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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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The Yeshiva issue that won’t go away
A backroom deal to gut oversight of private schools – specifically to bail out yeshivas that fail to teach basic subjects, condemning tens of thousands of Hasidic students to illiteracy and choking off the chance to participate in broader society – is coming back to haunt its architects. New York’s Governor and the Legislature likely assumed they secured a political win that would quickly fade from public attention.
They were wrong.
The state was forced to justify its actions before a judge in a pair of hearings in April as part of a lawsuit challenging the rollback that was filed last September. As a longtime attorney, I can tell you that the language of small-minded politics translates poorly to the courtroom. The state’s lawyers were forced to advance arguments that legitimize educational denial and forced insularity. And in doing so, they mar our state’s tradition of protecting individual rights.
Renowned education attorney Michael Rebell was leading the suit on behalf of Hasidic and Haredi students who have been harmed by the dismantling of standards. The plaintiffs argue that the state abandoned its obligation to ensure all children receive a “sound basic education,” a constitutional floor for schooling recognized by the Court of Appeals.
To justify the evisceration of standards, the state claims our guarantee of a sound basic education does not apply to students of nonpublic schools. It strikes at the foundation of New York’s educational system, which was codified in the State Constitution’s Education Article through a Constitutional Convention more than 130 years ago.
The Article’s framers made their intention clear: to ensure all children are prepared for engagement in civic life, whether they attended a public or nonpublic school. As one delegate of the Convention avowed, “there can be found no man in this Convention who will say that there are children of the State that ought not to be educated.”
The principle is simple: While parents may choose religious or private education, the state still bears responsibility for ensuring all children receive the basic tools necessary to function as citizens. But to defend last year’s rollback, state lawyers argued that parents are “free to opt out” of public schools, even if the alternative schools deny students the tools to understand the world around them. The state’s position, taken to its logical conclusion, permits nonpublic schools to teach children anything, or nothing at all.
This becomes even more troubling as New York expands support for nonpublic education. Through its recent opt-in to the nonprofit scholarship tax credit program, New York will see billions more dollars in donations toward private school tuition. Establishing baseline standards for curriculum is essential for producing an informed citizenry — that becomes significantly more difficult when our tax system props up institutions without meaningful oversight.
The state’s arguments also undermine New York’s reputation as a national leader in protecting individual rights.
State officials have aggressively defended voting rights protections, reproductive freedom, and anti-discrimination laws against legal attack. As a rogue White House tramples upon our rights, our Governor, Legislature, and Attorney General have gone to great lengths to fortify our protections.
Yet in this case, the state was effectively arguing that tens of thousands of children can be carved out both from the guarantee of a right and the opportunity to participate in society. State lawyers even contended that students denied a basic education possess no actionable deprivation of liberty or property rights.
This is a glaring departure from the contentions our state makes for the preservation of individual liberties against violation from the government. How could we credibly argue, for example, that immigrants should be able to sue ICE agents over due process rights if students can’t sue the state over their constitutional guarantee to an education? It’s a slippery slope: Deny one group legal protection against harm from the state, and you imperil the sanctity of all those protections.
The lawsuit over last year’s budget deal is still ongoing. A decision may come down any time now, but certainly is likely before the end of the year. An appeal by the losing party is all but certain. That means New York’s lawyers may continue to be forced into defending arguments that sanction students’ educational deprivation and societal isolation, and, in the process, irreparably damage our status as a bulwark for individual liberty.
The political architects of this deal may have hoped the issue would quietly disappear. Instead, the consequences are only becoming harder to defend.
The post The Yeshiva issue that won’t go away appeared first on The Forward.
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The Netherlands will return to Eurovision after boycott over Israel
(JTA) — The Netherlands will return to the Eurovision Song Contest, overriding a broadcaster that withdrew over Israel’s actions in Gaza.
The Dutch organization that oversees public broadcasting, the Nederlandse Publieke Omroep, said on Wednesday that it will take over the country’s entry to Eurovision after Avrotros, the broadcaster that usually takes part in Eurovision for the Netherlands, pulled out of the 2027 event in Burgas, Bulgaria.
Avrotros said last month that it withdrew because the event “can no longer be considered neutral,” citing Israel’s inclusion amid “the severe humanitarian suffering in Gaza and the ongoing restrictions on press freedom.”
Avrotros dropped out of the most recent contest in May 2026, and the Netherlands did not participate after the NPO ruled out identifying another broadcaster. Spain, Ireland, Iceland and Slovenia also boycotted this year’s Eurovision. Israel’s participation in the world’s largest music contest has become a source of intense controversy, sparking mass protests. The contest drew 35 million fewer viewers this year.
