wrote that Cafe Metro was “a marker of the Palestinian identity that Israel’s bombs and snipers are so intent on erasing” and described Gail’s as a “predator” in the neighborhood. Those references have not been edited or removed from the article.

Jonathan Liew’s opinion piece for The Guardian before it was edited. Photo: Screenshot

Jonathan Liew’s opinion piece for The Guardian after edits were made on March 17. Photo: Screenshot

A note from the editor, posted at the end of the article, explained that the reference to Gail’s new location in London mimicking “an act of heavy-handed high street aggression” has been “repositioned to clarify it meant to refer to the described fears about the chain’s impact on small traders.” The note also tried to clarify the notion among critics that the article mitigated the recent acts of vandalism targeting Gail’s.

“A comment contrasting activism that is capable of influencing global events with ‘small acts of petty symbolism,’ which was not intended to minimize local vandalism but rather to suggest its misdirected futility, has been removed to avoid misunderstanding,” it said. Editors also removed from the article its introduction, which read: “A smashed window here, a provocative sticker there. In an age when protest feels increasingly meaningless, it’s no wonder that acts of petty symbolism are on the rise.”

Before the changes were made, the article had been accused of perpetuating antisemitism and was heavily criticized by Jewish groups, pro-Israel activists, politicians, radio hosts, Gail Bakery’s chief executive Tom Molnar, and journalists, including Jewish staff members at The Guardian. Gail’s supporters claimed the article inappropriately targeted the bakery chain because it happened to open a branch in close proximity to a Palestinian cafe.

The article has also been accused of attempting to justify the vandalism it has faced recently.

The British charity Campaign Against Antisemitism said the piece was “encouraging anti-Israeli sentiment among its readers,” while the UK’s Conservative Party leader Kemi Badenoch called the article “antisemitic,” “utterly ridiculous,” and “appalling.” The media-monitoring organization CAMERA UK said the column was “downplaying the campaign of intimidation against a Jewish-linked business while presenting activists in a sympathetic light.”

Alex Gandler, the spokesperson for Israel’s Embassy in the UK, said the piece was “an astonishing exercise in bigotry disguised as moral commentary.”

“Beneath its surface lies a familiar and ugly trope: the re-packaging of antisemitic prejudice in fashionable political language … the insinuation that Jewish success or presence represents some form of encroachment by powerful ‘global’ forces,” he added. “For a newspaper that presents itself as a guardian of liberal values, publishing such rhetoric is deeply disappointing. Opinion pages should encourage debate and scrutiny. They should not revive centuries-old stereotypes under the guise of social commentary. This piece should never have been written, and it certainly should never have been published.”

The Board of Deputies of British Jews said: “It is not acceptable to relate to the opening of a bakery as an act of ‘aggression’ … Most people will find this article, seeped in tropes and innuendos, as deeply insidious, and will want to know why The Guardian thinks an op-ed seemingly justifying tensions between communities has a place on its pages.”

A pro-Israel protest was also held outside The Guardian headquarters in London on Wednesday in response to the offensive opinion piece.

The edits to the article were insufficient for many observers, including Camera UK. “So, it was all just a silly ‘misunderstanding,’” it posted on X. “No apology. Nothing to see here. And, certainly, NO antisemitism.”

“That is not how you correct this travesty of an ‘opinion,” Gandler wrote on X. “Correction in hindsight, after this failure should be a complete withdrawal, not a rewriting of history.”

Tom Molnar, the bakery chain’s chief executive, responded to the article on Monday.

“We live in a democracy that welcomes different opinions, but we will not accept hate and intimidation in our bakeries,” he said, as reported by The Times. “We are a neighborhood bakery that is on a mission to feed more people, better. We are firm believers that a healthy high street is a diverse one made up of many different businesses, from many different backgrounds, each playing its part. We want to serve the best possible food to our communities, and the vandalism we experienced in Archway serves as a distraction from doing just that.”

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WikiLeaks: From Classified Database to an Anti-Israel Propaganda Platform

WikiLeaks Julian Assange in an interview with Fox News. Photo: Screenshot.

Founded in 2006 as a platform for leaked documents exposing war, espionage, and corruption, WikiLeaks built its reputation on radical transparency.

Despite the controversy surrounding its publication of classified material, the organization gained global recognition, winning numerous awards and becoming best known for releasing documents related to the US wars in Afghanistan and Iraq.

Today, its X account tells a very different story.

With more than 5.6 million followers, WikiLeaks has increasingly become a hub for anti-Israel conspiracy theories — content that bears little resemblance to its original mission of publishing classified material.

Rather than exposing new information, the account now appears to construct narratives about Israel and the Jewish people using documents that are neither classified nor newly revealed, amplified through carefully timed posts.

The pattern is clear. Two months into Israel’s war with Hamas, WikiLeaks resurfaced a document it first published in 2010 claiming that an “Israeli intelligence chief encouraged Hamas’ takeover of the Gaza Strip” — a framing that shifts blame for the conflict onto Israel.

Since the start of 2026, the account has posted 15 times (excluding replies). Of those, 11 focused entirely on Israel or the Jewish people.

Its most recent example is particularly telling. WikiLeaks “leaked” a document dated July 21, 1947, written by US President Harry S. Truman, which includes derogatory remarks about Jews.

What the account failed to mention is that the document was made public in 2003 and is therefore not a leak. Nor did it provide the broader historical context, including Truman’s decision to recognize the State of Israel immediately after its founding.

