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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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Israeli Security Cabinet to Discuss Possible Lebanon Ceasefire, Senior Official Says

Smoke rises after an Israeli strike on Beirut’s southern suburbs, following an escalation between Hezbollah and Israel amid the US-Israeli conflict with Iran, Lebanon. Photo: REUTERS/Mohamed Azakir

Israel’s security cabinet will convene on Wednesday to discuss a possible Lebanon ceasefire, a senior Israeli official said, more than five weeks into a war with Hezbollah that spiraled out of the US-Israeli conflict with Iran.

Israeli Prime Minister Benjamin Netanyahu’s security cabinet will meet at 8 pm (1700 GMT), the official said.

Senior Hezbollah official Ibrahim al-Moussawi told Reuters that diplomatic efforts by Iran and other regional states could produce a ceasefire soon, saying Tehran had used its blockade of the Strait of Hormuz as leverage.

Two other senior Lebanese officials said they had been briefed that efforts were underway for a ceasefire. One of them said the US had been pressuring Israel to work toward a ceasefire in Lebanon, including during rare talks between Israeli and Lebanese government envoys in Washington on Tuesday.

Israel’s offensive in Lebanon began on March 2 after the Iran-backed terrorist group Hezbollah opened fire at Israel in support of Tehran. It has killed more than 2,000 people and forced 1.2 million from their homes, according to Lebanese authorities. Most of those killed have been Hezbollah terrorists, according to Israeli tallies.

US President Donald Trump earlier said the war with Iran could end soon, telling the world to watch out for an “amazing two days,” while US forces imposing a blockade turned back vessels leaving Iranian ports.

On Tuesday, the United States hosted the first direct talks between Israel and Lebanon in decades. Israel had ruled out discussion of a ceasefire with Lebanon during those talks.

Trump has urged Israel to scale back attacks in Lebanon, apparently to avoid undermining the ceasefire with Iran.

Iran has said Israel’s ​campaign against Hezbollah in Lebanon must be included in any agreement to end the wider war in the Middle East. Washington has pushed back, saying there is no ​link between the two sets of talks.

The two Lebanese officials did not have details on when any ceasefire would begin or how long it would last. They said the duration would likely be linked to how long a truce between the United States and Iran holds.

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Trump Says Iran War ‘Close to Over’; Army Chief of Mediator Pakistan Arrives in Tehran

US President Donald Trump takes questions from reporters while Vice President JD Vance and Secretary of State Marco Rubio look on, as they attend a meeting with oil industry executives, at the White House in Washington, DC, US, Jan. 9, 2026. Photo: REUTERS/Kevin Lamarque

US President Donald Trump said the war with Iran was close to over, telling the world to brace for an “amazing two days,” as the army chief of mediator Pakistan arrived in Tehran in a bid to prevent a renewed conflict.

The diplomatic push came as US and Iranian officials weighed a return to Pakistan for further talks after negotiations there ended on Sunday without a breakthrough.

Pakistan‘s military confirmed Field Marshal Asim Munir had arrived in Tehran. A senior Iranian source told Reuters that Munir, who had mediated the last round of talks, was heading to Iran “to narrow gaps” between the two sides.

“I think you’re going to be watching an amazing two days ahead,” Trump told ABC News reporter Jonathan Karl, according to a post by the reporter on X, adding he did not think it would be necessary to extend a two-week ceasefire that expires next week.

“I think it’s close to over, yeah. I mean I view it as very close to over,” Trump said in an interview on Fox Business Network conducted Tuesday and broadcast Wednesday. “We’ll see what happens. I think they want to make a deal very badly.”

Officials from Pakistan, Iran, and Gulf states also said both sides could return to Islamabad in coming days.

The talks last weekend broke down without an agreement to end the war, which Trump launched alongside Israel on Feb. 28, triggering Iranian attacks on Iran‘s Gulf neighbors and reigniting a conflict between Israel and Iran-backed Hezbollah in Lebanon.

Trump‘s optimism lifted global stocks towards record highs. Oil prices – having fallen on Tuesday and in early Wednesday trade – were slightly up at around $95 per barrel, after the US said its blockade of Iranian ports had halted seaborne trade in and out of Iran.