For the next Eurovision, NPO is assigning the broadcaster NOS to provide coverage of the event and an “independent team of experts” to select the Dutch act.
“We understand that participation in the Eurovision Song Contest evokes mixed feelings in the Netherlands,” said Jet de Ranitz, the chairman of the NPO’s executive board. “We have explicitly asked the [European Broadcasting Union] to once again make the unifying character of the festival an important part of the event, in recognition of a time of geopolitical unrest, war, and polarization.”
The NPO added that the EBU, which owns the contest, has “taken significant steps regarding the rules of the Eurovision Song Contest.” The EBU introduced changes in August that included barring countries involved in armed conflict from hosting the competition. It also made adjustments to the voting process after accusations of politically motivated voting.
Avrotros said the new rules were not sufficient to ensure that Eurovision remains “independent and neutral.”
Martin Green, the director of Eurovision, said in a statement that the contest was “delighted to welcome the Netherlands back” in 2027.
Ireland is set to boycott Eurovision again in 2027 after RTÉ, the national broadcaster, said last week that its position “remains unchanged.”
RTÉ cited “the appalling and ongoing loss of lives in Gaza and the humanitarian crisis there which continues to put the lives of so many civilians at risk,” adding that it was “deeply concerned by the continued denial of independent access to international journalists to the territory.”
Spain could also stay out of Eurovision next year. José Pablo López, the president of Spanish broadcaster RTVE, announced at a Senate hearing on Tuesday that he supported a continued boycott, saying it was “painful that Israel continues to participate.”
Meanwhile, Belgium confirmed its participation despite calls for a boycott by its public media unions.
“Participation is in no way an endorsement or normalization of what is happening in Gaza and the rest of the world,” said Frederik Delaplace, the CEO of the Flemish broadcaster VRT. “We do note, however, that the EBU is no longer shying away from these difficult societal and geopolitical issues.”
The post The Netherlands will return to Eurovision after boycott over Israel appeared first on The Forward.
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Police label shooting in Belleville, Ontario, a hate-motivated attack against the Jewish community
(JTA) — TORONTO – The shooter who opened fire on a Belleville, Ontario, synagogue Sunday evening committed an anti-Jewish hate-motivated offense, according to the city’s police chief.
“This was a deliberate attack directed at members of the Jewish community during one of the holiest observances of the year,” Belleville police chief Murray Rodd said at a press conference on Thursday, adding that the shooter had combustible materials, including gasoline, in his truck.
He said the threat posed to Jewish communities required increased alertness on the part of Canadian law enforcement. Police stationed outside the Sons of Jacob synagogue had engaged in a shootout with the assailant, Sean Ward, that prevented him from entering the building as members of the congregation were about to begin Yom Kippur services.
Rodd noted that the force had a long-time relationship with the Jewish community that involved “our proactive pre-positioning of on-duty staff” to ensure the safety of Jewish worshippers. “One of the messages to my colleagues around the province and the country is: It is clearly time that we all be proactive.”
Rodd said the efforts of Constables Jeff Smith and Michael McCurdy prevented the attacker from using the explosive materials he had with him, as well as a “significant” amount of ammunition.
Smith, who was stationed outside of Sons of Jacob to provide security, remains in critical condition but is making progress, according to Rodd. Ward later died of his wounds from the exchange with police.
“[The shooter] had the means, the mechanism, and the motive to perpetrate a greater act. The only thing that stopped entry into the synagogue to execute the intent were the two officers,” said Rodd. “He was equipped with other weapons and the means to carry on a gun battle for a long period of time.”
The CBC reported that police obtained a video of the attack in Belleville, a town over 100 miles east of Toronto on the north shore of Lake Ontario. On the video, Ward is heard shouting. Police report he is saying, “You are going to die for the Jews.”
Rodd confirmed that before Ward targeted the Sons of Jacob, he scoped out the synagogue grounds. “We know that there was a reconnaissance in the presence of our officer, but nothing that would have alarmed him or would have triggered him to be on the defensive,” Rodd said.
Ward was a former member of the Canadian Armed Forces. Rodd noted.
“He was shot multiple times in multiple places,” Rodd said. “He has everything extending from fractures to wounds, and is still bearing shrapnel.”
The post Police label shooting in Belleville, Ontario, a hate-motivated attack against the Jewish community appeared first on The Forward.