Instead, the post highlights a willingness to promote inflammatory material to an audience primed to accept it. In doing so, WikiLeaks helps sustain an online echo chamber where misleading anti-Israel narratives circulate with little scrutiny.

This dynamic is amplified by high-profile activists such as Shaun King and Susan Abulhawa, who readily repeat and disseminate such claims to large audiences, transforming misleading posts into widely shared talking points.

The trend is not new. In October 2025, WikiLeaks helped spread the false claim that pro-Israel influencers were being paid $7,000 per post to “increase global influence.” Yet the documents cited provided no evidence for such payments or any breakdown of how funds were allocated.

WikiLeaks’ fixation on Israel is not limited to its social media output. Its founder, Julian Assange, has his own record of anti-Israel activism, raising further questions about the organization’s impartiality.

In 2012, Assange launched The Julian Assange Show, produced by the Russian state-controlled network RT. His first guest was Hezbollah leader Hassan Nasrallah, whom Assange allowed to portray Israel as an “illegal state” while framing media coverage as a “war” against Hezbollah.

Assange’s activism has also been taken to the streets. More recently, in August 2025, Assange was seen leading a pro-Palestinian protest in Sydney that featured flags of terrorist organizations and imagery of their leaders.

If WikiLeaks was founded to expose censored information in the public interest, its current trajectory raises serious questions about its purpose. Rather than prioritizing transparency, the organization now appears increasingly focused on amplifying anti-Israel narratives detached from its original mission.

With a platform reaching millions – and bolstered by influential amplifiers – misleading claims are circulated and legitimized with little scrutiny. What emerges is not a commitment to truth, but an ecosystem in which information is selectively curated to reinforce an anti-Israel worldview.

The author is a contributor to HonestReporting, a Jerusalem-based media watchdog with a focus on antisemitism and anti-Israel bias — where a version of this article first appeared.

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Argentine Jewish Community Commemorates Deadly Israeli Embassy Bombing as Justice Remains Elusive, 34 Years Later

A display of posters at the AMIA Jewish center in Buenos Aires, Argentina, highlighting the plight of hostages seized by Hamas. Photo: Reuters/Añeli Pablo

Argentina’s Jewish community on Tuesday marked the 34th anniversary of the devastating bombing of the Israeli Embassy in Buenos Aires, a brutal attack that still casts a long shadow of unresolved grief and unanswered questions.

On March 17, 1992, a truck bomb exploded outside the embassy, ripping through the building and killing 29 people while injuring more than 240 others in one of Argentina’s deadliest terror attacks. 

The blast was widely attributed to operatives linked to the Iran-backed Lebanese terrorist group Hezbollah with support from Tehran, though no one has ever been brought to justice for the tragedy.

Just two years later, the country was shaken by another horrific attack when a bomb destroyed the Argentine Israelite Mutual Association (AMIA) Jewish community center, killing 85 people and injuring over 300 others.

More than three decades on, those responsible for either atrocity have yet to be brought to justice, leaving survivors and families still searching for accountability.

On Tuesday, the Israeli Embassy in Argentina hosted a remembrance ceremony where officials, including Argentine President Javier Milei, gathered to mark the anniversary, pay respects to the victims, and call for justice that has long been delayed.

“There can be no truce against terrorism. Iran despises life and seeks to destroy freedom,” Milei said during a speech at the ceremony.

“Argentina is Israel’s ally, and we are bound by the same values,” he continued.

The Argentine leader also reaffirmed his steadfast support for the United States and Israel in the ongoing war with Iran, describing it as a critical turning point and highlighting his dedication to international cooperation.

The Delegation of Argentine Israelite Associations (DAIA), the country’s Jewish umbrella organization, also paid respect to the victims while emphasizing the community’s enduring strength and unity.

“Memory is not just remembrance: it is a collective responsibility to build a society without impunity, where terrorism has no place,” DAIA wrote in a post on X.

In 2024, Argentina’s second-highest court ruled that the 1994 attack in Buenos Aires was “organized, planned, financed, and executed under the direction of the authorities of the Islamic State of Iran, within the framework of Islamic Jihad.”

Argentine authorities concluded that the terror attack was carried out by Hezbollah terrorists acting on what they described as “a political and strategic design” orchestrated by Iran.

The court additionally ruled that Iran was also responsible for the truck bombing of the Israeli embassy.

Argentine investigators concluded that the 1992 bombing was likely carried out in retaliation for then-President Carlos Menem’s cancellation of three agreements with Iran involving nuclear equipment and technology.

Despite Argentina’s longstanding belief that Hezbollah carried out the devastating attack at Iran’s request, the 1994 bombing has never been claimed or officially solved.

Meanwhile, Tehran has consistently denied any involvement and has refused to arrest or extradite any suspects.

Earlier this month, the lead prosecutor in the case requested the indictment of 10 Iranian and Lebanese nationals suspected of involvement in the deadly attack.

Among those named was Ahmad Vahidi, who was recently appointed the new head of Iran’s Islamic Revolutionary Guard Corps (IRGC), an Iranian military force and internationally designated terrorist organization. 

He replaced Mohammad Pakpour, who was killed during the US-Israeli military campaign against Iran, which has resulted in the death of several high-ranking officials.

In 1994, Vahidi commanded the IRGC’s Quds Force, which is responsible for managing Iran’s proxies and terrorist operations abroad. 

Despite Interpol issuing red notices for their arrest, neither Iran nor Lebanon has handed over any suspects, allowing them to remain beyond the reach of Argentine authorities.

For the first time, Argentina has now ordered that suspects be tried in absentia following a legal change in March that removed the requirement for defendants to be physically present in court.

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