TANKERS INTERCEPTED

The US military said it was turning back more vessels, including the US-sanctioned, Chinese-owned tanker Rich Starry which was seen heading back through the Strait of Hormuz on Wednesday.

A US destroyer stopped two oil tankers attempting to leave the Iranian port of Chabahar on the Gulf of Oman on Tuesday, a US official said.

An Iranian supertanker subject to US sanctions crossed the strait towards Iran‘s Imam Khomeini port despite the blockade, Iran‘s Fars News agency said on Wednesday. Fars did not identify the tanker or give further details of its voyage.

While Iran and the United States appear so far to have avoided a major confrontation at sea since the United States began its blockade on Monday, Tehran has said it would retaliate against military action.

Iran‘s joint military command warned it would halt trade flows in the Gulf, the Sea of Oman, and the Red Sea – which connects to the Suez Canal – if the US blockade continued.

Trump has also threatened to escalate if the war resumes. He told Fox Business Network: “We could take out every one of their bridges in one hour. We could take out every one of their power plants, electric power plants, in one hour. We don’t want to do that … so we’ll see what happens.”

RETURN TO ISLAMABAD

Trump told the New York Post on Tuesday that his negotiators were likely to return to Pakistan, thanks largely to the “great job” army chief Munir was doing to moderate the talks.

Speaking later at an event in Georgia, Vice President JD Vance, who led the US delegation at last weekend’s talks, said Trump wanted to make a “grand bargain” with Iran but there was a lot of mistrust between the two countries.

Iran‘s nuclear ambitions were a key sticking point at last weekend’s talks. The US had proposed a 20-year suspension of all nuclear activity by Iran – an apparent concession from longstanding demands for a permanent ban – while Tehran had suggested a halt of 3 to 5 years, according to people familiar with the proposals.

The head of the International Atomic Energy Agency, Rafael Grossi, said the length of any moratorium on Iranian uranium enrichment was a political decision and suggested Iran might accept a compromise as a confidence-building measure.

Washington has also pressed for any enriched nuclear material to be removed from Iran, while Tehran has demanded that international sanctions against it be lifted.

One source involved in the talks said back-channel talks had made progress in narrowing gaps, bringing the two sides closer to a deal that could be put forward at a new round of talks.

Complicating peace efforts, Israel has continued to attack Lebanon as it targets Iran-backed terrorist group Hezbollah. Israel and the US say that campaign is not covered by the ceasefire, while Iran insists it is.

Israel’s security cabinet will convene late on Wednesday to discuss a possible Lebanon ceasefire, a senior Israeli official told Reuters, after Israeli and Lebanese officials held rare talks in Washington a day earlier.

FALLOUT OF THE WAR

The war has prompted Iran to effectively shut the Strait of Hormuz – a vital artery for global crude and gas shipments – to ships other than its own, sharply reducing exports from the Gulf, particularly to Asia and Europe, and leaving energy importers scrambling for alternative supplies.

The oil market also faces further tightening, as the US does not plan to renew a 30-day waiver of sanctions on Iranian oil at sea that expires this week, according to US officials.

An estimated 5,000 people, civilians and combatants, have been killed in the fighting, including about 3,000 in Iran and 2,000 in Lebanon.

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A farewell to Hampshire College, site of my Yiddish awakening

Zay gezunt Hampshire College. That’s where as an undergrad student worker, I first studied Yiddish at the OG Yiddish Book Center of Amherst, Massachusetts, down the road from the genteel Lord Jeffrey Inn, across the street from uber-sensitive poet lady Emily Dickinson’s alte heym.

In nearby Holyoke, in an old mill turned Yiddish book storage loft, away from the genius of Dickinson’s dybbuk, I earned my way shelving the Book Center’s staggering amounts of the collected works of Sholem Aleichem — most likely purchased as a subscriber premium by turn of the century Forverts readers — and only surpassed by the unspeakable numbers of Yiddish volumes of Guy De Maupassant. I hoisted those onto shelves as well while getting educated about Nico and the Velvet Underground which blared from speakers. Back in the 1980’s that was multitasking.

