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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 real reason Clavicular is in Israel
Clavicular is partying in Tel Aviv this week.
If you don’t know who that is, first of all, I’m happy for you. Clavicular is a looksmaxxer, part of an online male subculture that subscribes to the idea that becoming as hot as possible is the main, perhaps the only, meaningful thing to do with one’s life, and the only road to success. To achieve peak hotness — “ascend,” in looksmaxxing lingo — followers of the doctrine engage in such activities as hitting themselves in the face with a hammer to supposedly sharpen their jaw line (“bone-smashing”), or taking steroids and meth to improve their physique.
The last time Clav — as people call him, though his real name is Braden Peters — went viral, it was for getting turned down repeatedly by French women during Paris fashion week. The time before that was for dancing with a bunch of far-right influencers, including noted antisemite Nick Fuentes and manosphere titan Andrew Tate, to Kanye West’s Führer-sampling song “Heil Hitler” and singing along to the offensive lyrics.
Which is why Clavicular’s sudden appearance in Israel was such a surprise — and a controversial one. In one video, the bouncer at a Tel Aviv club kicks him out, saying no one who hates Israel is welcome inside. Several Israeli feminist influencers have also decried his visit, pointing to his bad behavior with women. And, of course, countless users online have accused him of normalizing genocide, including mega-popular streamer Hasan Piker. But others are excited by his presence; a female IDF soldier is also appearing in his videos (she’s now facing disciplinary action for the collab), as is Chabad influencer, Yossi Farro and he’s drawn excited crowds in Tel Aviv.
Farro was perhaps the first Jewish influencer to court Clavicular after the “Heil Hitler” incident; his usual schtick is wrapping tefillin with celebrities. But he made a video last month feeding the looksmaxxer the traditional Ashkenazi Shabbat stew cholent — Clav said it was good — and it went viral in the Jewish world, where people decried the effort at rehabilitation. But the clip also went viral with antisemites: Fuentes said he wanted to hang a mezuzah and get in with Jews, too.
The first announcement that Clavicular was in Tel Aviv also came with a post from Farro, crossposted by several large Jewish social media accounts. In the video, Farro gifts Clav a memento that could not be more of our times: a necklace featuring an OpenAI logo with a Star of David in the middle. Later, he posted a video of a conversation with Clavicular calling the biblical Joseph the first looksmaxxer. It felt surreal.
That’s the whole point. Clavicular is just as obsessive about his fame as he is about his looks. Clicks boost accounts no matter whether they’re from haters or followers; monetized social media pays the same amount for adoring comments as it does for ones calling Clavicular evil and praying to spit on his grave. Engagement is engagement. (Farro, who didn’t reply to a request for comment, seems to be operating by the same philosophy.)
The simple answer as to why he was in Israel was because it would be controversial — which it was — and controversy earns him money and eyes. Clavicular said that he noticed everyone was talking about the nation, but almost no influencers were going. He figured he would go viral if he bucked the trend. It’s not by accident that Clav’s one-time publicist, Mitchell Jackson, specializes in cancelled figures of all political persuasions, including Candace Owens, Caroline Calloway and an OnlyFans model named Adam22. The point is attention, not adulation.
In an interview with The Free Press, Clavicular said he did not see his visit as political; he came to party. And he criticized the idea that a young influencer should have any political take, or that the outlet should even ask about his views. He doesn’t know about anything but looksmaxxing, he wrote in a post, and believes it’s irresponsible for him to talk about anything else. While one could say advising teens to take steroids and meth is also irresponsible, he’s not wrong about his ignorance of geopolitics.
But many Israelis and Jews are happy to have him, despite his “Heil Hitler” singalong. Israel has been short on positive PR, and Clav has called the country beautiful and fun. Never mind that Clavicular is followed by at least as many haters, watching out of Schadenfreude, as he is fans, and hardly brings uncomplicated good vibes to Israel with him. At least someone popular among the youth, who are increasingly critical of Israel, said something good about the nation. Many Israelis seem desperate enough for global goodwill that they’re willing to overlook Clav’s antisemitism. People are even claiming he’s Jewish now. (And maybe he is; he hasn’t confirmed or denied, but he’s certainly never mentioned it before.)
And, of course, Clavicular does have adherents who believe anything he does is cool, that he’s always “mogging” (dominating via his powerful aura, more or less). So even if he proclaims he has no political opinion, everything is politics and his presence serves to cast Israel in a more positive light, even if it’s the nihilistic glow of an amoral influencer who cares about looking good above all else. He may be cringe, but he’s popular. Maybe that’s enough for some, but it highlights how low the bar is for Israel’s public image in this moment.
For Clavicular, though, it’s all a game. He doesn’t care about Israel’s image or the war in Gaza or settlers or Palestinians. His only side is his own, and even then he doesn’t need to be popular; he only needs to be seen. He said he plans to stream in Russia next.
The post The real reason Clavicular is in Israel appeared first on The Forward.
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Another Graham Platner potential replacement now says Israel committed genocide in Gaza
(JTA) — Graham Platner concluded his Senate bid on a pro-Palestinian note on Friday, in the last lines of a letter to Maine’s secretary of state formally withdrawing his candidacy.
“F*ck ICE. Free Palestine. Up the Hearts,” Platner wrote before signing off with the valediction, “Solidarity forever.”