And dayge nisht, no worries — I got my klezmer awakening there too, via a Walkman and audio cassettes while laboring as a photo history slide librarian for my advisor and favorite professor, filmmaker Abraham Ravett, who is set to retire next month (can you retire if your workplace closes?).

Splayed out across acres of stunning apple orchards that once belonged to the Stiles family, Hampshire College had neither a Hillel chapter nor a Chabad nor any organized sports nor fraternities — but there was a coed sauna, plenty of rolfing on the snow outside said sauna, a successful student run food coop, an acclaimed ultimate frisbee team and a beloved outdoor program that led to my first heron sightings just like in the movie On Golden Pond.

It also had Len Glick, Elvis’ former induction physician who co-taught modern Jewish history, along with his younger historian colleague Aaron Berman, whose office door was anointed with a poster that offered a Marxist view of baseball. It was 1984 and I was hot off seeing Streisand’s film version of Yentl. I’d polished off most of Bashevis’ tomes back home, memorized my Bubby’s photo album of Eastern European Jewry as envisioned in Visniac’s A Vanished World, and collided into Marlene Booth’s documentary about the Yiddishists of Raananah who took up space in an audacious dream of a utopian summer community in Orange County, New York. Tayere Leyener, dear reader, that’s all it took.

I knew my final paper was going to be about women and Yiddish. Well, I recall Len saying, if you want to investigate Bashevis’ inspiration for his Yentl and research women writers and women’s lives in Yiddish, you’re going to have to learn Yiddish; there isn’t much about that available in translation. Why don’t you go over to the Yiddish Book Center, he continued, and talk to them. And just like that, I found myself on the top floor of an old elementary school in Amherst, spending evenings learning Yiddish and my days trying to grasp enough of it to complete my assignment.

I’d love to tell you that just like Yentl, I too spent hours bent over tomes, deep in study, but as previously disclosed, Hampshire had much to distract and much to offer. And besides, I had books to shelve, boxes to unpack and roads to travel, joining the center’s trips to pick up YET MORE Yiddish books. My mazel was that Hampshire hosted the Book Center’s first summer seminars. Once longtime staffer Frieda Howards and I finished inspecting attendees’ dorm rooms, making sure the beds had hospital corners, I was warmly invited to attend lectures.

Hampshire hosted artists and activists like Yippie founder Abbie Hoffman. When Hampshire alum and Yiddish Book Center founder Aron Lansky talked about him, he highlighted all the Yiddish influences in Hoffman’s Steal This Book, as well as the Yiddish-inflected tensions of the Chicago 7 trials. All this came to a head when I met Yiddish lesbian poet, child survivor and hero to Jewish feminists Irena Klepfisz. A Bundist descendant, keeper of the flame, she — vu den — called a hastily gathered group into action. If we wanted Yiddish women’s writing to be translated, we were the translating liberators we were waiting for, so to speak. It was on us.

Tayere leyner/dear reader, I could, like so many Yiddish authors, go on in depth without so much as a break for a comma or a paragraph, such was the depth of my mazel at Hampshire. Ok, a bisl more. There was the weekend trip with Lansky and local poet and Book Center staffer Gene Zeiger to the Newport Folk Festival to hear Joan Baez sing. There was the summer Yiddish genius Naomi Seidman was a fellow at the Book Center — thanks to Seidman, that was my summer of Nico, the Velvet Underground, of reading Ginsberg’s “Howl,”  and much much more. That was the summer I interned for the filmmaker Marlene Booth who was making a film about that Yiddish newspaper everyone talked about, the one I recalled picking up for my bubby. I spent time in my cooperative household on campus, bent over an audio transcription machine, typing out interview after interview with Forverts readers, spellbound by their love for it and activism on its behalf as it fell on hard times.

And reader, though Hampshire will likely close for good, you and I now know that if not for Hampshire College, where now upon a nice parcel of that former apple orchard sits the Yiddish Book Center in all its well earned koved, I and many like me, would not spend our days bending over our morgue of Forverts photos, back issues and more, reaching back over time to keep remembering our past and making it available for future generations.

 

The post A farewell to Hampshire College, site of my Yiddish awakening appeared first on The Forward.

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