The secretary of state, Shenna Bellows, is among the candidates seeking to replace Platner on the ballot, and she soon adopted his stance on Israel. Before becoming secretary of state, Bellows was the executive director of the Holocaust and Human Rights Center of Maine.
Asked about Platner’s letter on CNN’s “The Source” on Friday, Bellows said she agreed with Platner’s claim that Israel committed genocide in Gaza. “Yes. Israel — the Israeli government is committing genocide in Gaza right now,” Bellows said. “And we should not be sending any taxpayer funds to be conducting that harm.”
Bellows did not immediately respond to a Jewish Telegraphic Agency request for comment on Monday.
Platner, a Democrat, posted the letter nearly two days after announcing that he would leave the race, following sexual assault allegations that caused even his most devoted allies to drop their support. It was a remarkable fall for an oyster fisherman and populist who emerged out of political obscurity to command such a lead that Maine’s governor, Janet Mills, suspended her own campaign in April.
In both the speech his announcing his withdrawal and the letter, Platner has painted his exit as the result of a conspiracy against him and the progressive movement, rather than a consequence of accruing controversies that undercut his ability to win in November.
“All we were asking for was healthcare, was to end the genocide, to use our taxpayer dollars at home to uplift our communities instead of waging war overseas,” Platner said in a Facebook address announcing his exit, two days before sending the formal letter.
Platner’s successor will be selected during a nominating convention on July 25. Since his exit, candidates vying to replace him have staked out their own stances on Israel, with others besides Bellows saying publicly for the first time that they believe Israel committed genocide in Gaza. Israel and its supporters reject the claim, which a recent poll found that half of Democrats believe.
This article originally appeared on JTA.org.
The post Another Graham Platner potential replacement now says Israel committed genocide in Gaza appeared first on The Forward.
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Rep. Ro Khanna says armed settlers detained him in the West Bank; IDF disputes account
(JTA) — California Democratic Rep. Ro Khanna, who is eyeing a 2028 presidential bid, says he was detained last week by armed Israeli settlers in the West Bank last week — and that Israeli soldiers who arrived “took the settlers’ side.”
The IDF disputed that characterization. The military said in a statement that it received a report of Israeli civilians unlawfully blocking the vehicles of foreign nationals and members of the media near the Palestinian West Bank hamlet of Khirbet Zanuta, and that troops dispatched to the scene “quickly dispersed the Israeli civilians” and reopened the road. Its soldiers, the IDF said, did not take part in blocking the road. The military also said Khanna did not coordinate his visit with the IDF.
The incident took place Wednesday during Khanna’s to the West Bank and broke into public view over the weekend, as Khanna made a number of allegations against the Israeli military while sharing his account.
Khanna’s description of the length of his delay has varied, from about 20 minutes to 90 minutes. Khanna has also claimed the Israeli government and the U.S. Embassy were notified of his trip.
Israel’s ambassador to the United States, Yechiel Leiter, disputed that on Sunday, saying Khanna’s office had asked only about visas and declined the embassy’s request to coordinate the trip. Leiter also said Khanna’s office had not responded to an offer of meetings with survivors of the Hamas-led Oct. 7 attack.
The incident is the latest flashpoint in mounting criticism of Israel within the Democratic Party, where Khanna is a leader of the pro-Palestinian left flank.
Khanna has repeatedly pointed out that the settlers carried American-made M4 rifles, which he described as “machine guns.” Khanna has called for a ban on all U.S. weapons sales to Israel, including defensive Iron Dome munitions.
In the wake of Oct. 7, Khanna has evolved from a staunchly pro-Israel Democrat into one of Israel’s fiercest critics in Congress. He went from taking money from the liberal J Street and voting to fund Israel’s Iron Dome in 2021 to securing the backing of Track AIPAC, a group that monitors donations from pro-Israel organizations and issues endorsements and “anti-endorsements” of candidates.
Appearing on “Meet the Press” on Sunday, Israeli Prime Minister Benjamin Netanyahu said Israel is “a country of laws” that prosecutes lawbreakers, and attributed settler violence in the West Bank to roughly 150 “juvenile delinquents” he described as unrepresentative of a mostly law-abiding settler community. He said he does not want “vigilantes of any kind.”
Appearing after him on the same broadcast, Khanna rejected the Israeli account. “The IDF is lying,” he said, calling for an investigation of the four soldiers.
“He said Israel is a country of law and order,” Khanna said about Netanyahu. “Well, let me be very specific. The prime minister needs to open an investigation on these violent settlers who are connected to Yinon Levi, who has destroyed Zanuta’s village and is a known person who has killed Palestinians.”
Levi was indicted last year following the fatal shooting of a prominent Palestinian activist, Awadh Hathaleen, in a village neighboring Kirbeit Zanuta.
Khanna is not the first American to have been detained in the West Bank. In March, CNN’s Jeremy Diamond and his crew were detained for about two hours by Israeli reservists while reporting in the northern West Bank. In that case, in which the crew recorded a soldier assaulting a detainee and making inflammatory comments about Jewish control of the disputed region, the Israeli military suspended the battalion involved and apologized to CNN, with its chief of staff calling the episode a “grave ethical incident.”
In Khanna’s case, no arrests have been made — though the IDF said in its statement that the identity of at least one armed individual is under review.
This article originally appeared on JTA.org.
The post Rep. Ro Khanna says armed settlers detained him in the West Bank; IDF disputes account appeared first on The Forward.

